Building lasting relationships should be the goal of any retail organization. The way to do that is through personally connecting brands with customers. When customers have established trust with a company, they come back time and time again. That’s why it’s no surprise that retail brands are expanding into events and hospitality, creating a lifetime of memories for their customers.

In the same way that immersive experiences bring brands to life, events and hospitality, ranging from a special night at a hotel to an elegant wedding, are the latest way that brands are parlaying their role into something new. 

Long before anyone was doing this, the Ralph Lauren Polo Bar was at the forefront of the movement. The stylish yet laid-back oak-filled bar is filled with the iconic American designer’s favorite things. Since then, brands have been clamoring to follow suit, trying to create coveted spaces that exude their brand’s aesthetic. 

Recently, three companies have been doing it right. Anthropologie, RH, and Shinola have each taken their brand and expanded into events and hospitality with great success. Here is a look at how they forged a path toward a greater bond with their audience. 

Anthropologie’s Move into Weddings and Hotel Rooms

Known for its bohemian-chic and eclectic style, Anthropologie is a clothing and home brand with a strong following. The company has moved into shoppable hotel suites, bringing its romantic aesthetic to a night at a hotel. This Spring, they relaunched the Anna Suite by Anthropologie Home at MICHELIN Key Hotel Anna & Bel in Philly, now reimagined with the brand’s Spring 2026 collection.  From layered textures and patterns to eyelet café curtains in the kitchenette, the suite is fully shoppable for guests and taps into some of the season’s defining design trends.

“By integrating our Spring 2026 collection into such a storied Philadelphia landmark, we’re offering guests more than just a place to stay – we’re giving them a living showroom where they can fully immerse themselves in the Anthropologie Home aesthetic,” said Katherine Finder, Chief Merchandising Officer at Anthropologie Home.  “From the tactile velvet of the furniture to the artful tablescapes, every detail is designed to be lived in, loved, and ultimately, brought home.”

Anthropologie’s outdoor and home brand, Terrain, is also moving into experiences with its five private event venues. Terrain Gardens at Wayland Village, just 20 minutes outside Boston, will debut this summer. The venue will turn the company’s unique retail style into a showcase for its items, while creating an exciting means of building brand loyalty through stunning weddings. 

The Curated Lifestyle of RH 

Previously known as Restoration Hardware, RH is a luxury home furnishings curator that went big on an experiential plan and reaped the rewards. The company transforms historic buildings in major urban hubs into curated experiences that customers jump at the opportunity to visit. Last year, they opened RH Paris, the most anticipated opening since the company began its expansion into Europe. From a luxury restaurant to a jaw-dropping staircase lined by brass medallion balustrades, the space is viewed as an experience rather than a store. 

While some described RH’s strategy as risky, it announced revenues of $814m in the quarter ending May 3, 2025, with 11.97% growth. This brings the company’s revenue in the past 12 months to $3.27bn, the Financial Times reported. 

“The American luxury home furnishings company has a simple strategy: take over grand buildings in the world’s global hubs and turn the buying experience on its head, creating a curated lifestyle within a framework of spectacular architecture that visitors can find themselves immersed in,” the piece stated.

Shinola Hotel is the Ultimate Brand Showcase

Highlighting the diverse industrial history of America, Shinola is a Detroit-based brand known for luxury leather and watches. The company has spun its retail success into a full-blown experience with the Shinola Hotel, located in a restored industrial building in downtown Detroit. In addition to having the stylish hotel filled with their products like a living catalog, the hotel invites guests to dine, play, and sleep in their curated environment. They’re invited to feel like they’ve stepped into one of their Instagram posts. 

The Shinola Hotel has 7 event spaces with nearly 20,000 square feet of event space, fit for everything from corporate retreats to weddings. Restaurants range from upscale to casual, allowing guests to pick the environment that best suits them. Adorned with a collection of local art and a library, the hotel hosts fun events like jazz performances, bringing their products to life in a way that makes guests feel closely aligned with the brand. 

Establishing immersive brand experiences resonates with an existing customer base and recruits new members. That’s why companies need to think in the long term. How can they dig deep to truly resonate with the public? As Anthropologie, RH, and Shinola have shown, events and hospitality are the perfect extension of the original storefront. By becoming a core memory to their customers, they’ve established a place in their minds forever.