BEYOND FLAGSHIP STORES. Towards a redefinition of architecture for fashion

The research delves into the evolution of commercial architecture in the fashion industry, tracing its development from the past two centuries to the present day. Flagship stores, discernible from regular stores as they are usually larger in size, located along the most prestigious streets in the international capitals of shopping and characterized by an outstanding architectural design, emerged at the turn of the 21st century as pivotal landmarks blending fashion and architecture. In an era dominated by the experience economy, the store transcended its traditional role as a mere product repository, evolving into a multifaceted space where consumer engagement extended beyond tangible goods to encompass intangible offerings such as entertainment, cultural experiences, and brand narratives. Today, the proliferation of digital-driven consumer behaviours and the changes in consumer society at large, have prompted an update on the evaluation of spatial concepts and architectural practice within retail environments that still lack of a thorough consideration. To this end, the research starts with the analysis of flagship stores and finally shifts the focus to more recent examples, examining the new architectural lexicon employed by fashion brands to cultivate their identities through different approaches that challenge the traditional notion of physical and conceptual space. Building upon earlier publications that explored flagship stores from both design and theoretical perspectives, this research aims to synthesize these approaches and provide insight into an ever-evolving field. While the concept of the flagship store remains significant as a means of fashion self-representation through architecture, the study reveals divergent trends in contemporary practices. Rather than relying solely on grand architectural gestures, brands are embracing today a more nuanced approach, integrating multiple elements into a system of different creative codes capable of representing their identity and values. Approaching the subject from an architectural standpoint, the research underscores the architect's role as a central creative force in shaping the narrative identity of fashion brands. However, it acknowledges the evolving nature of this role, with architects increasingly assuming the role of coordinators among various stakeholders rather than mere space designers.