New Menswear Retail Flagships ‘17
Spurred by predictions that menswear sales will outstrip womenswear worldwide by 2020 (Euromonitor, 2017), a new wave of lifestyle-focused flagship destinations are being dedicated solely to men. Most are characterised by a community-driven ambience and bespoke experiences over a hard sell.
- Lululemon’s Community-Centric Store: Canadian athleisure label Lululemon has opened its first solo men’s space in Toronto. Referred to internally as The Local, the 2,200 sq ft store emphasises running rather than its usual headline sport, yoga. A touchscreen provides local running routes and related amenities such as coffee shops, plus options for connecting to the store’s local brand ambassadors.
Furthering the brand’s long-running focus on community, there’s also a long coffee bar and communal table for running meet-ups or freelancers who wish to work in-store, while a series of rotating pop-ups introduce affiliations with local brands, such as grooming line Way of Will. Aesthetically, the store tallies with Lululemon’s standard look – whitewashed brick walls, reclaimed wood and factory-style metal lighting.
- Todd Snyder’s All-Day Destination: Playing to the power of hybrid destinations, NY-based menswear designer Todd Snyder has opened a 4,500 sq ft lifestyle superstore on the NoMad stretch of Madison Avenue. Alongside his main ranges, the store plays host to guest brand collections, a grooming area by Brooklyn barbershop Persons of Interest, a shop-in-shop for Lower East Side eyewear retailer Moscot, and a café-cum-cocktail bar by NY’s El Rey.
Located near the brand's studio and HQ, it was designed with New York-based architect James Mills. He’s filled it with collector-quality modern and mid-century furniture, lighting from US Apparatus Studio, and custom-designed terrazzo flooring by artist Zackery Tyler.
- Brothers and Brawlers Hangout: Both HQ and retail flagship for Miami-based eyewear brand DiRocco, the Brothers and Brawlers concept store combines a vintage motorcycle shop with a bespoke tailoring studio (aka ‘Brawlers Row’), a denim and accessories bar, plus a coffee/hangout space in which all the furnishings are for sale. Housed in an expansive triple-height former industrial warehouse in the up-and-coming Wynwood area, many of the interior features were retrofitted from derelict factories across the US, including windows used as dividers sourced from Chicago.
- Printemps Haussmann Men’s Superstore: Spread over five floors with a sixth to be added next year, iconic Parisian department store Printemps Haussmann has opened a 118,000 sq ft men’s store as the first phase of a major redevelopment.
In a considerable show of international unity, the concept involved four architectural practices – Jean-Michel Wilmotte and collective Cigüe, both from Paris, London’s Universal Design Studio, and American-Canadian group Yabu Pushelberg. Each tackled a different floor, rendering them as individual destinations. For example, for the casual footwear floor (largely sports brands like Nike and Converse), Cigüe created a Velodrome-inspired space, complete with a curvilinear track-like wooden floor and ceiling.
Alongside housing 250 men’s brands (40% of which are exclusive), key features include a Levi’s denim tailoring shop, a personal shopping lounge (Le Salon) that’s currently hosting a made-to-measure pop-up shop by Lanvin, a shoe repair space, and the first physical outpost for French e-magazine The Good Life. Other key changes include the moving of 12 polished steel and mirror escalators into the centre of the store; and a soaring 85ft-high light-shifting white aluminium and glass atrium wall known as ‘the sail’, which visually connects all floors.
- Gant’s HQ Stores Embrace Concierge Commerce: Swedish brand Gant has opened The Gant Lounge personal showroom within its off street level lower Manhattan offices. After filling out a short questionnaire online, by-appointment only visitors are presented with clothing selections and a complimentary cocktail, all within a comfy, living-room-like setting.