Alexander McQueen expands unique retail and education concept globally
TWO YEARS ago, Alexander McQueen unveiled a truly unique flagship store on Old Bond Street in London. Conceived by Creative Director Sarah Burton and architect Smiljan Radic, the building gave a new meaning to the term store, as it was inspired by the values of the fashion house while remaining a retail outlet. It also created a space to accommodate and teach the next generation of designers cementing the belief in helping those that will one day surpass us..
Now, Alexander McQueen is rolling out this concept in new stores in key cities: Hong Kong, Singapore, Macau, Shanghai, Beijing, Guangzhou, Seoul, Tokyo, Bangkok, Kuwait, Melbourne, Dubai, Las Vegas, Miami, New York, Milan Florence and Monaco.
Continuing to use wood on the floors, ceilings and walls, with onyx sculptures standing proud among mannequins and fully sustainable tables made mainly from papier maché, the stores are all truly adaptable while being works of art themselves.
This July, the British-based brand launched its own integrated platform to bridge the gap between online and offline which aims to help local clients be served in more efficient ways.
Emmanuel Gintzburger, the CEO of Alexander McQueen explains, “When you think about McQueen, you think about a creative experience, an emotion, a feeling – and that is exactly what our stores represent. For us the store is a physical interpretation of that experience and also an extension of our world, perfectly reflecting the mood of both the show and its narrative”.