According to David Bourguignon, head of insights at Paris-based luxury consultancy MAD, “experiential flagships” can generate traffic, loyalty and more.
brand to open a huge flagship without adding a museum, an eatery, a gallery or other lifestyle amenities?Let’s put it this way: if you are a luxury brand that clients want to live, exploring the possibility of experiential flagships is probably relevant. If your brand’s core business is suffering, the risk is greater to create an “experiential flagship” that doesn’t generate traffic.
But the “right” experiential feature is the alchemy of a specific narrative that both fits the brand DNA, and the flair of the specific store location, as it creates the sense of cultural depth that makes for a truly satisfying lifestyle experience. Then sky is the limit — cafés, art galleries, concerts, barbers, clubs — experiences that are meant to be relived several times should be favored.
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