For every season of our Open Days, Nightingale aims to communicate a message that makes people think. The FW18 season is no different. After an accumulation of information gathered from trend lectures, case studies and our personal experience in retail, we came to the realization that brick-and-mortar retail hasn’t adapted to the daily life of the average person
“Stores are open when people are at work, and close before most of us leave the office,” explains Stijn Nachtergaele, founder of Nightingale. “This creates a lot of missed opportunities, and further powers the argument for online shopping."
With the idea that physical stores will have to adapt in order to compete with online retailers, the creative team at Nightingale looked at these 24/7 convenience stores for inspiration. To start, Nightingale worked together with Studio Biesmans to create a temporary nightshop inside their creative space, surrounded by an emulated outside area that included a parking lot and outside gym area. All housed within the 650m2 workspace, every portfolio brand was visually merchandised in a manner that fitted the concept.
To challenge the status quo, we went even further and shifted the opening hours of the FW18 Open Days and opened our doors at 4PM, only to close them at midnight. This made it possible for everyone to visit the AWAKE Days, and put us outside of the opening hours of competing agencies. At the end of the two day run, Nightingale celebrated the closure of the FW18 Nightshop with the AWAKE at Night afterparty.