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Leo Burnett Company, Limited, 175 Bloor Street East, North Tower, Ontario M4W 3R9

+416 925 5997

Margaret Arnold

SVP, Director, Human Resources

margaret.arnold@leoburnett.ca

Dom Caruso

President & COO

dom.caruso@leoburnett.ca

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Trendy Tuesday: Storytelling

Any story can be told on a page, but as the value of the written word wanes, brands are creating physical spaces where consumers can actively engage with the product, and actually live the tale.

Any story can be told on a page, but as the value of the written word wanes, brands are creating physical spaces where consumers can actively engage with the product, and actually live the tale. STORY, a boutique in Manhattan, makes a compelling case for the increasing value of brand-curated experiences. Rachel Shechtman, founder of Cube Ventures, a marketing and retail consulting firm, opened STORY with the goal of engineering all of her shopper-related strategies in one place. STORY’s website describes the concept as “…a retail space that has the point of view of a magazine, changes like a gallery and sells things like a store.” The space gets a facelift approximately every 3 months, stirring up an element of surprise and anticipation amongst customers made possible only by its thematic and whimsy approach to retail. In February the shop launched ‘Love,’ with over 500 pieces of merchandise romancing the shelves; and the current theme is ‘Color,’ host to every shade of the rainbow.

Molecular gastronomy maven, Grant Achatz’s latest culinary endeavor, Next, puts the same spin on fine dining. Like STORY, the menu at Next is reinvented every 3 months with the intention of transporting diners to different places, and often different eras. The team at Next spends months preparing and perfecting what turns out to be a ‘Tour of Thailand,’ ‘Childhood in Michigan‘ or ‘Paris in 1906.’

Often referred to as the birthplace of molecular gastronomy, elBulli, was a 3-star Michelin restaurant in Spain. People traveled from across the globe to dine at the small restaurant that overlooked Cala Montjoi bay in the town of Roses that has since closed its doors. The team at Next not only brought the menu and the artistry of elBulli to Chicago, but more than a handful of chefs from the acclaimed restaurant to spend months assisting in curating and tailoring the dining experience. Next is a culinary masterpiece, but even more so, it’s an exquisitely crafted adventure that leaves any diner wondering, what is next?

The significance of brand storytelling in physical spaces cannot be overlooked. In a digital world, there is something crucial about these engineered experiences that allow consumers to share the brand experience, and identify with the true value they have to offer.