Ariel Haroush, Outform & Future Stores

The 16:9 PODCAST IS SPONSORED BY SCREENFEED – DIGITAL SIGNAGE CONTENT

One of the particularly interesting things about Outform is how a company that's been doing digital in retail for 20-plus years is not all that well known in digital signage circles.

Not that it's hurt the Miami-based company, which has offices and manufacturing facilities all over the world, and has delivered countless tech-centered shopper engagement solutions for some of the world's biggest brands.

I'd been operating mostly with the impression that Outform designed nice-looking digital fixtures for retail, but there is a lot more to the company than that. They do the whole nine yards of retail from idea through execution.

I had a great chat that could have gone on for a few hours with Outform founder Ariel Haroush. We started with the company's roots and how Haroush kind of fell into scalable digital solutions for retail. We get into how the company works and the state of things like retail media.

Then we spend quite a bit of time talking about Haroush's ambitious new venture, called Future Stores. It takes the notion of pop-up stores, and gives it the scale and digital experience demanded by big global brands. The first location opens in central London on October 30th.

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TRANSCRIPT

Ariel, thanks for joining me. For those who don't know, can you give a rundown of what Outform does and their background? 

Ariel Haroush: Outform is a retail marketing company in essence. We've been referred to as an innovation agency because we are very much on the cutting edge of retail, experiential, and innovation in retail. The company does everything from design all the way to execution, which is quite unique because we have the ability to ideate and strategize like a typical agency that you would expect. But we are transitioning seamlessly into the execution room. So everything we ideate, we engineer, we prototype and we manufacture.

So while the business has a very, I would say appeal of an agency, we are, in essence, a manufacturer at scale, and we have manufacturing facilities all over the world in three main regions in Europe, in Asia, and in the States alone, we have two manufacturing facilities, both in Chicago and in San Francisco.

Did you start as a manufacturer and evolve into an agency or vice versa, or none of the above? 

Ariel Haroush: My journey as the founder of Outform was quite unique. My passion for the industry actually started when I watched the movie Back to the Future. I'm sure you remember Marty flying all the way to the future with the DeLorean and then you see this billboard transform into a shark, and I was just mesmerized by it, and there's something in it that made me say, “oh my God, this is what I want to do.” 

So when I started my career, I was always very much leaning to the visual aspect of things. I had an office in Times Square and I was looking at all the signage there and I went, geez, why no one is doing it on a commercial level, and that was the seed of founding Outform. So I started really with no manufacturing background, but with a lot of passion towards how spectacular signage should be, and I was able to convince one customer to give me an opportunity. Back in the days it was Siemens and I had done this huge mobile phone replicas in, one of the biggest trade shows called CeBIT and that was an experience, and one thing led to another, the second customer was Samsung, and I was moving from one customer to another, creating those experiences. 

As things evolved, one of the biggest opportunities that I've got was a customer, in the United States, in Chicago that said, “Hey, are you doing all this massive, spectacular signage. Would you mind doing something smaller in scale?” I said what do you mean by that? He said, we don't need giant signage. We need something that we can fit into a retail store, and I said, okay, what do you have in mind? He said, I need 20 mobile phone replicas in a size of, not bigger than a meter or three feet. And I said, gee, that sounds like a lot of units, and back in the days I used to do those things in the Philippines, and he called me about two weeks later and he said oh, by the way, it's not 10 units, it's 500, and I was like, what? So the factory owner in the Philippines said, “Hey Ariel, we cannot do 500.” I said, so what do I need to do? He said, you need to fly to China and look for someone to do injection tools for molds. 

So I took my backpack and I went into Chi