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Is Your Retail Concept Truly Delivering?

Putting effort and resources into store design is one of the best investments that high-end brands can make, says one retail expert in advance of this week’s ICSC event in New York.

By Natalie Dolce | December 09, 2024 at 08:00 AM

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.

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