Paris retail tour: how brands are reinventing physical boutiques as experiential spaces

Ami, Dover Street Market, Nespresso, Coach and Caudalie: ahead of the NRF Retail’s Big Show Europe trade fair, event organiser Comexposium arranged a retail tour in Paris for French and international journalists. The stroll on the eve of the NRF Retail’s Big Show Europe, taking place from Tuesday to Thursday, at Porte de Versailles, demonstrated how brands are reinventing their physical boutiques. These have become experiential spaces and tools for staging their identity.