Tag Archives: Louis Vuitton
Here’s the latest ‘Ask Alison’ guest post from retail expert and DRG contributor, ALISON BISHOP, on how brands are merchandising their store environments to inspire customers to feel at home
More and more digital brands want to lay down physical roots and create their own permanent stores. At the same time, retailers are ramping up online sales initiatives for increasingly digitally savvy shoppers. So now we have the trend to make showroom-style spaces resemble highly curated homes and apartments. Which makes us want to buy everything and move in.
The trend for homely retailing has evolved over the last year or so, kick-started by luxury players such as Louis Vuitton with its decadent Hong Kong L’Appartement by Andre Fu (below), and the personal shopping bachelor pad at Holt Renfrew’s new-men only Toronto flagship. After opening their relaxed, sun-drenched LA flagship, complete with outdoor pool, The Row are eyeing a similarly homely retail destination in NY’s Upper East Side, according to WWD. Ashley Olsen described the LA store as ‘about setting it up as a home and just having the apparel be a part of the space.’
BELOW: L’APPARTEMENT LOUIS VUITTON In HONG KONG
Stylists Vanessa Traina and Morgan Wendelborn set up US e-commerce site The Line in 2013 as a place to showcase their personal style across homeware, fashion and beauty products. They launched The Apartment (below), an airy Soho loft space, shortly after as a physical embodiment of the site, where customers can meet with the creatives behind labels stocked, and the pair host discussions, workshops and screenings. This form of curated, one-to-one apartment-style selling adds a valuable aesthetic layer to the online shopping experience, where customers are buying into a lifestyle not just a product range. Whistles has taken a similar approach, hosting its last two seasonal press days in penthouse lofts in London (below).
BELOW: THE APARTMENT BY THE LINE
BELOW: WHISTLES PRESS DAY
Alex Eagle is the eclectic curator behind Soho House’s newest retail location, The Store in Berlin (below). There is a stylish lifestyle edit with bit of everything on offer, from designer fashion and accessories, contemporary furniture, homewares and organic food from The Store Kitchen as well as beauty services from Barber & Parlour. It’s designed in the style of a relaxing, homely loft apartment with soft velvet sofas and ‘shabby luxe’ workstations next to the library of books and magazines provided by Idea Books. There’s a florist by Mary Lennox and music by The Vinyl Factory. Everything is set over the spacious ground floor of the Berlin hotel location. ‘I wanted the space to be an open, shoppable private home for everyone to hang out in,’ Eagle said to T Magazine. Suitcase Magazine has a great interview with Eagle where she talks about sourcing localised, new talent across the creative design industries.
BELOW: THE STORE IN BERLIN CURATED BY ALEX EAGLE
SHOWROOM MEETS EDITORIAL
The worlds of interiors, design and even real estate are utilising an editorial, stylised approach to sell furniture and homewares. For the newly renovated, but still off-plan central London Saint Martins Lofts scheme, gallerist and designer Marc Peredis has created a warm, minimalist show apartment, exclusively utilising pieces from artists represented in his Soho gallery, 19 Greek Street (below).
Dutch architecture & design magazine Frame created a 3D rendition of its pages at a pop-up shop in the Felix Meritis building for Amsterdam’s temporary cultural festival, Felix & Foam, in 2014 (below). The space, designed by Dutch studio i29, was intended to be a mirrored universe, using reflective surfaces to create a sensory, immersive shopping experience. Frame curated a mix of new talent from the design world, showcased in modernist room sets, set against the grand backdrop of the building’s 18th architecture. In a similar project last year, German online magazine Freunde von Freunden (FvF) furnished a Berlin flat as part of a 3D editorial project for Swiss furnishings manufacturer Vitra (below and top).
BELOW: SAINT MARTINS LOFTS BY MARC PEREDIS
BELOW: FRAME POP-UP AT FELIX & FOAM
BELOW: FREUNDE VON FREUNDEN APARTMENT FOR VITRA
DINING AT HOME
The idea of curating an ‘at home’ experience is also represented by restaurants, where patrons buy into the vision of the chef as much as the food. At my favourite new restaurant and bar, Old Tom & English in London’s Soho, interior designer Lee Broom has created a décor very much an ode to British decadence from a bygone era. The idea was to replicate a 1960s living room, where diners come to join an intimate cocktail party and stay for nibbles.
Danish restaurant Noma in Copenhagen is currently having some time-out from serving food, instead focusing on translating its worldwide reputation into a retail experience. Earlier this year it opened a shoppable pop-up store in Tokyo, selling locally made tableware and furniture in collaboration with Japanese designer and creative director Sonya Park of Arts&Science. And last month, US retailer Club Monaco moved into Noma’s original Copenhagen space for a curated offering of its men’s and womenswear collections as well as local New York-based furniture and homeware designs and vintage collectibles from around the world (below).
BELOW: CLUB MONACO IN COPENHAGEN
ASK ALISON: WHAT DOES IT MEAN?
Designing retail or restaurant spaces that replicate a home environment takes customers a step closer to imagining a selection of curated products in their own living space. Plus, it’s the perfect antidote to 2D online shopping, making the most of physical presence and tactility as an emotional retail experience.
Fashion shows may get all the Fashion Week media love but there’s a whole other side that people don’t see. They’re the less glamorous workhorses of the fashion calendar; the showrooms, re-sees and trade shows. While the menswear shows took all the Paris glory last month, I spent three days in a parallel universe with the team from Who’s Next and Premiere Classe, getting an insider’s look at the biannual trade show, with a few added leisure activities thrown in. Continue reading
Valentine’s gift guide klaxon! Don’t worry it’s a twee-free zone. Here are a few buys that have caught my eye in the fashion and beauty sphere. Well, mainly beauty actually. You know I find smelly candles hard to resist, especially when the containers are as um, love-ly as the scents.
Here’s the latest weekly DRG STYLE INDEX ranking, a round-up of the brands currently buzzing on my radar…
1. JIGSAW PROFITS END THE YEAR ON A HIGH
While here in the UK we’ve had an extremely mild autumn and stores grumble that they haven’t sold enough AW14 coats, the fashion-forward customer is onto other things. Namely, Cruise. The Cruise 2015 collections arrived in November and continue to sell all the way until June. It’s a well known fact now that Cruise (and pre-fall) collections sell more for stores than the more directional spring-summer and autumn-winter collections.
Last week I went to Louis Vuitton to check out the SS15 collection. The press day was help in the private ‘apartment’ on the top floor of the Bond Street Maison. Afterwards I went for a nose around the store as I haven’t been in since Ghesquiere took over from Jacobs. Although it wasn’t that busy customer-wise, the store staff were being very industrious keeping their regular clients up to date with new deliveries. As they explained to me, the Cruise collection had recently arrived and was flying out as soon as they informed their customers. Continue reading
So here’s something I never knew: Karl Lagerfeld was once a boxer! Hence his monogrammed Louis Vuitton boxing gloves and punchbag as his contribution to the latest Louis Vuitton collaboration, Celebrating Monogram. It’s a pretty great project, not just because of the breadth of talent that was called upon to take part (Cindy Sherman! Rei Kawakubo! Frank Gehry!), but for the end results as well. Continue reading
The DRG Style Index: Marques’Almeida X Topshop, Louis Vuitton, J. Crew, Farfetch Discover, Shinola, Christopher Kane X NARS
The DRG STYLE INDEX has been on hiatus for a couple of weeks while Fashion Month took over. But it’s back with this week’s round-up of the brands currently buzzing on my radar…
1. ON YOUR MARKS FOR MARQUES’ALMEIDA X TOPSHOP
Roll on October 9th. Marques’Almeida’s 68-piece collection for Topshop is looking pretty good, with all the M’A hallmarks intact. Shredded denim, delicious true-blue washes, an overall rough-n-ready aesthetic…watch this one fly. (P.S, if you’re eyeing up the parka, be fast, it’s predicted to go first…) Continue reading
Will we ever tire of buying shoes? Judging by the last few years, it would appear our appetites are bigger than ever. Each shiny new footwear department (some big enough to have their own postcode), mall and ecom site just opens up more possibility, choice and downright longing.