Just as the nautical term implies, "flagship" stores are large, heavily stocked and generally the most prominent of its kind. Since flagship stores are typically larger retail locations, this means that there’s also a bigger budget and space for grand designs. Although there are all sorts of flagship stores, they are frequently associated with designer fashion brands, because these are typically some of the most fashion-forward and avant-garde stores.
Visiting the stores themselves becomes part of the brand experience, delivering excitement, glamor and drama through wall installations, ceiling fixtures and sculptural product displays. Viktor & Rolf’s new Parisian flagship is a prime example of this; the interior of the shop is entirely felt-covered, making it both novel and timeless.
- Gen Z
- Gen Alpha
- Gen X
- Millennial (primary audience)
