Fastcompany iconFastcompanySep 13, 2026 ~1 min source read

In the age of AI, L.L. Bean is betting big on brick-and-mortar shopping

Bean flagship, the first thing you see isn't the brand's latest collection of field coats or duck boots. As you climb the entryway's grand staircase, there's a pond exhibit featuring acrylic view ports where children—and curious adults—can pop their heads inside a glass bubble to come nose-to-nose with a trout.

In the age of AI, L.L. Bean is betting big on brick-and-mortar shopping

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Bean flagship, the first thing you see isn't the brand's latest collection of field coats or duck boots.

As you climb the entryway's grand staircase, there's a pond exhibit featuring acrylic view ports where children—and curious adults—can pop their heads inside a glass bubble to come nose-to-nose with a trout.

Bean] "We've concentrated all of our efforts on creating just a one-of-a-kind, retail destination," says Greg Elder, L.L.

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The useful part

Bean flagship, the first thing you see isn't the brand's latest collection of field coats or duck boots. As you climb the entryway's grand staircase, there's a pond exhibit featuring acrylic view ports where children—and curious adults—can pop their heads inside a glass bubble to come nose-to-nose with a trout. Bean] "We've concentrated all of our efforts on creating just a one-of-a-kind, retail destination," says Greg Elder, L.L.

How it works

  • "We want customers to go home with the satisfaction of thinking: I didn't just buy something that solves a problem in my life.

Details worth keeping

Bean's CEO, who takes me on a tour of the new location. I learned something, I experienced something, I got to do something."...

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