For the fourth time, House of Retail took place under the roof of First Impression. Our annual dive into the future of physical retail. One question led the way: What will the store of tomorrow look like? Together with industry peers and keynote speakers, our guests explored a mix of inspiration around tech and creativity.
The store as society’s soul
Futurist Kate Ancketill kicked off with a bold vision of 2030. In her world, AI is no longer a tool, but your personal assistant. Managing your calendar, reading with you through smart glasses, and even shopping on your behalf. The more we delegate to tech, the more we crave real experience.
Fewer stores. New purpose. The store of the future, says Kate, enriches the human soul. It becomes a space to meet, to learn, to relax, to feel awe. Where tech enhances—not replaces—the experience.
In her words:
“Physical retail’s USP is experience you can’t get online, and that’s worth paying for.”
Where tech meets emotion
Couro Seck, Head of Concept & Training at Rituals, brought Kate’s theory to life.
She showed how Rituals blends emotion and tech in every part of their in-store experience.
One example: The Mind Oasis. A wellness space designed to calm. Think soft lighting, ambient sounds, guided meditation. Originally for retail. Now being introduced in offices, hospitality settings, and even in homes. Because “a moment for yourself” should exist wherever people want to pause.
Stop selling stuff
Howard Saunders wrapped up the day with energy and edge.
In his keynote, When Bots Rule the World, he warned us: Don’t fear tech. But don’t fall asleep either.
Convenience alone doesn’t move people. Meaning does.
His message? Stop thinking shop.
Retail is no longer about selling products, but about creating meaningful moments. Howard warns that our obsession with convenience costs us our humanity. A little inconvenience is what makes experiences real and valuable. He advocates for technology that makes life not just faster, but more human — both functionally and emotionally.
From Gucci’s global brand pop-ups to RH’s retail-meets-fine-dining spaces.
From Lush’s multisensory labs to London’s The Outernet experience hub.
Retail becomes theatre. Emotion. Storytelling.
And while bots take over tasks, human contact only becomes more valuable.
“AI will make authentic human connection the most precious currency ever.”
Retail on playlist mode
Before the keynotes, Daan Berends and Collin van den Bos of First Impression gave a look behind the screens.
Daan shared her vision in Retail on Playlist Mode.
Today’s consumer curates experiences like songs. Skip. Shuffle. Replay.
Retail needs the same flexibility. Different moods, seasons, vibes. Like a Spotify playlist in space.
“Architects of space vs. DJs of emotion.”
She showed how we bring this to life at First Impression. Dynamic architecture. Hybrid design. Living wallpaper. Spaces that adapt to mood and moment.
Collin’s talk, Beyond the Screen, took it a step further. From storytelling to storyreacting.
Thanks to smart tech, content can now react to behaviour, emotions, and context.
“We don’t serve visuals. We serve experiences.”
His message was clear: impact and clarity go hand in hand.
And when tech and vision align, something magical happens.
The future feels real
House of Retail 2025 made one thing very clear: Tech changes fast. But experience always wins.
Tomorrow’s stores? Fewer, yes. But more meaningful. Places where brands connect. People meet. Moments stick.
Not the tools. Not the data.
What remains is the experience.
Want to relive the atmosphere of House of Retail 2025? Watch the aftermovie.