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Brief Published: 20 Jul 2015

The Social Salon Flagship: Davidoff

Davidoff, Basel

To celebrate its 140th anniversary, Swiss tobacconist Davidoff has unveiled a new flagship conceived as an upscale social club in its hometown of Basel, where the brand opened its first store in 1875.

Spanning 1,378 sq ft, the single-storey space is decorated in earthy tones and features a spacious walk-in glass humidor displaying the brand's brightly packaged cigars, and a suspended ceiling installation made from real tobacco leaves.

A 430 sq ft members' club-style lounge equipped with leather armchairs, reading lights and humidified 'cigar lockers' provides views over the river Rhine, as well as a place for VIP (high-spending) consumers to relax and unwind.

For more on boosting in-store dwell time with members' club-style strategies, see the 'Members' Club' Retail Hubs section in our Evolution of the Retail Flagship: Hybrid Lifestyle Venues, and Rites, Rituals & Culture Clubs in our New-Era Luxury Macro Trend.

The store also features paintings from Dominican artists Mónica Ferreras de la Maza and Jorge Pineda, both part of the Davidoff Art Initiative, launched in 2012. This ethical scheme is aimed at supporting artists from the Caribbean and especially the Dominican Republic, where most of the Davidoff production process takes place.

The new retail concept was designed in collaboration with Italian furniture maker Poltrona Frau (see also Deconstructed Interiors) and is currently being rolled out to Davidoff's full portfolio of 70 stores across the globe.

For more examples of how brands are respinning their heritage into new forms of brand storytelling to resonate with modern audiences, see Brands Behaving Authentically: Culture, Heritage & Inclusivity, Monetising Brand Heritage, and 21st-Century Brand Archives. See also Hunter: Tech-Fuelled Heritage, Lie Sangbong Launch: Art + Heritage, Fred Perry Store Harnesses Heritage and Clarks x WhatsApp: Digital Heritage.

For further information on this topic, see Luxury Tobacconist Reinvented: Dunhill, London, Art-Fuelled Fashion Spaces and Hijacking Heritage, part of our New-Era Luxury Macro Trend.