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Creating a Unique Retail Experience

Common People blends chic ambiance, an eclectic mix of art and fashion, and RFID technology to wow consumers.
By Mark Roberti
Feb 14, 2011—Every retailer in the world dreams of creating a store that is a destination—a place to which locals and tourists flock because being there is an experience, and buying something is a reminder of that experience.

Monika Feldman and her husband, Max, have done just that in Mexico City, turning a four-story, 5,200-square-foot 1940s Colonial-style mansion in the high-end Mexican district of Polanco into a unique shopping experience. Their store, Common People, combines chic ambiance, an eclectic mix of art and fashion, and radio frequency identification.

When a customer hangs up garments that he or she wants to try on in the dressing room, the RFID tags on those items are read and images of the clothing are displayed on the touch screen.
Monika Feldman says she had admired the house every day while walking by it on her way to Byzanz, the fabric shop across the street that she and her husband own. Thus, she says, they decided to turn it into "a place to be filled by uncommon things for common people."

The store, which opened in November 2010, caters to everyone, Feldman says. It features a wide variety of products, including clothes designed by Comme des Garcons, Carolina Herrera, Alessa Casati, Chic by Accident and Prada, as well as jewelry from Alexis Bittar and others. There are also books, DVDs, music CDs and home furnishings, and the store hosts exhibits from local and international artists—the first of which featured glass pieces by Mexico's Orfeo Quagliata, including a seven-foot-long glass syringe filled with Swarovski crystals.
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