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Discover Spaces<\/a><\/p>\n The Flagship Store<\/b><\/p>\n To be clear, flagship stores are not built to make money! They are almost never profitable. Flagships are rather a kind of brand wonderland. The presentation is key, the brand is literally being celebrated. Frequently, renowned architects are hired to create a \u00bbbrand temple\u00ab strengthening brand presence, brand image and customer loyalty. Often that means thinking big in terms of design, location and area. Opening a flagship means having the chance for a grand entrance. A good example is Zaha Hadid’s impressive store in Milan<\/a> for Stuart Weizmann 2013. At the same time the flagship store is also a playground; an experimental laboratory to test the new store layout, marketing ideas and to try out new technologies. Experimentation is a main focus point.<\/p>\n O2 Store Berlin<\/a><\/p>\n The Concept Store<\/b><\/p>\n One would think that behind every good store should be a concept. In that case, isn’t every store a concept store? Good approach, but unfortunately it’s not quite so simple. A designated \u00bbconcept store\u00ab is a shop that presents a very individual, personally and lovingly selected range of products to \u00a0a target audience. Since the term has been utilized in an inflationary fashion, it is time to pay closer attention to the concept of the concept store. So, how do you recognize a concept store, when standing in front of one?<\/p>\n If you can check more than one box below, chances are high, you are in a concept store:<\/p>\n \u2022 combination of different product lines If you want to go beyond the theory and experience some good concept stores, a journey to Antwerp<\/a> is worthwhile. There is concept store door to door with another concept store. A highlight in Berlin is the The Store <\/a>at Soho House.<\/p>\n The Store at Soho House Berlin<\/p>\n The Pop-Up Store ( by Go\u2014PopUp)<\/strong><\/p>\n A pop-up store can sometimes be a concept store, but also a flagship store. It’s an attractive concept for both smaller and bigger brands. Its impermanence is a crucial distinguishing feature -opening for a period from a single day up to 6 months. It can focus on a single purpose like a stock sale, but more often, it will be deliberately used as a marketing tool to increase the attention for the brand in a very short amount of time. The pop-up works like a three-dimensional billboard. In terms of budget, there are no limits in either direction, as the pop-up allows for enormous leeway when choosing the location, the space and the course of duration. Above all, the pop-up is always a special event, which gives the visitor a haptic impression of the brand and an emotional experience.<\/p>\n Our\/Berlin Pop-Up Store<\/a>\u00a0at Bikini Berlin<\/p>\n <\/p>\n Upcoming Retail Academy event:<\/b><\/p>\n \u00bbFlagship, concept, pop-up store! All questions answered.\u00ab On January 28th and 29th at\u00a0Retail Academy<\/a>.<\/p>\n <\/p>\n Where to find us:<\/strong><\/p>\n gopopup.com<\/a><\/span><\/p>\n facebook.com\/gopopup<\/a><\/span><\/p>\n
\n![\"TRA](\"http:\/\/magazinetest.atomic4dev.net\/wp-content\/uploads\/2016\/01\/TRA-Nike-1.jpg\")
<\/a>Nike Flagship Store Berlin<\/p>\n![\"o2_flagship](\"http:\/\/magazinetest.atomic4dev.net\/wp-content\/uploads\/2016\/01\/o2_flagship-store.jpg\")
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\n\u2022 several brands are represented
\n\u2022 unusual assortment of products
\n\u2022 it creates the feel of a small, high-quality department store
\n\u2022 either you love everything in it or it’s just not for you;
\nthe product range is very tailored to a specific target group
\n\u2022 the range is neither broad nor deep, but individual pieces are characteristic
\n\u2022 popular combinations include: fashion, shoes, (home) accessories, books, cosmetics,
\nfood, toys
\n\u2022 the concept of the store tells a story<\/p>\n![\"TRA](\"http:\/\/magazinetest.atomic4dev.net\/wp-content\/uploads\/2016\/01\/TRA-Soho-House-2.jpg\")
<\/a><\/p>\n![\"TRA](\"http:\/\/magazinetest.atomic4dev.net\/wp-content\/uploads\/2016\/01\/TRA-Soho-House-3.jpg\")
<\/a><\/p>\n![\"our](\"http:\/\/magazinetest.atomic4dev.net\/wp-content\/uploads\/2016\/01\/our-berlin-pop-up-booth-bikini-berlin.jpg\")
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