While the world of shopping may seem like a familiar stroll, a retail novelty is emerging to dazzle customers: Concept Stores. What started out as just another passing marketing fad, has now become part of our daily routine. But where does the concept store principle come from, and above all, how does it differ from a conventional store? Find out in this comprehensive guide!
What is a Concept Store?
- Definition: A Concept Store is a store designed to offer a complete, immersive experience. The collections on offer can be very varied, combining elements such as new trends, design, art, gastronomy, technology, even coworking spaces or cultural events.
In addition to this infinite range of possibilities in terms of what they can offer, these projects - as their name suggests - are often attached to a strong concept.
PS Don't worry, we'll go into all this in more detail!
These places are often built around strong, forward-looking visions.
To take the definition a step further:
These establishments are often built around :
- A theme (marketing sustainable, unique, alternative objects, etc.)
- A strong focus on the customer experience
- A principle or aesthetic that gives the store a strong identity, making it unique and distinguishable from others.
For example, two Concept Stores selling eco-responsible products could well have a totally different style, layout and concept!
It's this very uniqueness that makes them difficult to define. These places want to be unique, so it's very difficult to pin a label or an absolute definition on them.
What is customer experience?
This expression, widely used in marketing, refers to all the interactions a person has with a company or a service throughout his or her experience.
A good customer experience aims to meet consumers' needs and expectations, while offering them maximum satisfaction. It is often based on quality of service, attachment to the place or brand, effective problem resolution and transparent communication.
Concept Stores are meant to be unique establishments, far removed from standard retail outlets.
An example to explain the notion of "Concept":
The Hopono Concept Store organizes its collections according to current fashions. That's its theme.
At the start of the project, the store followed the Top Chef trend, selling a lot of kitchen utensils.
Today, Hopono covers all themes and styles, but always with an eye to the latest trends! Hopono is strongly committed to eco-responsible products.
Visit the Hopono online store.
Hopono, the Brussels Concept Store.
Key points:
These establishments seek to create a unique environment for their customers, often by showcasing innovative creations or products and proposing a meticulous staging. The idea is to arouse shoppers' interest by offering them a different and often more immersive experience than in a traditional boutique.
[Later in this guide, we'll take a closer look at the characteristics of these places].
The history of Concept Stores
The first known concept store is Mary Quant's Bazaar in London. Founded in 1950, this mythical address perfectly represented the expression "Swinging London" during the 60s, a period in full swing.
It wasn't until 1991 that the term "Concept Store" was coined. The term was coined by Francesco Morace, an Italian sociologist, shortly after he visited Carla Sozzani's 10 Corso Como, a boutique halfway between art gallery and retail outlet.
The Bazaar, a veritable figurehead of London style during the 60's.
It was at this time, therefore, that these establishments began to emerge in response to changing consumer needs. Rather than simply selling, they aimed to create a more holistic shopping experience.
The principle gained popularity in cities such as Paris, London and Tokyo, where innovative addresses began to spring up. Colette, in Paris, is often cited as one of France's first iconic Concept Stores.
The store opened in 1997. Created by Colette Roussaux, it revolutionized the way people shopped, offering a cutting-edge selection ranging from fashion and high-tech gadgets to books and design, all in an avant-garde setting for the time.
The Colette Concept Store, now closed.
These establishments quickly attracted attention for their unique approach and their ability to offer something beyond the simple commercial transaction. They were also pioneers in showcasing new brands, emerging designers and innovative products, uniting an entire community around the world!
Over time, these establishments have evolved and diversified their offer, sometimes even including cafés within their walls, coworking spaces, galleries or even cultural events.
This evolution continues to redefine the way shoppers interact with products.
What's the difference between a Concept Store and a normal store?
These places operate differently from traditional stores. These differences lie mainly in their approach, their products, the ambience of their location and their focus on the general feel.
By their very nature, these stores are intended to be different from conventional outlets.
Let's take the example of a traditional shoe or clothing store. Most of the time, these places resemble other outlets selling the same products (one shoe store will often resemble another...), whereas a Concept Store will have its own identity and style, a "life" of its own.
And it will often be different from others, even if they sell the same type of product.
Why "Concept Store"?
Even if these stores are often very different from one another, here are a few key elements and characteristics that give meaning to the term:
- Careful selection: they offer carefully chosen ranges. They showcase emerging brands, and even launch exclusive collaborations. The choice is often based on criteria of quality, originality and relevance to the store's theme.
- A predominantly customer experience: much more than in a traditional boutique, the emphasis is on the overall feel, and sometimes the uniqueness, of the place. These shops seek to create an attractive and unique environment. This may include an artistic presentation of what they sell, interactive installations, events or collaborations with artists.
- Diversity of offer: these establishments often offer a varied range that goes beyond a single category. You can find fashion, technological gadgets, books, furnishings, even unexpected or experimental items.
- Innovation and exclusivity: they're often associated with innovation and exclusivity. They are known for presenting new, avant-garde creations that are difficult to find elsewhere.
- Interactivity and engagement: some of these shops offer interactive experiences, such as workshops, demonstrations, signing sessions or meetings with designers.
- Events and collaborations: they sometimes organize special events, launches, exhibitions or collaborations with artists to stimulate visitor interest and participation.
These stores seek to transform the act of buying into something unique and enriching. The intention is to offer an experience that goes beyond the simple commercial transaction, and to provide immersion in a specific universe.
In addition to what they have to offer, these stores like to offer immersion in a specific universe that goes beyond simple commercial exchanges.
The most famous Concept Stores
After decades of diversification, after pushing back the boundaries of retail, fashion and decoration, some of these atypical addresses have left their mark. Among them, we've chosen 5 places that stand out from the rest for their historical importance or their reputation.
- 10 Corso Como - Milan
10 Corso Como is a famous establishment founded by Carla Sozzani.
Located in Milan, Italy, it opened its doors in 1991 and has since expanded to several other cities, including Seoul, Shanghai and Beijing.
We mentioned it above without naming it, but yes, it's the one that inspired Francesco Morace to call it a "Concept Store"! The sociologist saw it as a place that went much further than a simple boutique.
Over the years, 10 Corso Como has become a must-see destination for art lovers, fashionistas and the curious in search of creativity and inspiration.
Visit the 10 Corso Como website.
10 Corso Como in Milan.
- Bazaar - London
A revolutionary address that helped shape 60's style and popularize the miniskirt!
Mary Quant's Bazaar was avant-garde in many ways. It showcased modern designs and bold clothing, challenging the conventions of the time with its creations.
Although the original Mary Quant Bazaar has closed, its impact on the fashion industry, the hip community and its legacy live on. This historic store gradually became the symbol of an entire era, and its memory continues to inspire future generations of designers and style enthusiasts! - Dover Street Market - New York
New York's Dover Street Market is one of the most iconic destinations for fashion and contemporary art lovers.
This address is also known for its creative collaborations with artists and designers, offering exclusive collections and original installations.
Visit the Dover Street Market website. - Leclaireur - Paris
Leclaireur is one of France's most famous Concept Stores.
What sets Leclaireur apart from the rest is its avant-garde vision. The interior architecture blends with the collections presented, creating a singular atmosphere.
Each space at Leclaireur is meticulously designed to stimulate the senses and inspire creativity.
Visit the Leclaireur website. - The Conran Shop - Tokyo
Since its inception in 1973, The Conran Shop has been renowned for offering an exceptional range of contemporary furniture, home furnishings, lighting, textiles and accessories.
Whether you're looking for iconic furniture or unique pieces to enhance your living space, The Conran Shop is often considered a must-visit address in Shinjuku (Tokyo) for those seeking high-quality contemporary furniture.
Visit The Conran Shop website.
Visit Hopono, the biggest lifestyle Concept Store in Brussels
Hopono is the must-visit Concept Store in Brussels.
Located in the heart of the capital of Europe, Hopono offers a wide collection of useful, furnishing and fashion products for the whole family. Hopono offers something new every season, and an innovative range of products.
Hopono, the Brussels Concept Store not to be missed!
Hopono chooses modern, quality products and works mainly with European brands, all with a relaxed philosophy.
The result of these demands, combined with the relaxed atmosphere of the place, can be felt in the general atmosphere of the place: Hopono is a relaxed and trendy place.
Come and visit the Hopono Concept Store or browse the site online.
A family adventure:
Behind Hopono are Sébastien, Julie and Jean-Philippe.
Hopono was created in 2010, when Sébastien and Jean-Philippe had the idea of offering a new, healthier and greener way of consuming.
It was later, in 2011, that the Hopono adventure really began, with the opening of the first address on rue du Bailli in Ixelles.
Now, at numbers 51/53 and 55 rue Simonis, a perpendicular to rue du Bailli, the trio continue the Hopono adventure, offering a wide selection of quality products.
Hopono is a family-run company offering healthier, more sustainable ways of consuming.
What best characterizes Hopono?
The inspirations of the 3 founders are different, but they have come together around strong ideas: aesthetics, utility and trendiness.
Over time, their choices also focused on eco-responsibility. Ecology had been in the project's DNA since its inception, but the intention took on more and more importance, adding to the previous ideas.
A selection focused on sustainability, ecology and eco-responsibility
To limit its environmental footprint as much as possible, Hopono favors short circuits and local production, working closely with local suppliers and manufacturers.
Hopono works with environmentally committed brands such as Faguo, Cabaïa, Belgian brand Komono, Dutch brand Fresk and Spanish brand WOUF, to name but a few. As well as companies with a strong local focus.
These collaborations have fueled Hopono's desire to go even further in respecting the environment, while offering products to suit all budgets.
Exceptional collections covering a variety of themes
At Hopono, you'll find a wide range of products covering many styles.
Among the store's many departments, you'll find :
- A department dedicated to backpacks and handbags
- Home furnishings
- A pop culture and Japanese culture department!
- A wide selection of children's and baby products
- Kitchen utensils
- Cosmetics
Gadgets - And lots of other unique finds!
Visit Hopono or browse the website.
Hopono boasts a wide range of quality collections.
Conclusion
We've given you a fairly comprehensive overview of what Concept Stores are and how they differ from traditional stores. Whether in France, England or Belgium, these incredible establishments are just waiting to be visited.
We hope you've enjoyed our journey into the rich world of these unique places. Now all you have to do is visit them or browse their collections online!
