The new Ralph Lauren flagship store features technology that makes visitors' shopping experience more interesting and interactive.
The store is based in Beverly Hills and allows customers to customize their own purchases via an interactive screen. It has an option to monogram, decide the color and choose the hardware of bags that are found in store, which are then produced to the customers' specifications in Italy. The store is large and takes up two floors that are inspired by the classic, Americana imagery and styles that are so commonly seen as part of this brand's identity.
The new Ralph Lauren flagship store modernizes a brand that is often seen as classic to a fault, resulting in an important rebranding for the fashion house.