Understated luxury and guerrilla claims top 2024’s retail design trends

As we edge towards 2024, the narrative around retail design is one of transformation and innovation. 

Retailers and beauty brands are not only adapting to changing times but are actively shaping the future of their bricks-and-mortar establishments to meet consumers' new needs. 

2023 was a big year for pop-ups and retail events, ranging from small, one-day in-store experiences that rewarded brand communities to large-scale conceptual ideas that tapped into the cultural zeitgeist.

Experiential retail paves the way for a new era where physical stores are destinations for memories

But the retail space is set to evolve again in 2024, with a bigger focus on personalisation, experiential and making consumers remember why they love your brand. 

Katie Peake, Creative Director at experiential agency model Backlash, which creates events and experiences for beauty brands, reveals the four retail design trends she predicts will take 2024 by storm.

1. ‘Transformative’ retail experiences

Brands are recognising the importance of interactive services and moments within the physical shopping environment to drive footfall. 

This is why we will witness a much wider design transformation in bricks-and-mortar in 2024, where the emphasis will be on providing much more memorable experiences.

Despite being digital natives, 88% of Gen Z want to visit physical stores, according to a survey by commerce solution provider Aptos Retail, with special events and interactive displays cited as top draws.

READ MORE >>> https://www.cosmeticsbusiness.com/understated-luxury-and-guerilla-claims-top-2024-s-retail

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guerrilla definition


Also found in: ThesaurusEncyclopediaWikipedia.


member of an irregular military force: They used guerrilla tactics to overthrow the city.
Not to be confused with:
gorilla – an ape: It was the second time the gorilla escaped from the zoo.
Abused, Confused, & Misused Words by Mary Embree Copyright © 2007, 2013 by Mary Embree


 or gue·ril·la  (gə-rĭl′ə)
member of an irregular, usually indigenous military or paramilitary force operating in small bands in occupied territory to harass and undermine the enemy, as by surprise raids.
1. Of or relating to guerrillas or their tactics.
2. Using unconventional and usually inexpensive means to generate interest or raise concern among the public, as in commercial marketing or social activism.

[Spanish, raiding party, guerrilla forcediminutive of guerrawarof Germanic originsee wers- in Indo-European roots.]
American Heritage® Dictionary of the English Language, Fifth Edition. Copyright © 2016 by Houghton Mifflin Harcourt Publishing Company. Published by Houghton Mifflin Harcourt Publishing Company. All rights reserved.




1. (Military)
a. member of an irregular usually politically motivated armed force that combats stronger regular forces, such as the army or police
b. (as modifier): guerrilla warfare.
2. (Botany) a form of vegetative spread in which the advance is from several individual rhizomes or stolons growing rapidly away from the centre, as in some clovers. Compare phalanx
[C19: from Spanish, diminutive of guerra war]
guerˈrillaismgueˈrillaism n
Collins English Dictionary – Complete and Unabridged, 12th Edition 2014 © HarperCollins Publishers 1991, 1994, 1998, 2000, 2003, 2006, 2007, 2009, 2011, 2014



or gue•ril•la

 (gəˈrɪl ə)

n., pl. -las.
member of a band of irregular soldiers engaged in guerrilla warfare.
[1800–10; < Sp, diminutive of guerra war (< Germanic; compare war1)]
Random House Kernerman Webster's College Dictionary, © 2010 K Dictionaries Ltd. Copyright 2005, 1997, 1991 by Random House, Inc. All rights reserved.


gorilla - Guerrilla is from a Spanish diminutive of guerra, "war," and refers to a soldier of an independent armed resistance force; gorilla is the ape.
See also related terms for soldier.
Farlex Trivia Dictionary. © 2012 Farlex, Inc. All rights reserved.


combat participant in guerrilla warfare. See also unconventional warfare.
Dictionary of Military and Associated Terms. US Department of Defense 2005.
ThesaurusAntonymsRelated WordsSynonymsLegend:
Switch to new thesaurus
Noun1.guerrilla - a member of an irregular armed force that fights a stronger force by sabotage and harassmentguerrilla - a member of an irregular armed force that fights a stronger force by sabotage and harassment
guerilla forceguerrilla force - an irregular armed force that fights by sabotage and harassment; often rural and organized in large groups
MaquisMaquisard - a guerrilla fighter in the French underground in World War II
urban guerrilla - a guerrilla who fights only in cities and towns
warrior - someone engaged in or experienced in warfare
Based on WordNet 3.0, Farlex clipart collection. © 2003-2012 Princeton University, Farlex Inc.


noun freedom fighterpartisanirregularunderground fightermember of the underground or resistance The guerrillas threatened to kill their hostages.
Collins Thesaurus of the English Language – Complete and Unabridged 2nd Edition. 2002 © HarperCollins Publishers 1995, 2002