Page 59 - #202 October 2025

HAUS NOWHERE, Seoul, South Korea
space, offering Diptyque experiences that feeling of being part of something vibrant.” enhance Nike’s digital strategy, providing
blend art and nature. The site is scheduled The Charlotte Tilbury flagship store in services that cannot be replicated online.
to run until early this month so visitors Covent Garden, London, opened on 9 Jan- In addition, the brand currently has three
must be quick to immerse themselves in uary 2025 and is the brand’s largest global Nike House of Innovation stores, which
this unique store. retail space and includes its first-ever Skin are located in New York City, Shanghai and
Galeries Lafayette is developing a new Spa and Pillow Talk Bar, offering immer- Paris. These flagship stores are designed
flagship store in Mumbai, located in his- sive beauty experiences and educational to offer an immersive, digitally-powered
toric heritage buildings in the Fort precinct spaces as well as the brand’s full range shopping experience with features like
and designed by Virgile and Partners. This of makeup, skincare and fragrances. The interactive stations, customisation options,
project aims to blend luxury retail with new location is triple the size of the orig- and seamless checkout processes.
cultural heritage and an avant-garde inal flagship on James Street and marks a PUMA will launch its first European
shopping experience, incorporating archi- significant expansion for the brand. flagship store in London’s West End in
tectural and localised design to create an Earlier this year The North Face unveiled autumn 2025, a 24,000sq ft immersive
immersive and experiential environment a completely reimagined flagship store on space that blends sports performance, tech -
that may include curated events and a focus London’s Regent Street, using cutting-edge nology and streetwear into an interactive
on design-driven initiatives. technology and innovative design to create experience. Located on Oxford Street, this
The unique brand Gentle Monster an experiential retail environment. In col- new flagship is part of a global strategy to
creates immersive store environments laboration with Mood Media, the outdoor elevate the PUMA brand and provide cus-
by transforming their retail spaces into retailer has transformed its 10,000sq ft tomers with a unique blend of innovation,
elaborate, multi-sensory art installations space into a destination for engagement performance and street culture. The move
that blend art, technology and storytelling, and exploration. The centrepiece of the comes as part of PUMA’s “brand elevation
drawing visitors in with kinetic sculptures, flagship store is a 360-degree projection strategy” which is aimed at strengthening
surreal displays, unique fragrances and dome, offering an immersive “basecamp” its presence globally, “delivering a shop-
distinct soundtracks. Each store is a con- experience designed to connect shoppers ping experience that reflects the brand’s
stantly refreshed, unique experience that with nature. The installation features innovation, sports performance and deep Mecca, Melbourne, Australia
prioritises spectacle and exploration over five synchronised Optoma projectors connection to global street culture”. Zara, Nanjing, China
traditional retail, with themes like futuristic powered by Vioso projection technology, Lush has launched a new concept store
narratives or fictional universes to showcase delivering a seamless 30-minute visual in Dubai Hills Mall, offering an elevated
their eyewear in an experiential, art-gallery- journey. Accompanied by nature-inspired and immersive retail experience that’s as
like setting. Recent openings include the soundscapes and a custom-developed innovative as the brand itself. Opened in
new HAUS NOWHERE Tokyo flagship in “White Pepperwood” fragrance, the dome April 2025, the 138sq m store invites vis-
August 2025, new pop-up stores worldwide provides visitors with a multi-sensory itors to explore Lush’s ethical, handmade
for the Pocket Collection launched in May experience, aiming to transport them from cosmetics through a host of interactive,
2025 and a presence at events like the open- the streets of London to remote wilderness sensory-rich touchpoints. From the
ing of a Singapore store in August 2025. locations. In addition to the projection moment customers walk in, the store is
The Australian beauty brand Mecca has dome, the store features a 12.75sq m LED designed to surprise and delight. Custom-
unveiled its new flagship on Bourke Street wall with a 2.5-pixel pitch display. The wall ers can take part in a range of activities
in central Melbourne, establishing it delivers dynamic brand content, enhanced including personalised skincare consul -
as one of the world’s largest standalone by a Q-SYS audio and control system that tations in a dedicated private room, live
beauty stores. Spanning three storeys and integrates seamlessly with the store’s product-making demonstrations through
4,000sq m, the space by Sydney-based overarching narrative-driven design. The Lush’s “Compounders on Tour” weekends
Studio McQualter seamlessly blends result is a space that promotes The North and even host a party with hands-on cre-
heritage restoration with contemporary Face’s ethos of adventure and exploration ation of face masks, bath bombs or bubble
retail design. Housed in the 1930s art deco while providing a unique and engaging bars. The store also features a Perfume
EW Cole building, originally designed by environment for visitors. Library, where guests can embark on a Charlotte Tilbury, London, UK PUMA, London, UK
architect Harry Norris and once home to Nike has opened a temporary, three-floor guided journey through Lush’s unique
the legendary Coles Book Arcade, this new retail experience at Oxford Circus, London, fine fragrances - each scent inspired by
flagship also marks a homecoming of sorts. during its flagship NikeTown London’s emotion, memory and storytelling.
A multi-level, immersive environment, multi-year renovation, which is set to Launched to the public back in August
Mecca’s founder Jo Horgan describes the last until 2027. The Oxford Circus store was Dreame Technology’s second flagship
store as her ‘love letter to Melbourne’. It features interactive football boot testing, store at Mall of the Emirates in Dubai,
features dedicated zones for makeup, England national team collections and UAE. This launch represents more than
skincare, hair salons, a nail bar, café and curated assortments of running, football just retail expansion; it is a strategic
a suite of therapy and treatment rooms. and sportswear products, along with per- customer experience initiative that demon-
There’s even an auditorium to host Mecca’s sonalised customisation services. This strates how technology companies are
educational programmes. At the heart of it temporary store is part of Nike’s larger redefining their relationship with luxury
all sits the Beauty Carousel - a sculptural, strategy to reimagine its London retail pres- consumers. The new flagship store trans-
circular anchor on the ground floor. “It’s a ence, which also includes refurbishing its forms traditional retail into an immersive
visual cue for discovery and play,” explains Kings Road location into a women-focused customer journey. Located on the first floor
Horgan, “where customers gather, try new store. The upper floors offer a selection of of the mall, the space offers consumers
products, learn techniques and connect products across running, football, training, hands-on experiences with Dreame’s latest
with our team. With space for up to 12 sportswear and Jordan footwear for men, innovations. Moreover, the store design
guests, it is a communal space inspired by women and kids, whilst the overall store prioritises tactile engagement, allowing
the joy of makeup, the fun of colour and the experience is designed to complement and customers to test products before purchase.

58 RETAIL & LEISURE INTERNATIONAL OCTOBER 2025