Luxury British multi-brand retailer Flannels has opened an 18,000 square
foot flagship boutique and concept space on London’s Oxford Street.
The new 10 million pound London flagship is the retailer’s 45th location
in the UK and introduces a new design concept created by Italian studio
Pconp, who have previously designed spaces for Gucci and Tom Ford, in
partnership with artist Riccardo Previdi.
Inspired by the spirit of contemporary fashion and artistic references
including Odillon Redon’s paintings, Pconp has created a dynamic and
luxurious space devised to allow Flannels to “tell its story and the story
of its brands,” explains the retailer in a statement.
The flagship spans four floors and houses a curated mix of men’s and
women’s luxury designer clothing and accessories, featuring catwalk
collections to the latest streetwear drops, from emerging designers and
luxury’s biggest names including Balmain, Burberry, Ganni, Gucci,
Off-White, Versace and Vetements.
The new store also has a unique concept floor that will host a range of
services and experiences with permanent and guest collaborators and
concessions, including exclusive customised sneakers by The Shoe Surgeon,
curated watch edits by Watch Anish including brands such as Panerai,
technology by Bang and Olufsen and luxury home accessories. In addition to
this, exclusive product drops in collaboration with luxury labels will drop
throughout the season, with the aim of offering shoppers truly unique
products, only available at Flannels.
The dedicated concept space will house a changing line-up of immersive
experiences and events, alongside interactive store elements including art
installations, while on the exterior there is a three-storey curtain
walling of 4K digital screens which will host W1Curates, one of the world’s
biggest permanent digital public art installations, as the flagship aims to
become a “theatrical retail destination” for London.
To launch the store, Flannels is partnering with American-based sneaker
store, Flight Club, which has locations in New York and LA, to house the
brand’s first-ever London-based retail space. Hosted on the second floor,
the exclusive area will offer one-of-a-kind, rare and coveted trainers from
the world’s biggest brands.
Flannels unveils 45th store on London’s Oxford Street
Flannels London Oxford Street will also debut the brand’s ‘Style and
Collect’ service, enabling a luxury shopping experience on and offline by
marrying the convenience of click and collect, with the store’s premium
shopping environment. Shoppers can purchase online and have their order
delivered to the London store, where their pieces will be ready to try on
in its luxury changing suites, with assistance from the brand’s fashion
advisors. Visitors will also have access to one to one appointments,
providing edits of the latest collections tailored to each customer.
The flagship is housed on the site of what was once the Marquee Club,
and Flannels have stated that they plan to continue the cultural legacy of
the building through visual art and music. Street artist Alec Monopoly will
be one of the first artists to partner with the brand and has created two
custom pieces for the store, which he will finalise during an exclusive
event at the London location. In addition to this, DJ nights will take
place in-store every Thursday and Saturday, offering shoppers an
opportunity to see some of the best established and up and coming DJs
perform each week.
This significant investment is part of the business’ expansion strategy
to create luxury retail experiences, spearheaded by the group’s head of
elevation, Michael Murray, who has said that the retail group is set to add
an additional 16 stores over the next year alone. Flannels has stated that
they will be investing in disused locations to create thousands of jobs
across the UK in towns including York, Chester and Solihull.
Flannels first opened in the north of England in 1976, the luxury
retailer now has over 40 locations throughout the UK, which focus on the
in-store experience alongside e-commerce to combine the “best of real-life
shopping with the speed and ease of an online boutique”.
Images: courtesy of Flannels by www.theotzia.co.uk
