What is a flagship store?
A flagship store is supposed to define te most important part of a group: strong emblem. It is considered as the shop window of the brand, and symbolise its territory, its mission, its image, its fame.
What is its goal?
. to modificate the way it can be seen
. to arise its fame
. to create new experiences to its customers
. to gain new customers
. real-estate opportunity
But anyway, one of the main goal keeps focused on creating a strong relationship with the customer, because more and more relation are developed through the web, but virtual things are often quickly forgotten…. To stay in the mind of the customer, is as well done in imposing the brand in really trendy districts and making it more readable…
One of the main difference between the flagship store and the pop up store is that the flagship store is mainly dedicated to big brands which are ever strongly installed, and which are knowing a great success over the years. It has to represent true values, in architecture, but in commercial event as well.
For the Saguez and Partners agency, it has to be a sensorial experience. According to them, the design and the architecture are the first links between the brand and the customer, so they are on fore front to convey the values. The design is supposed to give birth to the brad thanks to colours and forms, and all developed after in a global design. Also, those concept stores can be axed on ambient, discovery, pleasure,a everything necessary to make the customer remembers this sensorial experience.
Example: The Balenciaga flagship store Milan
The entrance which looks precious and luxurious, the stairs are supposed to looks futuristic, and dive the customer in a specific ambient.
The main place, the sale room, where the ceiling have been worked based on the architecture of the Eiffel Tour.
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