It is a word that does not appeal to luxury groups: LVMH and Hermes designate their flagships as « houses » and Prada as « epicentres ».
These giant emporiums where all the products of the brand are exposed appeared around 1985 under the impulse of Peter Marino. This American architect able to move from the most contemporary style to the neoclassical with moldings, drew flagships for Dior, Chanel, Louis Vuitton, Armani, Céline, Zegna, Donna Karan, Fendi … He was joined by stars of architecture: Prada has entrusted its epicentres from Los Angeles and New York to Rem Koolhaas and that of Tokyo to Herzog & de Meuron.
Vectors of corporate identity, flagships showcase the world of brands thanks to an extravagant decoration and exhibition of works of art. Less profitable than smaller shops (costing up to $ 100 million), they now see their lifespan fall. It is therefore necessary to renovate their decoration more often and equip them with digital equipments (touch screens, RFID chips …) which broaden the « sensory experience » of customers.