‘The store is a lemonade stand’: Brands are lending their retail spaces to other brands for events

Brands are increasingly transforming their storefronts into communal event hubs.

Businesses like P.F. Candle Co. and Brooklyn-based vintage shop Sorbara’s have been looking for new ways to leverage their prime real estate, and events are one way to do so. The goal is to reach new audiences and generate secondary revenue streams at a time when it’s become harder to break through the noise and win over value-seeking customers. This collaborative approach allows independent retailers to optimize their square footage through creative activations, ranging from matcha carts to book launches, and turn their four-wall stores into experiential destinations.

This year, it has been a priority for P.F. Candle Co. to optimize the use of its three stores in New York, Los Angeles and San Francisco. 

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