Aether is primarily a web-based retailer that focuses on outerwear.  Recently the California-based company has begun expanding its operations into brick-and-mortar locations.  Aether recently opened a shop in San Francisco that was constructed from three, vertically stacked shipping containers.  The store has a unique, industrial design that fits perfectly with Aether’s urban-rugged aesthetic.

One of the biggest challenges with using shipping containers was coming up with a way to efficiently and elegantly display Aether’s inventory.  This task was accomplished by installing a vertical conveyer belt system that runs from the first floor to the third floor.  Customers can activate the conveyer belt using a dial pad.  The inside of the shipping containers is also outfitted with hardwood floors and floor-to-ceiling windows.

The goal of the store is not to shift sales away from online, but to provide customers with an opportunity to interact with the merchandise.

Discussion Question:

What do you think of a store like this?  Do you think it will attract customers?

 

SOURCE: Amar Toor, February 2, 2013, theverge.com