# Multi-Storey Fashion Townhouses Matchesfashion.com Created an Experiential Retail Hub in London By Laura McQuarrie | Published 2018-09-07 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/fashion-townhouse References: [retail-focus](http://www.retail-focus.co.uk/news/3678-matchesfashion-com-opens-mayfair-townhouse) & [matchesfashion](https://www.matchesfashion.com/womens) Luxury retailer Matchesfashion.com recently opened the doors to an [experiential retail space](https://www.trendhunter.com/trends/lacoste-cf-pacific-centre) in London, which spans 650 square meters and five storeys. The new retail destination is set to be a hub for everything from [pop-up cafes](https://www.trendhunter.com/trends/extreme-cashmere-popup) and supper clubs to podcast broadcasting and shopping—in particular, consumers will be drawn to the exclusive collection from [Prada](https://www.trendhunter.com/trends/prada-caff) that can only be found at this location until it launches in Prada stores later in the month. The first two floors of the luxury townhouse are open to the public, with an ever-changing selection of products that urge consumers to return time and time again for a different experience. On the upper levels, other spaces are dedicated to private shopping experiences that are available by appointment only. For those who are unable to visit the store in person, events that take place at 5 Carlos Place in London will be livestreamed and made available online afterwards. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 64% | Activity: 45% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Key Themes Behind This Trend - **Experiential Retail:** Creating multi-storey retail spaces that offer unique and immersive experiences for consumers. - **Exclusive Collaborations:** Partnering with luxury brands to offer exclusive collections that can only be found at specific retail locations. - **Livestreamed Events:** Bringing retail experiences to a wider audience by live-streaming in-store events and making them available online. ### Where This Applies - **Luxury Retail:** Luxury retailers can create multi-storey retail spaces that provide exclusive experiences and collaborations to attract and retain customers. - **Fashion:** Fashion brands can partner with retailers to launch exclusive collections in unique retail destinations, creating a sense of exclusivity and generating buzz. - **E-commerce:** E-commerce platforms can explore live-streaming technologies to bring in-store events to online shoppers, enhancing their shopping experience. ## Related on Trend Hunter - [Museum-Inspired High-Fashion Stores](https://www.trendhunter.com/trends/museuminspired-highfashion.md) - [Record-Breaking Rental Pop-Ups](https://www.trendhunter.com/trends/rental-pop-up.md) - [Luxury Flagship Reopenings](https://www.trendhunter.com/trends/miu-miu-london-flagship.md) - [Experiential Running Shoe Shops](https://www.trendhunter.com/trends/sportsshoes.md) - [Contemporary Luxury Retail Spaces](https://www.trendhunter.com/trends/contemporary-luxury.md) - [Immersive High-Fashion Retail Experiences](https://www.trendhunter.com/trends/bookstore-and-caf.md) - [Curated Intimate Retail Experiences](https://www.trendhunter.com/trends/alaa-flagship-store.md) - [Modern Luxury Retail Concepts](https://www.trendhunter.com/trends/boss-boutique.md) - [Luxury Department Store Takeovers](https://www.trendhunter.com/trends/burberry-and-harrods.md)