Curated Communities & Pop-Ups: Brands as The New "Third Place"
Brand communities, immersive retail, and the return to physical spaces
The other day, scrolling through Instagram, I had a thought that jolted me more than my morning coffee ever could: What if Instagram disappeared tomorrow?
Not in the "I should really do a digital detox" way, but in the "oops, the servers exploded and took your entire online identity with them" way. Where would you share your life's highlight reel? How would you mass-update your friends with a single Instagram story? How would you keep tabs on that ex you're definitely over? Where would you get your daily dose of targeted ads masquerading as lifestyle inspiration?
It's not just a thought experiment. It can happen. Take for example, the millions of Brazilians who got a taste of this digital void when X (formerly Twitter) was shut down in their country. One day you're doom-scrolling, the next you're staring at an error message.
Brands As The New “Third Place”
There's a curious shift happening in our cultural landscape, one that's reshaping the very fabric of our communities and identities. As traditional institutions like churches, community centers, and even governments see their influence wane, brands are stepping into the void with surprising agility and enthusiasm.
This isn't just about where we shop or what we buy. It's about where we find meaning, how we connect with others, and even how we understand ourselves. Brands, in their ever-expanding role, are becoming the new arbiters of culture, the creators of community, and the custodians of our collective experiences.
Consider how we used to form our social circles. Maybe you met your best friend at a local rec center, or bonded with neighbors while hanging out on the street. Now, you're more likely to find your tribe in a brand-curated Discord server or at a pop-up experience designed to make you feel part of an exclusive club.
This shift is as fascinating as it is unsettling. On one hand, brands are filling a very real need for connection in an increasingly fragmented world. They're creating spaces - both digital and physical - where people can come together, share experiences, and build identities.
The sense of belonging that was once provided by religious institutions or civic organizations is now being offered by companies with savvy marketing departments and ad budgets.
But here's where it gets philosophical: what does it mean for our society when our primary sources of community and identity are profit-driven entities?
Unlike traditional institutions, which at least in theory existed to serve the public good, brands are ultimately beholden to shareholders. They're not creating communities out of altruism, but as a means to build customer loyalty and drive sales.
This isn't necessarily nefarious - many brands genuinely want to create positive experiences for their customers. But it does raise questions about the nature of authenticity and belonging in our modern world. When our communities are brand-curated, are our connections as genuine? When our identities are shaped by the products we buy and the brand experiences we participate in, how much of our 'self' is truly our own?
(But let me also say - let’s not forget, Starbucks was the original purveyor of the “third place,” but over time, became more and more like a fast-food chain.)
Today, I want to dive into two strategies brands are using to make us feel like we ‘belong’: experiential website design and pop-up experiences.
Experiential Design via Website: When Your Browser Becomes a Destination
Remember when websites were just pretty much digital brochures/catalogs? Today, savvy brands are turning their sites into immersive experiences that make you want to linger.
Why does this matter? Well, a recent study found that experience-related website attributes have become more important than efficiency-related ones in driving customer loyalty. In other words, we're not just looking for a quick transaction; we're looking for a digital space that feels like... somewhere.
Take Discord, for example. It's not just a chat app; it's a digital clubhouse where communities flourish. Sure, it has its dark corners (what clubhouse doesn't?), but it's fascinating to see how it's become a third place for many, complete with inside jokes, shared experiences, and that guy who always hangs out by the metaphorical jukebox.
For those of us who remember the elder days of the internet, this allure isn't new. mIRC chat rooms, fan-made LiveJournal communities, and niche forums were our digital third places. We found camaraderie there in a way that the halls of our high schools could never quite match. It was a place where being weird was celebrated, not side-eyed.
Current trends in experiential website design include:
Interactive product demonstrations that make you feel like you're actually handling the goods
AI-powered personalization that remembers your preferences better than your significant other
Virtual try-on features that let you sample everything from lipstick to furniture without leaving your couch
Here are three recent favorites in web design:
Where is this all heading? Imagine a future where you can smell a perfume through your screen (wow), or where your favorite clothing brand's website auto-adapts its layout to match your mood. It's not just about making a purchase; it's about creating a digital environment where you actually want to hang out. (On a personal note: remember the early days of blogging where there were sites you would visit every. single. day?)
Pop-Up Experiences: When the Cloud Manifests in Brick and Mortar
But what happens when these digital brands decide to materialize in the physical world? Enter the pop-up experience, a strategy that I’m personally a big fan of.
Pop-ups allow digital-native companies to create tangible brand experiences, generate buzz, and collect invaluable customer feedback. It's a chance for customers to step into the brand's world, rather than just scrolling through it.
Take Away's Terminal A concept or Casper's Dreamery nap spa. These aren't just stores; they're physical manifestations of the brand's digital persona.
Or consider Sunnies Studios in the Philippines. What started as an online sunglasses retailer morphed into Sunnies Cafe - a place where you can't buy sunglasses, but you can marinate in the brand's vibe while sipping an expertly crafted latte. (Everything is designed to be social-shareable, naturally.)
But I get it: pop-ups are resource-intensive, and the brand affinity they generate is hard to gauge definitively. How do you measure a pop-up’s ROI beyond foot traffic and sales? Maybe it's in the quality of user-generated content created, or the depth of customer insights gathered. Perhaps it's in the number of newsletter sign-ups or the uptick in website engagement post-visit. The metrics are as nebulous as they are numerous.
But when done well, pop-ups create those "I was there" moments that forge emotional connections. They're the difference between knowing a brand and feeling like you're part of its story.
And let's face it: while one-click shopping is a godsend when we're down to our last roll of toilet paper, it falls short when we're craving an experience.
Retailers are catching on to this, tapping into our desire for tangible interactions in a world where even our friendships often play out on screens. After all, our senses didn't go into hibernation just because we spent 2020 shopping in our pajamas.
I'm genuinely excited to see more brands creating immersive experiences that remind us why it's sometimes worth the effort to put on real pants and venture outside. Imagine walking into a store that's more than just rows of products. Picture a space where you might pick up a new skill, or connect with people who share your passions. These spaces have the potential to show us that shopping isn't just about acquiring stuff; it's about engaging with the world in a way that feels rich, rewarding, and maybe even a little bit magical.
If I were launching a fragrance brand today…
So, where do we go from here? Come with me on a creative exercise and muse about what I would do if I were launching a hypothetical fragrance brand today…
I think it would be fun to focus my initial resources on a hyper-local strategy first. I'd create a sense of place by partnering with local cafes, shops, and bookstores, weaving the brand into the community's hotspots. Think Le Labo's city exclusives, but even more granular and personal to the specific community/place I’m based in. (Labneh dip startup brand Bezi did something similar by first launching in independent grocery stores first before doing a bigger launch.)
Online, I'd focus on creating a unique experience to discuss the fragrances, not just sell them. A digital salon where scent enthusiasts can debate notes and share memories, perhaps. It can be a great starting point to gather feedback and build community.
I might even just start by selling minis exclusively and eventually launch my first full bottle based on the community’s feedback.
Basically, I’d spend A LOT of time building community around a few SKUs first. Because honestly, there is so much that’s already out there fragrance-wise that it will be hard to differentiate purely on product.
I would also love to be able to create a sense of place - both digital and physical - where my brand isn't just another product, but a living, breathing part of people's lives.
After all, in the end, isn't that what we're all searching for online? Not just products, but places. Places to belong, to explore, to be.
Whether that place is a website, a pop-up, or somewhere in between, the brands that understand this will be the ones we keep coming back to, time and time again.
‘Til the next deep dive,
Arriane
This is a great read! It made me think of the brand Usal Project whose main value prop comes from curating social events. And people love it! That being said, there is something insidious about communities having undertones of profit-driven incentives… but I guess it’s been that way since the Catholic Church.