# Modern Department Store Renewals St Petersburg's Au Pont Rouge Recently Got a Makeover By Rebecca Byers | Published 2016-05-23 | Luxury Source: Trend Hunter, https://www.trendhunter.com/trends/au-pont-rouge References: [superfuture](http://superfuture.com/supernews/st-petersburg-au-pont-rouge-store-renewal) The Au Pont Rouge department store in St Petersburg recently underwent a makeover that has seen the store reimagined in an ultramodern context. Boasting textured ceilings in bold teal hues and gallery-worthy merchandising of various [luxury offerings](https://www.trendhunter.com/trends/contemporary-luxury), the new experience of Au Pont Rouge is designed for the modern consumer who is looking for [multi-sensory engagement](https://www.trendhunter.com/trends/deji-plaza-phase-ii) and entertainment while shopping in brick-and-mortar spaces. The St Petersburg department store was overhauled by New York-based firm [Architecture at Large](https://www.trendhunter.com/trends/balenciaga-flagship-store), with the team led by chief architect Rafael de Cárdenas, who emphasized flexible non-traditional shopping spaces that can be easily reconfigured as needed. The new teal-hued space occupies the Au Pont Rouge's third and fourth floors, which recently revealed following the store's general reopening in 2015. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 93% | Activity: 71% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Luxury](https://www.trendhunter.com/luxury) > [Luxury Fashion](https://www.trendhunter.com/luxuryfashion) ## Key Themes ### What's Driving This Trend - **Multi-sensory Shopping:** Creating immersive shopping experiences that engage multiple senses, such as sight and touch, can attract modern consumers. - **Flexible Retail Spaces:** Designing non-traditional shopping spaces that can be easily reconfigured allows for adaptability and constant innovation. - **Ultramodern Store Designs:** Revamping department store aesthetics with bold, contemporary designs can appeal to the modern consumer seeking unique experiences. ### Who This Affects Most - **Retail:** The retail industry has an opportunity to create immersive shopping experiences that incorporate multiple senses to attract and engage customers. - **Architecture:** The architecture industry can leverage their expertise to design flexible retail spaces that can adapt to changing consumer needs and preferences. - **Luxury Goods:** Luxury brands can utilize ultramodern store designs to differentiate themselves and provide unique shopping experiences for their affluent clientele. ## Related on Trend Hunter - [Boutique Grocery Makeovers](https://www.trendhunter.com/trends/womens-clothing-boutique.md) - [Restored Retail Interiors](https://www.trendhunter.com/trends/moma-design-store-soho.md) - [Substantial Retail Environment Redesigns](https://www.trendhunter.com/trends/cosmetics-and-beauty-department.md) - [Gallery-Like Retail Floors](https://www.trendhunter.com/trends/globus-basel.md) - [Retail Design Landmarks](https://www.trendhunter.com/trends/d142.md) - [Modern Luxury Retail Concepts](https://www.trendhunter.com/trends/boss-boutique.md) - [Red-Hued Store Interiors](https://www.trendhunter.com/trends/road-to-awe.md) - [Soft Modernist-Inspired Retail Interiors](https://www.trendhunter.com/trends/miami-design-district.md) - [Energetic Green Retail Makeovers](https://www.trendhunter.com/trends/longchamp-store.md)