Luxury British multi-brand retailer FLANNELS has opened an 18,000 sq.ft flagship boutique and concept space on London’s iconic Oxford Street.
Thhe £10m London flagship introduces a new design concept created by Italian studio pconp in partnership with artist Riccardo Previdi. Inspired by the genre-defying spirit of contemporary fashion and artistic references including Odillon Redon’s paintings, pconp – 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.
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 including Balmain, Burberry, Ganni, Gucci, Off-White, Versace and Vetements.
A unique concept floor will host a range of services and experiences with permanent and guest collaborators and concessions. A dedicated concept space will house a changing line-up of immersive experiences and events, marking a new era of experience shopping. With interactive store elements including art installations, the store will be a captivating and theatrical retail destination for London.
FLANNELS London Oxford Street also debuts 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 the London store, where their pieces will be ready to try on in one of FLANNELS’ luxury changing suites, with assistance from the brand’s fashion advisors. Visitors will also have access to a personal shopping service where FLANNELS’ team of shoppers will offer one to one appointments, providing edits of the latest collections tailored to each customer.
Housed on the site of what was once the Marquee Club, FLANNELS continues the cultural legacy of the building through visual art and music. 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 gives established and emerging artists an unrivalled creative platform from which to exhibit their work. 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 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.