Why should you build a brand home? Here are 5 retailers that nailed the brief

Iconic brand flagships are being revamped, D2Cs are opening brick-and-mortar stores and alcohol brands are investing millions in tap rooms and bars. The job of these buildings isn’t purely a profit play but a branding exercise that helps grow and protect brand loyalty.

We’ve picked out five impressive brand homes that are really worth learning from.

Gymshark

Fitness brand Gymshark opened its first brick-and-mortar store on London’s Regent Street in 2022. For a brand that was built on its loyal fitness community, access to free workout classes was fundamental. It’s a big draw to the building, especially considering a typical London fitness class can set you back £20.

Gymshark has a roster of high-profile bodybuilder talent to tap into for inspirational and educational talks and events. The genius of the store mechanics is that clothing racks can be lifted into the ceiling, transforming the shop into a events and workout space.

The store also features a Joe & Juice bar offering protein shakes, coffee and healthy snacks and there is even a “community table” where customers can socialize and work.

Glossier

Content head alice redman, who visited the store in July, says: "Glossier has captivated its customers in such a way that pulling on to Melrose Avenue in LA gives its fans a feeling like they’ve made a pilgrimage, rather than just stocking up on make-up."

The store is colored Glossier’s signature millennial pink, its staff "decked out in boiler suits with iPads ready to take orders," Redman recalls. Giant sculptures of the brand’s infamous boy brow and cloud paint products are snapped by customers who take turns taking selfies in a mirror featuring the brand’s slogan, ‘you look good’.

"There’s also a high level of customer service training apparent, the ‘editors’ who take orders approaching customers like friends," Redman says. Next door to the LA store is ‘Glossier Alley,’ an actual alleyway that’s home to Alfred’s coffee shop. "I opt for a Super Glow Iced Tea, although I am tempted by a Lavender Balm Dotcom Latte, as it’s one of my favorite products," says Redman.

Guinness

Guinness knows how to do a brand home, its Dublin brewery experience one of the top tourist attractions in the Irish capital. Now the stout brand is preparing to open its London home with a 50,000 sq ft Covent Garden venue. The £73m Guinness microbrewery will produce limited edition beers and run guided tours and is set to create 150 jobs.

Similar to Gymshark, the project is positioned as a “community space” by offering 100 bartending and hospitality training courses across the Diageo group. There will also be a restaurant and bar with a panoramic glass rooftop view of London.

Tiffany & Co

Anthony Ledru, president and chief executive officer at Tiffany & Co, described its ‘Landmark’ store on Fifth Avenue as a “cultural hub with an exquisite showcase of architecture and superior hospitality, as well as cutting-edge art and design.”

The 10-floor building has over 40 artworks from the likes of Damien Hirst, Julian Schnabel, Rashid Johnson, Anna Weyant and Daniel Arsham. Oh, and there is also a restaurant led by a Michelin-star chef. As Michelle Du-Prat, strategy director and co-founder of the agency Household, writes: “‘The Landmark’ truly embodies the next-gen experience of placemaking that many brands crave but struggle to achieve. It has been done through unleashing emotion, cultural connections and the power of real-life experiences.”

Lush

Although a shock to the senses, the Lush Oxford Street store has a bit of theatrics to it with staff demonstrating the colorful products in giant sinks and customers encouraged to feel and touch the products.

The store spans three floors and houses Kafi Coffee as well as a spa and tailored consultations. Along with cosmetics, the Oxford Street store sells fresh flowers, which adorn the front of the building and really amplify the bright, neon colors of the store.

5 top tips for building a brand home

1. Create a sense of community by giving something back.

2. Offer more than just products. Coffee, food or booze typically bring people in.

3. If you have a brand color or theme, splash it everywhere.

4. Partner with external people or organizations that align with your brand.

5. Ensure the architecture and retail space are impressive and wow shoppers.