NEW YORK CITY—Luxury brands are more focused than ever on creating unique, memorable experiences to turn their brick-and-mortar venues into destinations. This focus has led to bigger investments in store design, according to luxury expert Alexander Zilberman, founder and principal architect at AZA Design.
According to Zilberman, who works globally with major brands and labels like Versace, Michael Kors, Aesop and Aston Martin, the luxury retail sector is more competitive than it has ever been. He points to the appointment shopping and rope lines of the pandemic lockdown days as a watershed moment when the stores he designs captured the imagination of customers of all kinds, who were pining for something as simple as a fun shopping trip. “When lockdowns lifted people flocked to purveyors of luxury goods, to sample the experiences they had glimpsed on social media and news reports," Zilberman said.
He noted that during the pandemic AZA Studio, the architecture practice he founded in Manhattan, was working almost exclusively on venues for luxury brands – so those were the first to open. “Ironically by becoming more accessible, luxury’s share of the in-store shopper demographic has swelled, and it continues to expand, making luxury a leading indicator in the retail economy,” he said. “Now more and more upstart brands are entering the fray, pushing established ones to step up their game even more to stay on top.”
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He explained that this is no bubble and pointed out that “Luxury goods makers and purveyors have realized that putting effort and resources into store design is one of the best investments that high-end brands can make.”
One investment he points to is creating a curated guest experience that helps for a lasting impression and connects the brand with the space, whether across multiple venues or in a single flagship store. “For fostering customer loyalty and cultivating repeat visits, there is no substitute for an arresting, gracious, and enticing built environment that guests want to return to," Zilberman noted.
Zilberman added that meeting guest expectations is important whether a brand is new or established. “Through a collaborative design effort, the architect can translate the brand into a unique and memorable environment that aligns the in-store experience with those expectations – but also some moments of novelty, playful or compelling, [something that] throws them off, in a good way.’”
Another thing to keep in mind is that investing millions in a store concept needs to pay off and he said it will happen sooner or later. “The goal for the space is about establishing the brand in the guest’s imagination, while also supporting sales associate's ability to meet sales quotas. It’s not even optional in the luxury sector anymore. You want to center your products in a space with a potent design that lives in the guest’s memory, generates buzz, and takes up space on Instagram and TikTok. That mystique is essential, it’s what drives new business and keeps existing customers coming back. People want to say, ‘I was there.’ ”
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Natalie Dolce
Natalie Dolce, editor-in-chief of GlobeSt.com, is responsible for working with editorial staff, freelancers and senior management to help plan the overarching vision that encompasses GlobeSt.com, including short-term and long-term goals for the website, how content integrates through the company’s other product lines and the overall quality of content. Previously she served as national executive editor and editor of the West Coast region for GlobeSt.com and Real Estate Forum, and was responsible for coverage of news and information pertaining to that vital real estate region. Prior to moving out to the Southern California office, she was Northeast bureau chief, covering New York City for GlobeSt.com. Her background includes a stint at InStyle Magazine, and as managing editor with New York Press, an alternative weekly New York City paper. In her career, she has also covered a variety of beats for M magazine, Arthur Frommer's Budget Travel, FashionLedge.com, and Co-Ed magazine. Dolce has also freelanced for a number of publications, including MSNBC.com and Museums New York magazine.
