
The Death of Cool: How Concept Stores Lost Their Edge
Senior Strategist, Andrew Bellofatto, shares his point of view on how the Concept Store has changed from a cultural focal point to a mainstay of the modern retail landscape.
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I am Chief Creative officer at UXUS and for me there is no typical day, everyday varies including different challenges and responsibilities. It is my job to ensure the creative integrity is maintained, always guiding the team towards the end goal. I personally decided to step down from CEO to focus on the things that I enjoyed when I first started UXUS.
There were no real challenges as I was able to choose what I wanted as the founder, however finding someone to take on the CEO role was something I found difficult handing over as I needed someone I could trust, which I found in Queenie Lo..
I personally grew up as an outsider in California, I never really felt like I fit in until I moved to Europe back in 1998. Moving here was a whole revelation for me as I consider myself a global citizen.
Working at Nike gave me a greater understanding of consumerism and what it took working in a market where the turnover is extremely quick while spotting key industry trends. This was a huge asset to UXUS as I was able to spot trends within consumer behaviour.
My biggest career-related win was opening UXUS, it has given me endless opportunities allowing me to work in different places giving me more freedom, creativity and insight into the sector.
Despite having its challenges when I started the business 20 years ago, like many new businesses, I am grateful I started it when I did as the world is a very different place now to what it was back then. I never look at things as ‘losses’, rather lessons because it allows us to see how we can do something different next time.
I don’t look at other agencies for inspiration, I focus on our work and give 110% to everything we do. I admire individuals that are savvy with pinpointing consumer mindset, an example that comes to mind is Balenciaga – they understand how to navigate in a fast-paced market while revolutionising a brand that appeals to the younger generation.
I have no regrets, I was unhappy when I was growing up which is what gave me strength in my adult life pushing me to be successful. If I could give one bit of advice to my younger self, it would be don’t worry, what you are going through is part of the growth.
I have had 3 careers, so I am extremely flexible and can adapt myself well - I am very happy with what I am doing at the moment.
It is important to look at how we can reinvent the industry and keep up with consumers. They dictate what we as designers need to provide and consider, which is exciting as it encourages the industry to keep an open mind and take on new challenges that can better not only experiences but outputs.
Inspiration comes from the most unlikely of places, so look outside of what you are already doing, try to observe different things and make connections with things that aren’t necessarily obvious. Don’t be afraid to reinvent yourself!
Things are constantly changing; I belong to a different generation, so it is important to have empathy and understanding when people have different opinions and values. Their reason to work is very different these days to how it used to be. Understanding mindset is important.
I am extremely proud of my team, many started as interns and it is great to be able to help them develop and progress in their careers.
I read 4 different newspapers a day in order to stay up to date with key industry trends, it is vital to understand what is happening within your industry.
This article was originally published by Creativepool Editorial where it first appeared on 16 September 2022: https://creativepool.com/magaz...
Senior Strategist, Andrew Bellofatto, shares his point of view on how the Concept Store has changed from a cultural focal point to a mainstay of the modern retail landscape.
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