Making Shoppable Apartments Work for Your Business

Transforming your shop, physical or online, into a styled, shoppable apartment creates inspiration, drives sales, and sets independents apart in today’s experience-driven retail world.

The Shift Toward Immersive Retail

Customers now expect inspiring environments, not just products.

Consumer fatigue with generic shopping has accelerated the shift toward immersive, authentic spaces, especially post-pandemic, as shoppers crave environments that blur the lines between home, inspiration, and retail.

Retailers who once relied on straightforward merchandising are now curating real-life environments that evoke feeling and spark imagination. From boutique stores to big-box brands, the retail world is turning inspiration into action through shoppable apartment-style displays.

What Is a Shoppable Apartment?

Styled room vignettes that turn inspiration into instant action.

Shoppable apartments recreate real-life rooms where every product is interactive and instantly available to buy, helping customers imagine these items in their own homes.

Imagine walking into a store and feeling like you’re stepping into a beautifully styled home. The sofa cushions, lamps, wall art, and even the coffee table books are part of a cohesive look, and each one is shoppable. Whether by scanning a QR code, speaking to staff, or clicking online, customers can take inspiration and turn it into action immediately. This approach blurs the lines between showroom and real life, bridging the gap between browsing and buying.

Who’s Doing It Well?

UK retailers and independents are already making waves with immersive retail.

• John Lewis (Westfield, London): Immersive environments featuring AR tech and try-before-you-buy zones elevate shopper engagement.

• Situ Live (Westfield, London): “Discovery playhouse” layouts paired with QR-enabled shopping create a seamless omnichannel experience.

• Dino Store & Frameless Gift Shop: Themed, interactive displays tied to exhibitions and events draw footfall and foster community.

Why It Works

Immersive spaces convert browsers into buyers—and leave a lasting impression.

• Retail spaces designed as interactive environments can increase average dwell time by up to 33% and basket size by 22% compared to standard merchandising setups (RetailTimes, 2024).

• Over 70% of UK shoppers say seeing products in styled, authentic settings makes them more likely to buy (British Retail Consortium Survey, 2024).

• Physical interaction—touching, testing, and trying—doubles recall of both the product and the store itself (Experiential Retail Whitepaper, 2024).

How Indies Can Create Shoppable Apartments In-Store

Even small spaces can deliver big inspiration.

• Set Up Micro-Apartments: Create compact styled zones—think dining nooks, bedroom corners, or work-from-home setups. Rotate them seasonally or by trend.

• Make It Touchable: Swap out “Do Not Touch” signs for “Try Me!” cards. Invite customers to sit, pour, test, and play.

• Bridge with Digital: Use QR codes, “Shop the Look” signage, and digital wishlists to create a smooth path from discovery to checkout.

• Host Events: Use your styled spaces to run DIY workshops, product launches, or community evenings—bringing products and people together.

Shoppable Apartments for Digital Retailers

You don’t need a shopfront to create an inspiring, immersive space.

• Virtual Room Tours: Let customers “walk through” styled spaces via video or interactive tools.

• Augmented Reality (AR): Enable shoppers to visualise products in their own homes using mobile apps.

• 360° Showcases & Livestreams: Bring your curated spaces to life through clickable, shoppable video sessions.

• Personalised Style Boards: Offer tailored recommendations and “get the look” pages to drive inspiration and basket size.

Blending Physical & Digital: Omnichannel Inspiration

Create a connected brand experience wherever your customer shops.

Consistent styling across your store, website, email, and social media helps customers move fluidly between inspiration and purchase, strengthening loyalty and brand recognition in the process.

Quick-Start Checklist for Independents

Small steps with big results.

☐ Curate one styled vignette in-store using seasonal or best-selling products
☐ Add QR codes or “Shop the Look” signage
☐ Train staff to offer interaction, not instruction
☐ Capture content to use across social and web
☐ Track feedback and iterate every 4–6 weeks

Mini Case Study: Situ Live at Westfield London

Experience-led retail can deliver tangible results.

In 2024, Situ Live restructured a section of its Westfield London store into “micro-apartment” vignettes—areas styled as a lounge, kitchen, or bedroom, each packed with live demos and QR-enabled shopping.

According to RetailTimes, the initiative resulted in a 27% rise in average dwell time and a 19% uplift in conversions for featured products. Shoppers cited the hands-on setup and realistic styling as key to both purchasing and positive post-visit reviews.

Potential Pitfalls & Smart Fixes

A little planning keeps your setup fresh and effective.

• Keeping Displays Fresh: Customers tire quickly, refresh monthly or seasonally, and let staff co-create displays to inject energy.

• Training for Engagement: Staff should encourage interaction, not push products. A friendly “Want to try this in your own space?” goes further than a sales pitch.

• Avoiding Visual Clutter: Make sure each zone is clean, walkable, and focused; less is more when inspiring imagination.

Don’t Forget to Track Results

Measure what matters so you can refine what works.

Keep an eye on metrics like dwell time, conversion rates, social engagement, and customer feedback. These insights help you fine-tune which styles and layouts resonate most with your audience.

Where to Start

You don’t need a big space or a big budget, just creativity and curiosity.

Whether you’re a high-street retailer or digital-first brand, styled, shoppable spaces can help you stand out, spark inspiration, and build lasting customer connections.