Amazon is quietly testing a new physical retail concept in which it merchandises rotating curated themed collections.
Dubbed Presented by Amazon, the concept is live in four premier, high-trafficked malls across the U.S.: Century City Mall in Los Angeles, Westfield San Francisco Centre Mall in San Francisco, Fashion Show Mall in Las Vegas and Westfield Old Orchard Mall in Skokie, IL.
P2PI visited the Westfield Old Orchard outdoor mall location last month, where Presented by Amazon is housed in a glass enclosed shop dubbed The Cube and located near Macy’s.
An employee told P2PI that the location opened late last year and has since been themed for Walt Disney Co., Under Armour, Mattel’s Barbie and Marvel — the last one ongoing at the time of P2PI’s visit.
“That is new retail, it’s this concept that something can exist in a moment in time to capture a trend,” Molly Schonthal, vice president of strategy and innovation at Boston-based provider of e-commerce content management solutions Salsify, told P2PI. "These Amazon pop-up stores are exactly emblematic of what’s happening now which is a flow-through from digital to physical and back again, creating moments that matter.”