The Evolution of the Flagship Store. Re-Defining the Design of Commercial Spaces for Fashion
DOI:
https://doi.org/10.6092/issn.2611-0563/17940Parole chiave:
Flagship Store, Retail Design, Retail Architecture, Fashion and Architecture, Store of the FutureAbstract
La ricerca analizza l’evoluzione degli spazi per il commercio della moda negli ultimi decenni, descrivendo come il negozio sia cambiato dall’inizio del nuovo millennio e suggerendone alcune possibili direzioni future.
A cavallo tra XX e XXI secolo, il ruolo del negozio fisico si sposta radicalmente dall’essere un contenitore di merce ad uno spazio molto più complesso. In questo spazio l’attenzione del consumatore è sviata dal prodotto per concentrarla su un’offerta più immateriale, dove si intrecciano intrattenimento, cultura e promozione del brand. Il flagship store, che iniziò ad essere adottato principalmente dai brand di moda di lusso, può essere considerato l’apripista nella realizzazione di ambienti esperienziali che, con una certa differenza, sono sempre più al centro delle pratiche di retail design contemporaneo.
Questa ricerca mira a capire se quello che si intende oggi per flagship store è lo stesso tipo di architettura di 20 anni fa e, se così non fosse, cosa sia cambiato e perché. Attraverso la ridefinizione di questo termine, questo lavoro vuole sottolineare le differenze esistenti tra il negozio di moda del passato e quello presente per tracciarne l’evoluzione e aggiungere un contributo nella definizione del complesso rapporto tra moda e architettura.
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Copyright (c) 2023 Francesca Fontana
Questo lavoro è fornito con la licenza Creative Commons Attribuzione 4.0 Internazionale.
