The selection showcases 10 exciting store implementations across Europe that stand out due to their choice of materials and colors or because of their unique concepts.
1 Veja General Store, Paris
Veja, a French sustainable sneaker and accessories brand made from organic cotton, wild rubber from the Amazon, vegetable-tanned leather, and recycled PET bottles, opened its Veja General Store in Paris, in the 10th arrondissement. The new 100-square-meter space, which opened on the very spot where the brand’s founders opened their first Centre Commercial store 13 years ago, houses both the store as well as a dedicated repair project, as a central concern of the brand is strongly focused on the circular economy and defining a new standard for the consumption of products with longer lifespans. The interior, created by VEJA’s in-house design team in collaboration with local architecture firm Alors Studio, features a sleek but welcoming environment anchored by an L-shaped terrazzo service counter with a concrete top. Behind the counter, a wall-mounted dark wood and metal grid provides storage space for shoes, while an additional large shelf showcases the many products on offer, including books, furniture, socks, shoe care products, shoelaces, toolboxes, cleaning items, and stationery.
2 Lynk & Co, Barcelona
The Lynk & Co brand, which was founded in 2016 and, like Volvo, belongs to the Chinese automotive group Geely, opened the first Spanish location of its innovative “Club” concept in Barcelona in September. It is set to become the epitome of sustainable and flexible mobility concepts for the “hyper-connected” generations. The business model has little in common with a conventional car dealership: Instead of exhibition space for cars, Lynk & Co primarily creates community spaces featuring cafés, co-working places, event and lounge areas, as well as space for exhibitions by local artists. A curated range of young creative niche brands that represent similar values to Lynk & Co in terms of sustainability and creativity all complement the concept.
3 ON Running, London
Swiss sports brand On opened its first European flagship store in London in 2023. Located at 169-173 Regent Street, the store spans three floors and features the company’s latest innovations and products. At the first European store, not only can customers shop the full range of On’s men’s and women’s collections, but they can also discover the world of the Swiss performance brand. Inspired by a science museum, customers on the second floor are encouraged to touch and explore the latest technologies, sustainability projects, and innovations at various interactive stations. In addition, the lower floor offers a versatile communal area for panel discussions, workouts, and events, including a pop-up bar.
4 Freitag, Zurich
The Freitag bag originated on Zurich’s Hardbrücke in 1993. Countless trucks passed by there every day, which inspired the Freitag brothers to make bags from recycled truck tarpaulins. Since 2006, the Freitag Tower has stood just a few meters away from the Hardbrücke. It is built from used materials – just like the products that can be bought there: It consists of 19 rusty freight containers stacked on top of each other to form a unique skyscraper. Over 1,800 recycled and individual products such as bags, smartphone cases, wallets, and more can be found on four sales levels. An additional five floors lead up to the viewing terrace (open during the store’s opening hours), which offers a spectacular view of the ever-changing Zurich West.
5 The (Any)Thing, The Hague
In what was truly a world first, The(Any)Thing opened an on-demand movie theater at a multiplex cinema in Pathé Ypenburg in The Hague. Following the success in Wijk bij Duurstede and Hotel New York in Rotterdam, The(Any)Thing offers a personalized cinema experience for two to five people in a stylish, luxurious, and comfortable setting. The unique selling point of The (Any)Thing, which sets it apart from normal small cinemas, is the method used to personalize the cinema experience. The Pathé Ypenburg (Any)Thing offers six private rooms with comfortable seating for up to five people. The mini cinemas are luxurious, are uniquely designed, and feature cutting-edge image and sound technology. An on-demand library of over 1,000 films is available, ranging from recent releases to classics.
6 PJ.LOBSTER, Barcelona
A monochromatic optical boutique that plays with textures: In Barcelona’s Fossar de les Moreres square, just steps away from Santa Maria del Mar Cathedral, a 430-square-meter optical boutique adds personality with texture to online and omnichannel retailer PJ.Lobster. The Barcelona-based PJ.Lobster, the fifth location designed by Spanish architecture and interior design firm El Departamento, was built using local materials and craftspeople and offers a new focus on the technical aspects of the brand, an evolution from its previous emphasis on fashion. In order to reflect the transition, the clients requested a simple, clean, and minimalist interior – a challenge for El Departamento, which usually tends towards maximalism.
7 Quotidiana, Milan
Unlocking the untapped potential of newsstands: In Milan, newsstands have been restored and restaged as front-door service points, information centers, and places where people can meet and exchange ideas. The idea behind the project, which counts over 20 newsstands to date, was to further develop the concept of the newsstand in order to make it a point of reference for Italian neighborhoods once again. At Quotidiana Newsstands you can buy a newspaper, do your shopping, and find an ever-evolving range of services. Newsstands have become places of proximity at which you can buy more than 360 products every day, take advantage of useful personal services (modeled after the Parisian network “Lulu Dans Ma Rue”), and, of course, buy newspapers.
8 Ikea, Vienna
A grid facade dotted with trees enlivens the city-center-based IKEA store at Vienna Westbahnhof. It was designed without parking spaces, can only be reached on foot or by public transport, and is located in the heart of the Austrian capital. The seven-story building is home to the IKEA furniture store on five levels. The two upper floors house the Accor hotel brand Jo&Joe, whose hospitality concept is aimed primarily at young people and business travelers. Additional services are provided by four stores that were previously located there. A roof terrace offers a magnificent view of the whole city of Vienna as well as the world’s first IKEA snack bar. According to IKEA, it is open to the public, without any obligation to consume.
9 Saint Laurent Babylone, Paris
The House of Saint Laurent opened its own bookstore and gallery in the 7th arrondissement of Paris: Saint Laurent Babylone. The new hybrid cultural meeting place for art and fashion lovers is open from Wednesday to Sunday and offers monthly exhibitions, book signings, and DJ sets amidst shelves full of beautiful art books and a sophisticated selection of magazines and vinyl. All of the items that can be found at Saint Laurent Babylone have been curated by Anthony Vaccarello. The diverse selection ranges from rare books and SLRD editions to subversive publications and music recordings, such as live sessions and fashion show soundtracks. This unique space also serves as a venue for cultural events, DJ sessions, readings, and book signings.
10 House of Rituals, Amsterdam
A holistic shopping and lifestyle concept with exclusive and unique collections – a journey of personal well-being. Dutch beauty brand Rituals opened its “House of Rituals” flagship store in its home city of Amsterdam. At 1,900 sq m, it is the brand’s largest store to date. With a range of new offerings and experiences, the store is helping to reposition Rituals as a lifestyle brand, demonstrating the power of the flagship experience. In line with the brand’s “Art of Soulful Living” philosophy, House of Rituals has been designed as an escape from the hustle and bustle of city life and a holistic sanctuary for the mind, body, and soul. That perfectly aligns with the appreciation of “wellness”, which has never been higher on the agenda than it is today. It features a number of firsts for the brand, including exclusive new co-created products, a new homeware collection, as well as a number of ways to personalize Rituals products.
Other stores in Europe and beyond that have been selected are:
Freight Farms , Outlandish , Madhappy, July , Sporty & Rich, Facegym, Casetify, Foxtrot, London Sneaker School, Pickle, Serra, Sabyasachi, Glossier, Harmay, Pink’s WIndow Services, Wethenew, Gymshark, Flannels X, Hodinkee, H&M „Looop“, Peech, MOSH, Thread Together, Ruedu, Nothing, Lalo, The Bridge, CAMP, Canada Goose, Rinkan, Golden Goose, Leica, Atelier 100, The Annex by Superette, Documents Yuyan Study, Diptyque, Fish Butchery, Victor Churchill, My Only Fragrance, Gentle Monster.
The General Store is an Australian-based company specializing in retail strategy and innovation. Services offered include brand strategy, retail marketing mix strategies, consumer behavior insights and more. The report with the 50 coolest stores worldwide was produced with the support of Ebeltoft and Oresa and is intended to stimulate creative thinking through the selection. The examples presented are a wonderful combination of art and science.
