In a collaboration with Beyonce’s Parkwood Entertainment firm, Flannels launched a pop-up store retailing pieces from the Renaissance World Tour and the Balmain collaboration.
The “Renaissance flagship” which opened on Tuesday this week, will be housed in Flannels X, the retailer’s experience cultural center, and will include a 360-degree multimedia display that explores the splendor of the Renaissance era’s visual and aural arts.
The pop-up showcases a previously unseen display of Renaissance Couture by Beyoncé x Balmain, which includes 12 outfits from the classic collection that were inspired by songs from the Act I: Renaissance album. Renaissance: Beyoncé with Balmain, a limited-edition product extension consisting of three pieces, including gigantic t-shirts, hoodies, and tote handbags. Along with two exclusive t-shirt designs, the flagship store also has a 19-piece memorabilia edit of clothing and accessories including exclusive “London Has a Problem” and “Cuff It” tees.
In a press release, the retailer’s CMO, Beckie Stanion, says, “This spectacular project truly comes to life at the apex of everything we care about at Flannels — a perfect storm of fashion, art and music. As a business, across the past few months we’ve been celebrating iterations of self-expression, freedom, and boss energy… what a dream come true, to now welcome the icon of those ideals to our store.”
Adding, “As a woman in business, as a mother, and as a fan, I think everything about Beyoncé feels like a lesson in modern feminism. In power, really, in not being underestimated, and in constant evolution. She’s the most important musician of a generation,”
“I think at Flannels we harness quite a unique tone of voice; certainly amongst our peers in luxury retail. We like to be unafraid – unafraid to celebrate the kind of game-changing talent and success that we know inspires our young audience. Beyoncé is, needless to say, the untouchable queen of those ideals. To be able to celebrate her on this kind of scale is truly an honour.”