Luxury British multi-brand retailer FLANNELS to open 18,000sq ft flagship boutique and concept space on London’s iconic Oxford Street.
FLANNELS will open the landmark store in the heart of London’s West End and vibrant Soho area, in Summer 2019. The retailer’s 44th location in the UK, the £10m London flagship will introduce a new design concept created by Italian studio P+P in collaboration with artist Riccardo Previdi. Inspired by the genre-defying spirit of contemporary fashion and artistic references that range from Odillon Redon’s paintings to the works of Dominique Gonzalez-Foerster, P+P – who have also designed spaces for Gucci, Tom Ford, Fiorucci and Saint Laurent – have created a dynamic and luxurious space devised for FLANNELS to tell its story and the story of its brands.
Situated on the most iconic (and busiest) shopping street in Europe, the store will house four floors of carefully curated men’s and women’s luxury designer clothing and accessories. From runway collections to the latest streetwear drops, the store’s brand portfolio spans the hottest emerging designers and luxury’s biggest names.
A unique concept floor will host a range of services and experiences with permanent and guest collaborators and concessions, set to include luxury sneaker customisation by The Shoe Surgeon, sneaker re-selling, curated watch edits by Watch Anish, technology by Bang and Olufsen and high- end homeware. A dedicated pop-up space will house a changing line-up of immersive experiences and events, marking a new era of experience shopping. With interactive store elements, from retro- inspired video games to art installations, the store will be a captivating and theatrical retail destination for London.
FLANNELS London Oxford Street will also debut the brand’s innovative Style & Collect service. Style & Collect enables a luxury shopping experience on and offline by marrying the convenience of click & collect, with FLANNELS’ premium shopping environment. Shoppers can purchase online and have their order delivered to their nearest FLANNELS location, where their pieces will be ready to try on in one of FLANNELS’ luxury changing suites, with assistance from the brand’s trained fashion advisors.
Housed on the site of what was once the Marquee Club, FLANNELS plans to continue the cultural legacy of the building through visual art. The exterior of the store features a three-storey curtain walling of 4K digital screens which will host @W1Curates, one of the world’s biggest permanent digital public art installations. The programme will give established and emerging artists an unrivalled creative platform from which to exhibit their work and will host up to twenty-four artists in the next twelve months. Alongside working with some of the art world’s biggest names, the programme is dedicated to giving students the opportunity to showcase their art and will work with local art schools on collaborative projects.
This significant investment is part of the business’ expansion strategy and ongoing commitment to luxury retail experiences, spearheaded by the group’s Head of Elevation, Michael Murray.
With a view to expand FLANNELS by an additional 16 stores over the next year alone, FLANNELS endeavours to strengthen the British high street, investing in disused locations and creating 1000s of jobs across the UK including towns such as York, Chester and Solihull. Michael Murray says: “Luxury shopping is no longer a niche and the desire for premium pieces is higher than ever. Much of FLANNELS’ success is due to its inclusive exclusivity ethos, we want our shoppers to feel part of a community. Thanks to the Internet, consumers are more knowledgeable than ever, so we’ve ensured the new look FLANNELS stores are styled on our regional boutiques where the people who work in them know everything about the brands, designers and trends. The staff know the majority of their customers’ names and their style, changing their shopping experience from a general one to a very personal one.”