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Brief Published: 9 Jan 2014

Luxe Mall Store Beymen Trades on Cultural Kudos

Extra
Beymen, Zorlu Centre Istanbul

Luxury Turkish multi-brand retailer Beymen opened its largest flagship at the Zorlu Centre in Istanbul this month with a $28m concept that partners the luxury super-boutique with a wealth of artistic connections. The brand has stated that the added cultural kudos is intended to boost both sales and reputation – specifically attracting consumers from Russia, the Persian Gulf and the former Soviet nations.

Six zones have been set aside exclusively for custom artwork by Turkish artists, including a 12 ft-wide sculpture of two battling reindeer by Ali Ibrahim Ocal and a neon work by Lale Delibas, stretching between its two storeys.

Both artworks showcase the brand’s mission to support local artists by providing them with a space to showcase their work via exhibitions and talks. The move also reflects the mall’s overarching ethos: the Zorlu centre is currently Turkey’s only ‘mixed-use’ project and offers a culture and arts centre, hotel, business centre and residences as well as shopping.

Spanning 100,000 sq ft, the store will house 400 international luxury brands including Dior, Dolce & Gabbana, Stella McCartney, Tory Burch and Valentino.

For more on the strategic integration of art into the retail environment, see Mall Worlds (part of our Future of the Store Industry Trend), Luxury Brand Temples (Cultural Kudos & Monetising Heritage), Curate to Contend and Azerbaijan’s First Luxury Mall

See also Restoration Hardware to Retail Art, McQueen Sponsors London’s Frieze Art Fair, Selfridges ICA Exhibition and Ralph Lauren’s Art Wall Project.

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