Direct-to-consumer bridal brand Floravere is introducing a first-of-its-kind bridal concept store to New York City, and with it, its first-ever permanent physical location.
Floravere made a name for itself by disrupting the traditional wedding industry by making custom dresses affordable and offering at-home wedding dress try-ons. Now, consumers—Millennials in particular—will enjoy being able to visit the brand's NYC flagship for a retail experience that's just as innovative. The experiential shop has been "reimagined for how the Millennial woman shops," allowing people to set up private appointments via the brand's website, direct messages on Instagram and texts. Before an appointment, Floravere sets out the styles that a bride selected online, and sets the scene with a custom mood board and a personalized playlist that's put together from Floravere's digital questionnaire.
Image Credit: Christian Harder