Iconic Retail Stores

In a casual conversation over dinner with my friends Ajoy and Suren at the latter’s home in Bangalore recently, amidst the much reminiscing we did, we discussed interesting stores as well. Our chat suddenly centered on iconic retail stores and we began to recognize and identify a few stores that could qualify to be classified iconic. Suren and I later decided to write a blog on the topic together. Here we go with our deliberations on the iconic retail stores:

An iconic store delivers a powerful brand experience that transcends functional benefits and gratifies a desire in a unique way to build strong emotional attachment. Only a few retailers and brands have created out of the ordinary retail environments and brand experiences in select locations which have attained their iconic status.

Apple: The Apple stores on Fifth Avenue New York is a one of its kind store that was created out of an unpopular underground retail space accessed through a magnificent glass cube leading down a glass staircase. The iconic store referred to as ‘tech temple’ by customers won a staggering 42 design awards for architectural excellence and is the most photographed building in the world! This enhanced the unique, differentiated experience of the products and service leaving competition far behind.

FAO Schwarz: The 150 years old FAO Schwarz store in Fifth Avenue New York has gained its iconicity by its store experience and its unique iconic toys. Real life toy soldiers greet shoppers at its entrance. Its awesome plush toys range features iconic toys like $15,000 stuffed natural looking elephant and stuffed life size new-born in cradles under a nurse's care. A ‘Big Piano’ allow kids to jump, stamp on and play! Limited edition luxury toys like a $1,500 Jeweled Classic Etch-A-Sketch and a Barbie Foosball Table at $25,000 are available as collector’s items! No wonder it has been a hard task for moms to get their kids to exit the store even after shopping a lot for them!

Nike Town: Nike Town reimagined and reopened it 42,000sft iconic sports experience center in Oxford Street London- the largest Nike store in the world spread over 4 mind blowing floors designed to provide a premium experience across Nike’s key sports categories: Football, Running, Basketball, Sportswear, Action Sports, Athletic Training and Women’s Training. Some fantastic innovations are an online  NIKEiD studio for shoppers to custom design their own sports gear with design consultants to assist them, a state of the art football boot fitting machine, a boot embroidery service which enables names, flags and numbers to be stitched onto football boots. All this and more to convert casual browsers into sports evangelists!

Puma Sustainable Store: It happened in India! Yes, Puma launched its first ever iconic fully sustainable LEED certified store in in Bangalore a fortnight ago. The store features a unique underground cooled air-conditioning system, solar powered by solar panels, extra clear façade glass to allow 90% natural light, recycled material for fixtures and LED occupancy sensing lighting. The store offerings too are from fair trade resources, recycled rubber in the footwear etc. Iconic stores boast of innovation in store design and creativity! With the launch of this iconic store in India, Puma leads the way in promulgating the practice of environment friendliness and sustainability.

Characterized by innovative identities and unique customer experience, these stores have become iconic in their own right. In a fast paced and dynamic retail world, iconicity needs constant innovation - just to remain relevant all the time! 

-       Dr. Gibson G. Vedamani &

-       Surender Gnanaolivu*

(*Surender  Gnanaolivu is Executive Vice President, Store Development and Presentation, Mahindra Retail based in Bangalore)