The brand has reopened their main Paris flagship on 43 Boulevard des Capucine.

The new 940sq m store features a series of digital touchpoints that merge the physical and virtual realms of retail. Exciting digital features include an Endless Aisle touchscreen installation, which allows customers to browse and order from a huge selection product online. A Style Scanner helps consumers create their desired look by scanning their favourite piece and suggesting recommendations on-screen that compliment it.

The store also includes a new Smart Fitting Room, which is the first of its kind in France.  It recognises items brought into the fitting room through RFID tracking; and suggests complimentary products that can be ordered directly from Tommy.com. An enhanced customisation desk near the entrance of the store offers consumers an engaging experience to personalise their items.

For the newly reimagined flagship, architects from rpa:group worked with To,,y Hilfiger to develop the detailed design, that would ensure that the interior is true reflection of the iconic and engaging brand and to deliver a unique customer experience.