Louis Vuitton transforms its Seoul Dosan store into La Bibliothèque, a library-inspired world built around discovery. Books, fashion, stationery, exclusive sneakers, personalisation and hospitality unfold across the space, encouraging visitors to browse rather than simply shop. The concept shows how physical retail can create value through curiosity, tactility and experiences that reward spending time in-store.

House of Voltaire and Bicester Village have launched a mile-long takeover of the Oxfordshire shopping village to mark Beryl Cook's centenary. Life-size cutout characters and murals from Cook's best-loved paintings populate the full length of the village, alongside a House of Voltaire pop-up stocking everything from £7 pin badges to rare original Cook paintings. A genuinely joyful retail cultural moment.

Tom Sachs’ 31 Rue Cambon rebuilds Chanel’s Parisian world by hand using plywood, cardboard, paint, broken glass and found materials. The result strips luxury back to its underlying codes, asking where value really sits: in material, labour, memory, branding or desire. By making the construction visible, Sachs turns imitation into a sharp study of authorship, craft and the cultural machinery of luxury.

lululemon’s new APAC flagship lands at the intersection of Harajuku and Omotesando, combining contemporary retail design with Japanese materials, craftsmanship and local creative collaborations. Captured by TDM.Space from pre-dawn through first light, the project also marks the studio’s first lululemon commission in Asia and the next stage of its growing production presence across Japan and the wider Asian market.

Ami Paris turns a 349-square-metre space in Shanghai into its own interpretation of a Parisian neighbourhood. Haussmannian architecture, Le Café Ami, customisation and playful brand codes create more than a backdrop for Fall/Winter 2026. Each element translates Ami’s ideas of friendship, optimism and Parisian ease into something physical, showing how a pop-up can behave like the brand rather than simply display it.

Madhappy’s Seoul flagship makes a compelling case for a quieter kind of experiential retail. Designed with PlayLab, the Dosan Park space combines an abstract forest of timber columns, blue terrazzo, generous seating, art and Pantry café to create somewhere designed around how people feel and spend time. It shows how hospitality, tactility and atmosphere can turn a store from a place to shop into a place people want to inhabit.

Victoria Beckham’s first New York store treats retail as an exercise in atmosphere rather than spectacle. At 150 Mercer Street, fashion, beauty and fragrance sit within a tactile, residential environment shaped by velvet, marble, timber, brass and sculptural furniture. The result is a quieter kind of immersion, where materiality, intimacy and spatial restraint make the brand world feel coherent, personal and physically distinctive.

New Balance reimagines the performance shoe launch as a London street market for the SC Rebel. Inside Phonica Records, product trial sits alongside food, music, floristry, customisation and running culture, creating a tactile world rooted in Soho and the city beyond. More than a launch, the experience shows how product, place and community can work together to make performance feel culturally relevant and physically memorable.

Zara’s Gangnam flagship brings fashion, Korean culture, art, hospitality and technology together across three floors. From the monumental Imugi installation and locally inspired collections to Zacaffè, landscaped terraces and integrated digital services, the 2,130-square-metre space creates a distinctly Seoul expression of Zara, transforming the flagship into a place to shop, discover, pause and experience.

Moynat transforms the atrium of SKP Beijing into a playful world of trunks, colour and folded paper. Created with Chinese artist Jojo, the Folding Paper Garden reimagines the Maison’s travel heritage through oversized luggage, pixelated M Canvas patterns and architectural forms, creating an immersive landscape where craftsmanship, product and imagination come together in a distinctly contemporary expression of the brand.

YSL Beauty has transformed K11 MUSEA's Opera Theatre into a fully realised MTR station for the launch of its Care Crush Hand and Body Serum-in-Cream. Beige-grey mosaic tiles, platform seating, track markings, and an Octopus card machine bearing the Care Crush heart silhouette bring Hong Kong's beloved transit system to life as a beauty experience, timed to coincide with the Qixi Festival.

Oatly paints an entire Cadillac green to sell some matcha. Its Berlin pop-up applies one shade across walls, socks, toothbrushes, even edible pieces, proving the concept isn't a gimmick but total and inescapable. A rotating calendar of happy hours, concerts, and croissant sessions gives people new reasons to keep returning, while the whole space is built to be photographed and shared from day one.

Hermès builds a home out of the boxes people use to leave one. Its Shanghai window display reconstructs Balikbayan boxes, objects tied to Filipino migration and longing, into spiritual dwellings across a non-linear narrative. The result isn't an artist illustrating a brand theme, but two ideas, one lived, one seasonal, arriving at the same conclusion from entirely different directions.

Tiffany & Co. returns to the US Open with its fourth consecutive pop-up, bringing nearly 40 years of trophy-making heritage to life. From historic engraving tools and championship trophies to immersive installations, the experience turns a long-standing sporting partnership into something visitors can see, touch and experience, proving that sometimes, the strongest creative idea is simply the story you already own.

Converse leaves its own gallery unfinished, on purpose. Half-painted canvases and scattered tools turn visitors into participants, not observers. Deeper still, a Shanghai customization service lets visitors embroider local dialect and city landmarks onto their own shoes, turning a mass-manufactured sneaker into something that could only exist on this one street. Incompleteness, and locality, as the whole invitation.

Onitsuka Tiger has opened its second-largest Japan flagship near Nagoya Station; two floors designed by Milan's Studio Dini Cataldi, housing the full brand portfolio across Heritage, Contemporary, and Formality. Arriving weeks after the brand's largest global flagship opened in Shinjuku, the Nagoya store is the latest move from a brand asserting its identity with growing confidence since separating from ASICS.

REFY marked its launch into Sephora Europe with an Art Kiosque on the banks of the Seine, commissioning artist Jess Rose Bird to paint live portraits of the brand's community. Deliberately intimate, set beside Café des Arts with REFY-inspired artworks displayed throughout, the activation matches the brand's understated register precisely. An in-store pop-up at Sephora Champs-Élysées runs through the end of August.

New Balance builds a permanent home, not just a store, at The Grove. A staircase runs past an athlete wall, turning circulation into storytelling, while sequenced programming, a listening lounge, a café, a capsule machine, keeps giving people new reasons to return. Leadership frames retail as belief-building, not selling. The lesson: a flagship becomes infrastructure once it outlives its own opening weekend.

Lacoste turns a rooftop pool into a tennis court you can swim in. Its Mondrian Seoul takeover lifts "Tennis Court by the Beach" off the campaign page, covering sunbeds and parasols in the brand's exact clay-court colour. Rather than build a pop-up, Lacoste borrowed an existing leisure ritual, an afternoon people were already going to spend poolside, and made sure it happened inside the brand's own colours.

Coach has opened Coach Play Siam Square in Bangkok, its first concept store in Thailand and the latest stop on a global retail platform built around art, co-creation, and local creative identity. Partnering with three Thai artists, the space blends Coach's New York heritage with the energy of one of Bangkok's most culturally charged youth districts. The format doesn't replicate. It belongs.

On builds its first Brazilian stores out of São Paulo's own concrete. JK Iguatemi channels SESC Pompeia's brutalist textures; MorumbiShopping translates Oscar Niemeyer's Copan Building into flow and rhythm. Two distinct references, not one repeated template, giving Swiss design DNA somewhere local to land. Framed as gathering places for movement, not just retail, these stores are core infrastructure for a brand growing its owned channels globally.

Morphe opens a coffee shop to sell a makeup brush. Its Duke Street pop-up serves the actual Iced Mocha and Oat Latte drinks that inspired the collection, letting sensation do the explaining before a single consultation begins. For a brand rebuilding after bankruptcy, choosing tactile, service-led experience over discount marketing is a confident statement — and Selfridges' beauty hall is exactly the stage built for it.

K18 and Uncommon Creative Studio rolled a 10-foot ball of real human hair through the streets of New York to launch the brand's new FutureIQ longevity serum. Dubbed the Tumblehair, the installation represents the 167 billion hairs New Yorkers lose to shedding annually — taking something people endure quietly and making it physically impossible to walk past. Gross, clever, and entirely on brief.

Bershka builds its US identity out of stone, wood, and ceramic. Its Miami debut leans on a shared material palette to unify three collections into one coherent space, giving fast-moving trend cycles a physical anchor. Sitting alongside Zara and Massimo Dutti at Aventura Mall, the brand doesn't enter cold, it borrows instant credibility from a retail network Inditex has spent decades building.