Flannels arrives on Oxford Street with three-storey digital window

Sports Direct-owned luxury fashion retailer Flannels opened its flagship London store in the West End on Thursday, revealing external digital window screens across three storeys.

The digital signage implementation will provide a platform for advertising the array of upmarket brands stocked inside, but internally there are few technology touch points for customers to take in.

Italian architects Pconp and artist Riccardo Previdi are behind the distinctive in-store design, which features reflective gold tiles in the ground floor womenswear department, a central gold lift, marble flooring and unique lighting installations.

The 18,000 sq ft space on Oxford Street has been three years in the making, and was due to open in the spring but Flannels delayed the unveiling due to the premium nature of the design.

Several new brand collaborations also help the store standout from other luxury players in the West End, including partnerships with sneaker reseller Flight Club and customised trainers brand The Shoe Surgeon.

Although inside the store is technology-lite, shoppers do have the option of scanning QR codes at service desks to sync with the Flannels’ Spotify music playlist.

Indeed, music is set to be a key feature of the space, with a DJ taking residence on the top floor on opening day and other music events mooted in the weeks ahead. It has a Bang & Olufsen sound system installed.

Michael Murray, head of elevation at Sports Direct, said on LinkedIn the aim of the new store is “to create the ultimate experiential space”.

Other brands stocked at the Flannels flagship include Off White and Gucci.

The opening day was disrupted by animal welfare protesters congregating outside the store, and there was a heavy security presence around the shop all day.