The flagship store is a space where brands can showcase their ideas in purist perfection. More than just shops, these stores embody how designers and marketing chiefs want their brands to be seen. They also generate good PR.
The concept was started by the fashion world and now more and more people in the branding world are starting to catch on. The chocolate brand, Ritter Sport, opened its flagship store in January in Berlin’s fashionable Mitte neighbourhood. Inside, the walls are covered with the company’s distinctively coloured square bars. And with its interactive chocolate museum, all ages are catered for.
Nivea are doing the same with a chain of Nivea Houses, so far found in Hamburg, Dubai and Berlin, where consumers can attend make-up workshops, have a manicure or enjoy a fresh salad.