Wolff Olins has introduced a brilliant new project. It is a model for the brand of the future called Brand Next. They are introducing this concept through a show entitled The Store for Tomorrow.

Taking an aspect of the Brand Next thinking, The Store for Tomorrow explores the idea of brands as platforms for action, helping people do more and do better.

Held in London and New York, the show highlights ten platform brands that invite people to take part, to give as well as get. And the more people who join in, the better it becomes for everybody.

I think that this model as one that everybody should keep an eye on. In the near future, I hope that we see more brands embrace this way of thinking.