Creating community: how retail brands can capitalise on the ‘third place’
Inside Retail
JULY 24, 2024
If you’ve seen an episode of Friends , Seinfeld or How I Met Your Mother , you’ll notice most scenes occur in a space other than the main characters’ homes or workplaces. In cafés, bars and diners, friendships are made and bonds strengthened as the most impactful memories of the characters’ lives unfold in this so-called ‘third place’. It’s a concept sociologist Ray Oldenburg identified in 1989 and it speaks to a physical location where people can belong – outside of home, school or work.
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