Store of Tomorrow, Today

Seems everyone’s getting more and more interested in the future rather than feeding off the past. Wacky funsters Wolff Olins [wolffolins.com], have recently completed their first ‘Store of Tomorrow’ event in London with the next event opening in New York at the end of the month [brandnext.com]. The concept is a little… confusing… a number of quirky, forward thinking brands offer various wares in exchange for written pledges to perform some sort of action. No money is exchanged. I guess it’s a type of swap shop idea [screenonline.org.uk]. It’s interesting that more and more creative agencies (especially those involved in the age old business of advertising) are playing about with retail concepts such as KesselKramer’s KK Outlet [kkoutlet.com], installed in Hoxton Square to launch the U.K. arm of their agency.