The wrapping IS the gift

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Intangibles are the new tangibles! In saturated, experience-driven consumer societies populated by experience-craving consumers, what's more important: the inside or the outside? Functionality or design? A Prada dress or the massive Prada shopping bag that it comes with, for all to see when the owner trots down Sloane Street or West Broadway? Springwise could go on for hours about MASSCLUSIVITY-obsessed consumers, but as always, we prefer real-life examples of innovative business ideas that exploit status anxiety. So check out this phenomenon: stores dedicated to gift wrapping. One stylish, sumptuous wrap is worth more than 10 crappy presents, and stores like…

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