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Culturally Inspired Flagship Stores

The New TOMS Flagship Features Elements of Greek Culture

— April 11, 2016 — Business
Following in the footsteps of many other brands, the new TOMS flagship in Thessaloniki, Greece, incorporates elements of the local community into the shopping experience. Instead of simply giving consumers a new place to purchase the brand's merchandise, the store is designed to turn shopping into an interactive and social event.

Designed by FORMrelated Studio, the new TOMS flagship features a shop, a cafe, a bar and several interactive spaces. The store itself is located inside an iconic Thessaloniki building, with elements of the original structure woven into the new design. In fact, the designers sought to upcycle as many materials as possible, using everything from the original wood-burning stove to the cast iron fixtures. The effect is a space that pays homage to the city of Thessaloniki, while also giving consumers a more immersive shopping experience.
Trend Themes
1. Cultural Immersion - Opportunity to incorporate elements of the local community and culture into the shopping experience, creating a more interactive and socially engaging environment.
2. Multi-purpose Flagship Stores - Potential for flagship stores to go beyond just retail, incorporating additional spaces like cafes, bars, and interactive areas to enhance the overall shopping experience.
3. Sustainable Upcycling - Opportunity to utilize and upcycle existing materials and elements of the original building to create a more eco-friendly and unique store design.
Industry Implications
1. Retail - Retail industry can embrace the trend of culturally inspired flagship stores to create immersive and interactive shopping experiences for customers.
2. Hospitality - Hospitality industry can explore the idea of incorporating cafes and bars into flagship stores to offer consumers additional spaces to relax and socialize.
3. Sustainable Architecture - The architecture and design industry can find disruptive innovation opportunities in the concept of upcycling existing materials, creating sustainable and unique store designs.
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