Beyond the product: a trip into Concept Stores

10 Corso Como hotel, Milan

10 Corso Como room, Milan

Nowadays, no one wants to buy products.
Well, of course we want to buy, we surely look up for things we do not need.
The consumption era we live totally dived in don’t let us breath without buying.
However, only buying an item is not sufficient anymore.
People want more, they want to live a real experience, a travel through imagination, a journey between all the five senses.
Concept stores offer to customers a real shopping experience (even if you don’t shop), characterized by a variety of sensations given by products, by the architecture of the store and by the whole environment.
They offer customers what they are asking nowadays, which goes beyond the item itself.
Concept stores have been growing following this idea and heterogeneity of management and products if fundamental.
These shops catch the attention, make talk about themselves, creating a word of mouth that allows to cut communication costs.
Lately, concept stores are appearing everywhere, from east to west, providing a wide variety of products.
Some of them include restaurants, bars, some others art exhibitions in order to stimulate more people to visit the store, even if they don’t want to buy.

Colette restaurant, Paris

Colette restaurant, Paris

10 Corso Como in Milan is the perfect example of an Italian concept store, with a book shop, a restaurant, a cafe, a three-rooms hotel, a retail space and a garden.
Launched by Carla Sozzani in 1990, with the intention of encouraging customers to share different experiences, 10 Corso Como offers a unique experience to all those who decide to enter and have a look.

10 Corso Como

10 Corso Como

10 Corso Como

10 Corso Como, Milan

The french version could be found in Colette, launched in Paris in 1997.
Unlike 10 Corso Como which covers 1200 square meters of an industrial building, Colette is around 700 square meters, on three levels.
Along with streetwear, luxury ready-to-wear and accessories, the concept store offers photography and art exhibitions.
Cell phones, gadgets, cameras, books, fashion magazines and DVDs can also be found.

Colette, Paris

Colette, Paris

Colette, Paris

Colette, Paris

The Corner, also known as the Colette of Berlin, has stores on the west and east part of the city, hosting brands such as Balenciaga, Lanvin, Alexander Wang and so on.
Offering also a cafe, music, DVDs, magazines, art and so on, the shop perfectly fits the concept store characteristics.

Corner, Berlin

The Corner, Berlin

Corner, Berlin

The Corner, Berlin

Dover street Market in London covers six floors of an industrial space, being well known as the “art gallery of fashion” or the “ready-to-wear theatre”.
Each floor has a specific decoration, each one different from the others, reflecting the hosted item category.
“I want to create a kind of market where various creators from various fields gather together and encounter each other in an ongoing atmosphere of beautiful chaos: the mixing up and coming together of different kindred souls who all share a strong personal vision. We hope to make DSM more and more interesting, I would like for DSM to be the place where fashion becomes fascinating”, Rei Kawakubo of Comme de Garcons.

Dover Street Market, London

Dover Street Market, London

Dover street Market, London

Dover street Market, London

Dover street Market, London

Dover street Market, London

Lisbon has few luxury stores and Fashion Clinic is the only concept store that can be found.
Important names such as Valentino, Marni, Prada and Miu Miu are present in store, offering a wide selection of labels.
Even if it is more focused on fashion than the Italian and French competitors, the store also sells accessories, cosmetics and CDs.

Fashion Clinic, Lisboa

Fashion Clinic, Lisbon

Fashion Clinic, Lisboa

Fashion Clinic, Lisbon

Having different product categories, the crucial point is to be coherent in each aspect of the store.
Lights, colors, music and furniture must be consistent, giving the customer the impression of harmony and balance of each detail with the whole.
Many services then, but just one concept behind everything.

Sources:

http://www.luxurysociety.com

Arianna Arcai

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