Hot Topic Flagship Store
Shubhangi Sengupta
Hot Topic is more than a store, it's a community. They celebrate self-expression and the fandoms people love – from rock music to video games, Disney to superheroes. But in an age of online shopping, how do we get people to experience the true Hot Topic spirit?
Don't build a store, build a story.
This flagship location takes you on a journey through themed rooms dedicated to your favorite pop culture worlds – Music, Disney, Sanrio, Superhero, and Horror. Each room is a shoppable wonderland, where every item, from clothing to décor, fuels your fandom, and also happens to be for sale.
Planning the Hot Topic Flagship Store
Music Experience
Ever dreamt of being a rockstar?
This Music Experience room is designed to transport you straight into the heart of a rock concert. Imagine browsing through killer outfits displayed on sleek costume racks, just like the ones your favorite bands wear.
Check out the stage-worthy makeup and statement jewelry displayed on mirrored vanities – the perfect way to channel your inner rockstar. Of course, everything you see in this room would be available for purchase! Even the posters lining the walls and the cool costumes on display are yours for the taking.
There's also an interactive photo booth, to capture a memory with your friends, of your adventure.
Moodboard of the Music Experience Room
Visual Representation of the Music Retail Space created using The Sims 4 Base Game.
Sanrio Experience
Divided into four unique sections, each inspired by the iconic aesthetics of your favorite Hello Kitty Universe characters, this space is a haven for all things cute.
The customer can interact with augmented reality (AR) versions of Hello Kitty, My Melody, Kuromi and Pochacco. These characters then function as your virtual stylists, helping you curate an outfit that reflects your personality and preferences.
Visual Representation I created of the Sanrio Retail Space, using The Sims 4 Base Game.
For example, if a customer selects Kuromi, they will have the option to shop "Kuromi's Closet". The AR experience will suggest items from Hot Topic's Sanrio collection to perfectly match your style.
AR experience of Kuromi helping customers shop her wardrobe
Disney Experience
The Disney room will allow you to step into the world of your favorite Disney shows and movies, starting with Hannah Montana's iconic closet! You can browse officially licenses Hot Topic merchandise inspired by Miley Cyrus' rockstar alter ego, and you can even shop from the iconic pink lockers from High School Musical!
A small karaoke booth, with Disney songs will also be set up for friends and family, to add an element of interactivity and to build a nostalgic connect between the music the audience has grown up with. It's a place to channel your inner Disney Star, and create memories.
LEFT: Hannah Montana's closet, iconic to audiences in the 2000s. RIGHT: The pink locker from High School Musical.
Horror Experience
The Horror space is a chilling recreation of an abandon wooden cabin, straight out of iconic slasher flicks. Complete with cobwebs, boarded-up windows, a false view, and dusty furniture, this immersive space will make the audience feel like they've stepped inside a classic horror film.
Each item on display will be up for purchase, from Hot Topic's Horror collection such as Halloween masks, accessories, board games, clothing.
Reference Picture for a Cabin in the Woods Concept
Superhero Experience
This Superhero room will be a high-tech training facility, or headquarters. Surrounded by futuristic equipment, and costumes on mannequins, it will make the audience feel like their favorite Marvel hero.
Every desk in this immersive space would be stocked with the ultimate arsenal of superhero supplies – limited edition Funko Pops of your favorite heroes, exclusive Marvel stationery, etc!
Reference Picture of Superhero Headquarters, from The Flash CW TV Show.
Campaign Promotion Elements
Concept and Floor Map
First Floor Map
Second Floor Map
Store Walk Through
Created through The Sims 4 Base Game, for visual representation of the store.
Music Experience Room
Sanrio Experience
Phase 1.1: Email Blast Invite and Direct Mail Element
An email invite will be sent to members of Hot Topic, and subscribers of their mailing list. It will not mention any specific details of the Flagship store, except an indescript address and a QR Code. This is to build intrigue and curiosity, regarding the launch of the store, and to get customers wondering about the new venture by Hot Topic.
A physical invitation will then be sent, a month after the E-Invite, which would invite people to "an experience", and feature a QR code that would take them to the Hot Topic website.
Direct Mail Mockup
Phase 1.2: Teaser Instagram Stories
Social Media stories will then be updated on Hot Topic's page, which tease every individual interactive room of the Flagship store: Superhero, Rock, Sanrio, Horror and Disney, through the use of an icon, and the tagline "The Experience Coming Soon"
As customers swipe through, they will see another story with the launch date, and a link to the website, to stay updated.
Phase 2: Merchandise Teaser Posters
Print Ads will be released to promote the exclusive collection of merchandise that will be on display in the Flagship store, another incentive for customers to visit.
Posters, each highlighting a specific category of merchandise, divided by the Experience rooms.
Phase 3: Detailed Stories about each Experience Room
All the information and details about the Flagship store will be revealed through Hot Topic's Instagram stories, about every "room" and the experience it offers.
For example, since the Music Section offers a backstage view into a rockstar's life, the copy would be "Attend your own after-party"
The Horror Experience replicates a haunted cabin, and thus the copy is, "Would you survive a night in a cabin in the woods?"
Phase 4: Pre-Registration Gift
Customers can pre-register for an early ticket to the Flagship store on the website, select the experience that they're looking forward to the most, and based on their answer, a special gift box will be curated for them.
The box will be available to them as soon as they arrive at the Flagship store, and will be customised for them.
Music Experience Room Box
If a customer signs up for the "Music" experience, then they will receive a personalised rockstar kit, with a custom guitar pick, lanyard, pendant and collectible photo card of a famous rock star.
This will provide an incentive for customers to pre-register, and attend the opening of the Flagship Store.
LEFT: Disney Experience Room Box, RIGHT: Sanrio Experience Room Box
Phase 5: Opening Day
Map of the store will be available throughout the Store.
Brochure that will be given to the customers.
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Posted Feb 12, 2023
An experiential and interactive Flagship store strategy for Hot Topic, with themed spaces for each customer to shop from.
