At Curious Nation, we’re seeing more and more forward-thinking brands respond to this need by reimagining what a retail space can be. It’s no longer just about selling products — it’s about creating modern-day “third places” that offer genuine engagement and emotional resonance.

When Adore Beauty announced plans to open 25 physical stores across Australia, complete with curated product ranges, digital skin analysis, and communal experience zones, it made waves for good reason. It marked a significant shift in how a digital-first brand views real-world interaction — not as a novelty, but as a strategic advantage.

The rebirth of the third place
Sociologist Ray Oldenburg described third places as the social environments outside home (first place) and work (second place) where community, connection, and culture thrive. Think local cafés, barbershops, and libraries. These spaces have always played a vital role in our social fabric. But now, with more people working from their kitchen tables and socialising through screens, there’s a fresh opportunity — and a real need — for brands to fill that gap.

We believe that the most exciting activations happening right now are the ones designed with this in mind.

From transactions to transformations
Brands like Lululemon, Apple, and Adore Beauty aren’t just building stores — they’re building stages. These are places where consumers can show up, stay a while, learn something new, take part in a community, and leave with a sense of inspiration. It’s what we like to call brand worlds brought to life.

We’ve seen firsthand how powerful these spaces can be. At Curious Nation, our activations are designed to spark real conversation and connection. Whether it’s an in-store experience, a pop-up, or something entirely out of the box, our goal is always the same: create something that people feel.

Digital meets physical in all the right ways
What’s exciting is that this new wave of third places isn’t confined to bricks and mortar. Some of the best examples blur the boundaries between digital and physical. Virgin Australia’s 1 Point Rewards Store is a great example — a live pop-up where customers could redeem real products with just one loyalty point. Qantas ran something similar at Melbourne Airport, using an in-person activation to bring digital reward schemes to life.

These moments work because they make loyalty tangible. They surprise and delight. And more importantly, they remind people of the value a brand can bring into their everyday lives.

Experience is the new loyalty
We believe that in a world of endless choice, experience is what keeps people coming back. Immersive masterclasses, pop-up communities, loyalty-only events — these aren’t just nice-to-haves, they’re new essentials. They give consumers something to talk about, something to share, something to remember.

And the loop doesn’t end when someone walks out the door. By tying these physical touchpoints back to digital platforms, brands can create seamless, personalised experiences that continue long after the initial interaction. Imagine a world where your online preferences shape your in-store visit — that’s not the future, it’s already happening.

Let’s build spaces that matter
At Curious Nation, we believe every brand has the potential to create their own version of a third place — whether it’s a permanent fixture or a one-week activation. The key is to think beyond the transaction and focus on how people want to feel when they spend time with your brand.

Because in a world where physical and digital experiences are becoming one and the same, it’s not just about showing up — it’s about showing up in a way that feels human, thoughtful, and unforgettable.

Let’s create spaces that connect. Let’s build the new third places — together.

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