What: The BeautyMatter x SCAD report demonstrates how innovative retail environments in Shanghai and Singapore are setting new standards for Gen Z engagement and brand loyalty.

Why it is important: The findings show that Gen Z's expectations for authenticity and personalisation are pushing retailers to close the gap between what they claim to offer and what consumers actually experience.

Shanghai and Singapore are treating physical retail as cultural infrastructure. A new BeautyMatter x SCAD white paper — based on three weeks of field research by 28 SCAD students — documents what Gen Z expects from stores there, and what that means globally. Across flagship stores, malls, and concept spaces, students observed how this generation moves between a phone and a store without distinguishing between them, demanding authenticity, personalisation, and emotional connection from brands at every point of contact. The report details how retailers are leveraging local heritage, multi-sensory environments, and co-creation to build lasting loyalty and community. In both cities, stores operate less as points of sale and more as entry points into ongoing brand relationships, while digital integration tracks consumers across platforms without requiring them to restart the relationship at each touchpoint. The research confirms the importance of service quality and human connection, revealing that Gen Z's expectations in these markets are already setting the benchmark for what physical retail must deliver everywhere else.

IADS Notes: The BeautyMatter x SCAD report is supported by recent industry news, such as Inside Retail (April 2025) on Singapore's City Square Mall's $50 million redesign toward AI-integrated, experience-first retail, The Chosun Daily (February 2026) on Korea's move to lifestyle-driven department stores, and MBS (March 2026) on the value of placemaking. Le Figaro (March 2026) highlights the integration of art and culture in department stores, while Forbes (February 2026) and The Robin Report (March 2026) confirm that closing the gap between what Gen Z expects and what most retailers currently deliver remains the sector's defining challenge.

The future of experiential retail