Tommy Jeans opens visionary Moscow store as part of new concept

Taking into consideration the importance of delivering truly engaging customer experience, the evolution of the Tommy Jeans 2018 store concept is in itself a “selfie stage”, inspired by its youthful spirit…

The new concept is based on the vision of the future by Tommy Hilfiger himself and blends traditional shopping with an inspiring and immersive customer experience, thanks to a considered store design and cutting-edge digital solutions. Consumer service elements within the new stores are all grouped and highlighted, with customisations and marketing activations placed in a prominent location within the store, in order to deliver a truly interactive and customer focussed environment.  The products participate in the retail theatre of the space, with an emphasis on hanging clothing, supported by footwear, accessories and folded product.

At the heart of the new concept store is The Hub: defined by its blue gradient glass box and bold Tommy flag floor finish. Rising above the shopfront line, it gives the frontage an appealing 3D element and boldly radiates the inherent brand “soul” of the store. A floating timber raft in the HUB with an LED lit navy white and red ribbon further defines this space. The Hub encompasses the service desk, vending machines and a place where customers can personalise their purchases. Flexible seating areas made from recycled Tommy Jeans and a large service desk with charging points, invites customers to linger and to truly connect with the brand.

Surrounding the Hub is a gallery space, with contrasting finishes, the design of which is more subtle and muted in appearance, ensuring that the focus is directed upon the merchandise. This environment is designed to be a gender-neutral space, with modular mid floor units and leaning panels that allow for flexibility and adaptability. Finishes are made up from a pallet of sustainable materials. Walls are breezeblock and painted in a matte white finish with the iconic navy and red ribbon, winding round the interior. Fitting rooms are free standing and centrally located, finished in light oak panels.

A “Selfie Mirror” offers customers the opportunity to capture and replay a 360-degree photo or video selfie, while wearing their favourite in-store styles. The digital “Denim Fit Guide” offers a “fit quiz” to discover the perfect denim shape for each individual and allows them to discover recommended styles that are available both in-store and online. iPads also allow consumers to scan product barcodes and discover the availability of items in-store, online, or at a nearby store. This functionality allows consumers to engage with product, at their own pace and on their own terms.

As part of our continued long-standing relationship with Tommy Hilfiger, rpa:group’s Architecture division has worked in partnership with their internal team to develop the new store concept, from brief to the development of detailed construction drawings and providing assistance during the construction phase. With a number of other locations in the pipeline, the Moscow Tommy Jeans store is the first step in the global delivery of the new concept.

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