Seeking the vibe of a hotel lobby in a chic, trendy locale, Abercrombie & Fitch has launched its “Getaway” design concept in Los Angeles and Milan. In addition to the Getaway locations at Los Angeles’ Del Amo Fashion Center and Milan’s Il Centro shopping center, Abercrombie will expand the concept on a global scale through the remainder of 2022 and into 2023.
As the brand continues its digital transformation, it is also examining how to create new experiences in brick-and-mortar retail. This new store concept provides an immersive omnichannel experience designed to reach millennial and Gen Z customers.
“Our new getaway-inspired stores reflect the unity of both our brand aesthetic and intuitive, omnichannel functionality,” said Carey Krug, SVP and Head of Marketing for Abercrombie brands in a statement. “Abercrombie’s young millennial and zillennial customers continue to utilize our stores for a variety of needs — whether it’s discovering new products and trends, picking up online orders, connecting with friends virtually or IRL, figuring out their best fit, or simply enjoying the brand experience. Everything from the flow and design elements to the functionality of the spaces was architected to reflect our customer’s ideal experience, whether they’re visiting for a transformative, curated shopping experience or utilizing the store’s omni-hub capabilities.”
Getaway’s focal point is the check-in style desk that relies on wood accents, modern sputnik-style lighting fixtures and neutral tones, all of which come together to create a hotel lobby environment. Customers will also find a dedicated studio showcasing Abercrombie’s denim offerings, as well as fitting rooms outfitted with customizable lighting for a more customer-friendly try-on experience.
“We translated our customer’s mindset into a real-world immersive experience,” said Joanna Ewing, GVP and Head of Creative for Abercrombie brands in a statement. “The entire design of these new stores is the unique getaway mindset of our customers brought to life in a way that communicates elevated ease, which is exactly what Abercrombie represents.”