Inside The Store

A New Try

Emart again, but not the event hall this time. We agreed with the person in charge to set up on the grocery floor, among the food, which is not where apparel usually goes.

Why We Moved Inside

Customers approach stalls sitting outside the store entrance with a small amount of caution. It is not distrust exactly, more an assumption that anything outside the doors is a separate operation with separate rules. Inside, that hesitation disappears. The store's floor lends its own credibility to whatever is standing on it.

How It Runs

Different rhythm to an event hall. People arrive with a cart already half full and no intention of buying a coat, so the display has to interrupt a shopping trip rather than start one. Which means fewer pieces, faster categories, and prices that can be understood without stopping the cart.