The Future of Design in Retail? Revolutionary Retail Brands Have Soul

The future of design in retail? Let's rethink that, says Emile Colker, executive director of design and innovation firm IDEO, where she works with businesses on “click-to-brick” experiences and digital transformations. Real competitors in the new economy are taking stock of major shifts in the wider market – from the gig economy, to the circular economy, to the offline exodus and the online ascendancy, future retail is changing from a transactional to a relational experience.