Retail Reimagined: What’s Working in Post-COVID Brick-and-Mortar

Retail isn’t dead, it just got a serious glow-up. Post-COVID, brick-and-mortar is bouncing back in big, bold, and brilliantly creative ways. And as someone who spent over 20 years in architecture and now helps bring these spaces to life on the general contractor (GC) side, I can tell you that the most exciting ideas are happening where design, experience, and community collide. 

Today’s best retailers aren’t just selling products, they’re creating moments that make people want to show up, stay awhile, and snap a selfie. Here are five ways that brands are bringing brick-and-mortar to life. 

1. Shopping as an Experience 

Customers don’t just want stuff, they want stories. Nike’s House of Innovation lets you customize your kicks and explore augmented realized (AR) enhanced displays. Erewhon, the cult-favorite L.A. grocery store, has turned buying a $19 USD smoothie into a lifestyle. These brands are giving people a reason to get off the couch—and that’s no small feat. 

2. Small Spaces, Big Personality 

Retailers are thinking smarter, not larger. Digitally native brands like Allbirds and Warby Parker are using smaller footprints to create focused, high-touch environments. These aren’t just stores, they’re brand showrooms, community hubs, and places to connect (and yes, try on the shoes first). 

3. CAMP: Retail Meets Pure Imagination 

CAMP is a toy store… with a twist. Behind a hidden door, you’ll find immersive, rotating themed experiences that blend play, storytelling, and hands-on creativity. One month it’s a crafting lab, the next it’s a PAW Patrol adventure. Parents shop while kids explore—it’s magic. I can’t wait until they open one in the Bay Area! 

4. Retail as a Neighborhood Connector 

Modern brick-and-mortar is going hyperlocal. From highlighting regional makers to hosting community events, retailers are embedding themselves into the places they serve. Even national brands are designing stores that reflect the local culture and vibe. It’s smart—and people notice. 

5. Sustainability Is the New Standard 

Shoppers want purpose. Brands like Patagonia and Reformation are leading with transparency—using recycled materials, offering repair programs, and creating physical spaces that reflect their environmental values. It’s more than a sales pitch—it’s part of the experience. 

What’s the takeaway? 

Brick-and-mortar retail is evolving—and fast. It’s no longer about transactions. It’s about connections, discovery, and storytelling. And as someone who’s designed these spaces and now builds them, I love helping brands bring that vision to life. 

At Deacon, we get excited about working with bold thinkers who see physical space not as a footprint, but as a platform. 

Kelly Leanos, Deacon Construction LLC

Kelly has worked in commercial real estate for 28 years, starting in architecture and design. She works at Deacon Construction, where she focuses on retail, industrial, office, and healthcare projects. She served as CREW East Bay President in 2022 and continues to stay involved in CREW East Bay and CREW Network on the Industry Research Committee.

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