Experiential Retail: Discovering Chess Club and Maps

Galleria SW 10th Ave seen from my MAX commute

A Fresh Start for Retail

I entered Chess Club, a magazine shop that just opened on Glisan and 6th in Old Town Portland, OR. An event had just wrapped up — How to Start a Magazine. The owner, Andrew, was saying goodbye to a couple of attendees. He wore baggy pants, a loose long-sleeve shirt, and a snug five-panel hat over his short hair.

I introduced myself, and he kindly said, “Let me know if you have any questions,” before heading off to his duties. Five years into the decade, which began with a global pandemic, retail stores had shut down, leaving people hesitant to go outside. Now, I’m starting to feel a resurgence in real-life shopping. Spaces like Chess Club are welcoming people back into the experience of engaging with businesses.

The Layout of Chess Club

Chess Club’s layout is straightforward. White walls house neatly displayed magazines on thin shelves. They are organized by categories like fashion, photography, design, pop culture, and world magazines. Behind the magazines lies another section — Chess Club’s event space.

Since they had just finished their How to Start a Magazine event, chairs were still arranged in front of a long podium. The podium was flanked by speakers and screens on both sides. Chess Club identifies itself as an experiential retail space. This is part of a broader movement where retailers transform shopping into immersive experiences.

Rather than just displaying products for sale, experiential retail creates memorable customer journeys through interactive elements. Unique events and personalized services foster a stronger connection between brand and customer.

The Vibrancy of Maps Goodspace

On the other side of the Willamette River, at Stark and 6th, is Maps Music. During the workweek, they function as a music licensing agency. However, on Sundays, they transform into Maps Goodspace. It’s a charming third space every creative needs.

One Sunday during prime brunch hour, I biked from my studio across the Burnside Bridge. I passed lovers holding hands and couples showing affection as they waited outside busy restaurants. It was a gloomy late-April morning when I pulled up to Maps Goodspace, locking my bike to one of the protruding rails.

Inside, Alex, the founder of Maps, greeted me with a smile. Crystal, a lovely receptionist, also welcomed me. Both were genuine and kind individuals. Alex wore a blue collared worker shirt, while Crystal opted for a black knitted long-sleeve shirt.

They told me Maps had hosted a dinner event the night before. At this event, a record they’re promoting was translated into a culinary experience by a local chef. We chatted about the movie Conclave and how neither of us truly understands how a Pope is chosen.

Alex offered me some tea while a record spun in the background. The music added to the relaxing atmosphere. It reminded me that Sundays are made for casualness. That’s exactly what Maps Goodspace embraces — no pressure, no commercialization, just comforting music and warm tea.

The Value of Experiential Retail

Experiential retail spaces like Chess Club and Maps Goodspace offer more than just products or services; they create community and connection. In a world where online shopping has become the norm, these spaces remind us of the pleasure of engaging with brands and with each other.

The unique events serve as conversation starters. Experiences shared among friends and new acquaintances can lead to lasting relationships. This approach caters to human desires for interaction and creativity. As businesses adapt to these shifts, we can expect more places designed for community and creativity.

Subtle changes in the urban landscape are also important. The revival of spaces dedicated to experiential retail supports local businesses. They contribute to the economic recovery of neighborhoods like Old Town Portland.

Lastly, I believe that the principles of experiential retail are crucial for businesses today. They create a deeper, more meaningful relationship with the customer. "Experiential retail" is not just a trend; it’s the future of shopping.

Chess Club is located at 435 NW Sixth Avenue and is open 12–6 PM, Thursday through Sunday.

Maps Goodspace is located at 640 SE Stark Street and is open Sundays 11–4 PM and by appointment.