// Flannels X opens the doors to a “first-of-its-kind” week-long pop-up in celebration of Beyoncé’s Renaissance World Tour
// The takeover is the first major since the retailer rebranded its London Oxford Street flagship as it focuses on the next-generation consumer
Flannels has transformed its newly rebranded London Oxford Street store into a “first-of-its-kind” week-long pop-up to celebrate Beyoncé’s Renaissance World Tour.
Timed with her five-night residency in Tottenham Hotspur stadium, the flagship will “immerse audiences deep into Renaissance’s energy and storytelling” until 5 June.
Subscribe to Retail Gazette for free
Sign up here to get the latest news straight into your inbox each morning
The Flannels X flagship features a never-before-seen exhibition of the 12-look Renaissance Couture collection by Beyoncé x Balmain which has been co-designed by the artist and creative director Olivier Rousteing and draws inspiration from the album’s track list.
Alongside the exhibition is a limited-edition three-piece product extension inspired by the couture pieces, only available for the duration of the pop-up.
The multimedia showcase across the store’s ground and basement floor also includes a 19-piece memorabilia edit of apparel and accessories, as well as two exclusive T-shirt styles.
Flannels aimed to rebrand its Oxford Street flagship store to reflect its focus on the next-generation consumer. The new Flannels X store is set to see a number of events and exclusive product launches.
Flannels chief marketing officer Beckie Stanion said: “This spectacular project truly comes to life at the apex of everything we care about at Flannels – a perfect storm of fashion, art and music.
“As a business, across the past few months we’ve been celebrating iterations of self-expression, freedom, and boss energy… what a dream come true, to now welcome the icon of those ideals to our store.”
Click here to sign up to Retail Gazette‘s free daily email newsletter
