What makes a flagship store

Designed to stand out from the crowd and offer consumers a different type of shopping experience to their usual store visit, the flagship store has a key role to play for both luxury and lower priced retail brands. Typically located in prime urban retail corridors and generally larger in size than the average fleet store, flagships serve as a showcase for new technology, original artwork, remarkable architecture and dramatic interior design.

They often carry exclusive merchandise and offer specialty services. Their size is meant to impress the shopper, and it also allows for extending the merchandise mix beyond what an average store offers. Those unique extras are what help make flagships special. Most often found in luxury flagships, famous or one-of-a-kind artwork helps make a space distinctive and special. Not only is art an added attraction to drive interest in a flagship, but it also generates feelings of authenticity and extravagance.

The flagship store as we know it is changing. Experts say that large flagship stores that do not offer exciting and engaging experiences are no longer effective marketing tools for brands. Here's how the flagship store will likely change in the future.

Smaller formats. Less inventory. Places to immerse yourself in the brand's personality. In-store services. An omnichannel experience. Constantly changing. Loading Something is loading. Email address. Nike Glossier Live. Deal icon An icon in the shape of a lightning bolt. Measure content performance. Develop and improve products. List of Partners vendors.

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Updated on August 02, Key Takeaways A flagship store is a retailer's lead, largest, or otherwise most important store. Spread over three floors, it takes the classic interactive Lush shopping experience and amplifies it. On the ground floor is the Lush Spa where customers can book massages and other special treatments, and a sensory perfume experience which boasts different rooms themed around each fragrance.

A stunning foot square glass cube complete with lit-up Apple logo houses the entrance. Once inside customers have to go down the elevator or curving stairs to get into the store proper.

The store also offers a vast programme of events and workshops helping customers get to grips with everything from product basics to videography. Interactive mirrors respond to products, global events are livestreamed and throughout screens dominate without feeling overwhelming.

Plus, Burberry puts on various cultural offerings including in-store gigs. To add something extra special to the experience, Burberry created an exclusive Regent Street collection for the store on opening. This was the first time the company had ever made a line specifically for a store.