Europe is home to several of the world’s top fashion houses and luxury brands, and therefore will always be a location that luxury brands flock to.

This month, the theme is art and culture, fitting for some of the historic buildings that retailers are occupying. Many brands are seeing the value of collaborating with artists, both those who are globally renowned as well as those who are popular locally. 

Most of these collaborations are in the store design rather than for products themselves, where artists are creating sculptures, artwork, or curating collections of work to add to the store aesthetic.

There is also a link to the idea of retail as a gallery, where historical items and art pieces are displayed alongside a brand’s products, to create a thematic connection between the two.

Get inspired by the latest exciting new European retail stores we have found for you this month.

Image credit – RH

RH, Paris

American luxury lifestyle brand RH has launched its latest store on the Champs-Elysees.

The new store occupies an existing building, but has been transformed with architectural additions. Visitors can enter via a set of golden gates to a garden that leads to the doors to a new gallery and library.

The library will stock books on architecture, including several rare editions by Da Vinci and others. The most rare book, De Architectura, The Ten Books on Architecture from 1521, will be on display in the centre of the library.

Other artwork is displayed throughout the store, including a sculpture by Louis-Felix Chabaud, abstract art from Karina Gentinetta and neoexpressionism from Vladimir Prodanovich.

In order to ascend to other levels, the designer created a glass lift inside an invisible shaft, so it appears as if from nowhere. Customers are able to find a range of RH furniture and homeware, including a Thierry Lemaire coffee table.

On the top floor, customers can visit the Le Petit RH where they can sample caviar and champagne. The rooftop contains a restaurant with views of Paris, called Le Jardin, and serving a fusion of American and Mediterranean cuisine.

Hoka, Berlin

Arriving in Kurfurstendamm this month is a new store from American footwear brand Hoka, marking its debut in Germany.

The aim of the store is to both offer a range of sportswear items as well as connect with local sports enthusiasts and athletes. The store has been designed to reflect the brand’s connection with the outdoors and includes beige and blue colours throughout, to suggest nature.

Customers can shop the full Hoka range of running footwear, including trail running, and clothing in the store. Additionally, the brand is offering a range of services such as treadmills to test shoes and gait, and precision shoe measuring.

Hoka hopes that the store will also function as a community hub, and with that in mind has started a run club, which starts from the store weekly. The brand has also planned other activities such as yoga classes and workshops.

Image credit – Jack Stratten/Insider Trends

H&M, Paris

Fashion retailer H&M has launched a new physical store in Marais after a successful concept pop-up store last year.

The store is designed to look more premium, with neutral tones and minimalism to provide a more luxe experience. The space also features a courtyard that the brand will use to host a range of activities for the community, including music and fashion events.

Technology also features within the store, with a range of RFID enabled technology and automated checkouts to speed up the checking out process.

Differing from other stores, this location will offer less in the way of basics, and instead features a curated collection, with particular emphasis on limited edition items and other premium ranges, such as H&M Studio and H&M Atelier. The brand’s Pre-Loved range for second hand items will also have an outlet here.

Image credit – Birkenstock

Birkenstock, Milan

Milan sees the arrival of a new physical store debut from footwear brand Birkenstock.

The store is designed to resemble elements of the Birkenstock footwear, with cork and wood throughout. The store also contains a number of interactive elements and artistic exhibitions. This includes a 3D video called Natural Fit and an installation called Walk With Me.

The brand has collaborated with a range of Milanese artists and local brands, including Gianluca Brando on a ceramic sculpture resembling fossils, Gelateria Umberto 1934 on a cart of free gelato, and Older Studio on a special edition bag. Customers will be able to find a wide range of Birkenstock products, including the 1774 and Premium ranges and foot care items.

Image credit – TOUS

TOUS, Berlin

Spanish jewellery brand Tous has launched its latest store in Mitte, under the concept A New Bear in Town.

The space features pink walls, soft lighting and rounded features throughout, giving a futuristic vibe. This is combined with a giant shiny sculpture of the famous Tous bear, the symbol of the brand. These elements are contrasted with white fixtures on which to display the range of jewellery, as well as other accessories. The brand sees this as combining the energy of Berlin with the Spanish heritage of Tous.

Other services are also available to customers visiting the store. This includes the creation of an infinity bracelet, as well as engraving and the ability to customise bags.

Image credit – Nude Library

Nude Library, Barcelona

A new flagship store has arrived in La Roca Village from streetwear brand Nude Project.

The store has been designed to complement the surrounding buildings and streets, and respect the local environment. The store designers noted that the village did not have a bookshop, so created one to add to the space.

The bookshelves themselves are a huge focal point in the store, as they are six metres high, and are used both to store books and also display some of the brand’s products. These are contrasted with the relaxed atmosphere of the changing rooms, which use the brand’s pastel blue colour and include rounded and soft seating.

Nude Project hopes that the space will function as a cultural hub that blends fashion with music and art. The store includes a DJ booth to play music throughout the space.