The new location does away with many of the brand's traditional practices in order to forge a more authentic connection with consumers

Designer fashion house Gucci has opened a new store in Manhattan's Soho neighborhood that was specifically designed to create a more approachable, enjoyable experience for shoppers that eschews the typical trappings of a luxury brand. The 63 Wooster Street location is targeted specifically toward younger consumers, who the retailer fears may have grown dissatisfied and disenchanted with the blandness of the in-store and online shopping climate.

In a marked departure from its other stores, Gucci has foregone a divided store layout and embraced an open design for the almost 10,000 square-foot space, with exposed brick, plush sofas and eclectic decor throughout. Interactive opportunities abound, including an augmented reality shoe and handbag design experience.

The approach to staffing has changed as well, with the company completely eliminating its on-street security guards at this outpost. Clerks are now “connectors,” staff members who not only sell items to customers, but also serve as brand storytellers.

In continuing its foray into experiential retail, Gucci is in the process of revamping its more than 500 stores to match the aesthetic of the new location, and joins the trend towards increasingly immersive and thematic retail experiences.

Gucci

Designer fashion house Gucci has opened a new store in Manhattan's Soho neighborhood that was specifically designed to create a more approachable, enjoyable experience for shoppers that eschews the typical trappings of a luxury brand. The 63 Wooster Street location is targeted specifically toward younger consumers, who the retailer fears may have grown dissatisfied and disenchanted with the blandness of the in-store and online shopping climate.

In a marked departure from its other stores, Gucci has foregone a divided store layout and embraced an open design for the almost 10,000 square-foot space, with exposed brick, plush sofas and eclectic decor throughout. Interactive opportunities abound, including an augmented reality shoe and handbag design experience.