It’s EuroShop time again and retailers are unveiling their new stores to the world
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By John Ryan
There are signs of an economic slowdown in Europe. The U.S. sub-prime mortgage crisis is registering around the world and the direction of European bank action and available credit is uncertain. But that hasn’t slowed the pace of new retail development. With the triennial EuroShop taking place this month in Düsseldorf, Germany, now is a good time to take a look at what’s new in some of the old countries.
The U.K.
Much of the new retail action is taking place here. Even pricey Regent Street, in the center of London, seems to have become the must-be location for retailers looking to make their mark on the capital.
One of the more innovative new arrivals is Desigual, a Barcelona-based fashion retailer that has opened a Regent Street flagship. The store may have a small frontage but it’s capturing the attention of almost every passing shopper. Clothes lines, strung across the entrance and adorned with white T-shirts (printed up with the message “I ♥ Desigual”), act as the curtain-raiser for a large atrium. Inside is a floor-to-ceiling video screen with content that includes fashion shows and music stars. In the hide-bound Edwardian surroundings of Regent Street, this is a very loud shout.
The neighborhood is also the setting for Abercrombie & Fitch’s first European venture. Housed in a former branch of the Bank of England, this has all the hallmarks familiar to North American visitors, including very low levels of ambient light. However, this space has a few added tricks, such as a mounted moose head, emblematic of the brand, and a nightclub-style atmosphere.
On nearby Oxford Street, Uniqlo has opened a flagship store, a statement that – its previous difficulties in Europe notwithstanding – this Japanese retailer is here to stay. A lightbox on the ground level, looking like an oversized Pantone card, dominates the space, suggesting all the options available for cashmere sweaters. A wall of plasma screens alternates those Pantone colors with film of Japanese fashion models.
At the other end of Oxford Street, Irish discount fashion chain Primark has opened a two-floor, 80,000-square-foot shop that aims to prove that value doesn’t have to feel cheap. Dark wood detailing around the perimeter, a central escalator well with blue neon tubes recessed into the ceiling, and a semi-standalone lingerie shop where glass screens with black baroque appliqués allow views in and out make the store appear more upscale than it is.
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