Popular luxury fashion brand Off-White’s redesigned flagship store in Paris embraces experiential retail to foster social connection. Off-White has reached cult status among young consumers due to its knack for tapping their desires beyond style. Now, the brand is drawing on Gen Z and Millennials’ love of shopping as an experience. Spread across three floors, the store features diverse spaces, including a courtyard for concerts and parties, a bar, a flea-market-like shop, and a gallery. For founder Virgil Abloh, the space is a “destination to get immersed into the Off-White world,” and “a cultural connector with the community.” YPulse has long tracked the experiencification of retail, which includes letting customers loiter in-store and at creative activations, which has quickly become a popular tactic for building future sales leads—and racking up social media impressions in the process. Seventy-four percent of young European consumers tell YPulse that shopping should be an experience, and Off-White is answering the call. (Hypebeast)
