Marie Claire and Mastercard Showcase the Future of Shopping


Marie Claire x Mastercard The Next Big Thing Pop-Up Shop New York Soho 2017

Marie Claire magazine and Mastercard partnered on The Next Big Thing Concept Shop, a retail pop-up shop with the newest innovations in fashion, beauty, entertainment, technology (such as one-tap check-outs) and wellness.

With its final day on October 12, the pop-up at 120 Wooster Street in New York’s Soho neighborhood, has shown since September 234d the future of shopping as powered by Mastercard technology.

“Today’s consumer is seeking a seamlessly integrated experience across both the digital and physical environment,” said Sherri Haymond, EVP Digital Partnerships, Mastercard, of the experience, whose brand partners include Oak Labs smart mirrors “to add another layer of customization by recommending additional accessories for outfits brought into dressing rooms.”

“At the Next Big Thing Concept Shop, we will showcase how retailers can do that by blending Internet of Things (IOT) devices, such as smart mirrors and windows, with Mastercard’s industry-leading security and analytics solutions, and Masterpass digital payment service to allow every consumer interaction to be unique.”

The retail destination brings to life three zones drawn from popular sections in the magazine: @Work: the guide to career, style and success, @Play: the guide to going out, staying in and getting away and @Peak: the wellness resource for being on your game, in the zone and at your best.

Among brand partners and activations, Neiman Marcus stylists offered tips on the latest selection of top designer fashion available in-store and smart mirrors from Oak Labs add customization by recommending additional accessories for outfits brought into dressing rooms.

Clarins contributed its Sensor Mirror Pro, a virtual skincare mirror developed by MemoMi, along with products packed with next-generation formulas to deliver revitalizing benefits for radiant skin. San Francisco-based retailer b8ta brought shoppable apparel, accessories, activewear and gadgets.

The Next Big Thing Concept Shop launched in tandem with Marie Claire’s October issue, and Marie Claire editor-in-chief Anne Fulenwider added, “With The Next Big Thing Concept Shop, Marie Claire, along with MasterCard, will bring to life revolutionary products, concept, and technologies that we love, right from the pages of our October issue. Everything we feature will enable our customers to stay ahead of the curve, fuel creativity and keep feeling fit.”

Sarah Quinlan, SVP Market Insights Mastercard, shares insights on why the experience economy is overtaking the buying of goods.

“This occurred post-recession,” said Quinlan. “We really broke the social contract. Before, if you acquired more and more goods you could measure your social status. Now post that, we really like our family and friends again and want to spend time with them. Thus we’ve seen a rise in travel, spending, hotels, airlines, trains, concert tickets and the like and that’s what people prize – going out with family and friends versus buying goods.”

Quinlan said that retailers are challenged. “People want less goods. Marrying the experience with-in their goods-selling. In a department store how do you display the goods? How do you show them being used? Marrying cosmetic services with the selling of cosmetics. Marrying in a trip. We know there’s destination shopping because we’re so busy so how do we make certain the retailer knows and presells and curates the collection before she goes on vacation and knows where their store is which would not be their familiar local store.”