In Brief

In the following excerpt from PSFK's 2019 New York Retail Innovation Guide, find out how luxury retailers from Gucci to Ralph Lauren are using digital integrations and immersive installations to communicate the brand’s heritage and craftsmanship and drive engagement

Today’s consumers are redefining luxury, caring more about self-expression than status and valuing exclusive experiences over material goods. Traditional luxury retailers in New York are responding by re-envisioning the store environment. Instead of being cold and intimidating, the stores are meant to feel as though the shopper has gained access to an exclusive club.

PSFK has noticed that certain premium brands are utilizing technological innovations alongside immersive, in-store experiences in order to provide exceptional and personalized service for a shifting culture in the luxury retail industry. As detailed in PSFK’s 2019 New York Retail Innovation Guide, here’s how five leading heritage brands are making exclusive luxury more inclusive through immersive experiences.

Gucci Wooster
Italian luxury label Gucci’s SoHo store was designed as a cultural gathering place. In addition to Gucci’s collection of clothing, shoes and accessories, the store features a screening room, café and the Gucci Wooster Bookstore, which boasts a collection of over 2,000 titles, curated in collaboration with Dashwood Books. 

Coach House 
The luxury fashion label’s first global flagship functions like a brand museum, with custom art installations and personalization stations that immerse visitors in the brand’s heritage of quality craftsmanship. Even for visitors who aren’t planning on purchasing a designer bag, the friendly staff encourage exploration of the space.

Chanel 
Luxury fashion brand Chanel’s New York flagship on 57th Street, the country’s largest store, recently got a lavish makeover designed by Peter Marino. The store features sculptures and art installations which play a tribute to the brand, as well as showcasing the brand’s iconic leather goods, shoes, ready to wear, make up, and jewelry. The store also has the top floor reserved for private shopping experiences and VIP Customers.

RH Gallery
High-end furniture retailer RH (née Restoration Hardware) has opened a vast six-story store in Manhattan’s Meatpacking District, featuring a rooftop restaurant, wine terrace and espresso bar. The store also marks the first time the retailer has offered an interior design firm as part of its retail experience, with RH Interior Design offices, along with private client presentation rooms equipped with state-of-the-art technology, on the second floor.

Ralph Lauren 
Housed inside a pair of mansions, this luxury flagship marries old-school opulence with cutting-edge technology. RFID-enabled interactive mirrors in the dressing rooms allow shoppers to read more details about items, request alternate colors or sizes, or ask for help from a store associate.

Luxury brands are not the only ones reinventing brick-and-mortar store experience—for more about what the top retailers from all industries are doing to engage in a digital age, see PSFK’s 2019 New York Retail Innovation Guide, available for free download for a limited time, thanks to our partners at Mastercard.

Today’s consumers are redefining luxury, caring more about self-expression than status and valuing exclusive experiences over material goods. Traditional luxury retailers in New York are responding by re-envisioning the store environment. Instead of being cold and intimidating, the stores are meant to feel as though the shopper has gained access to an exclusive club.

PSFK has noticed that certain premium brands are utilizing technological innovations alongside immersive, in-store experiences in order to provide exceptional and personalized service for a shifting culture in the luxury retail industry. As detailed in PSFK’s 2019 New York Retail Innovation Guide, here’s how five leading heritage brands are making exclusive luxury more inclusive through immersive experiences.