I have read a couple of articles talking about Zara and H&M are putting an eye in churches, theatres, cinemas,… to open new stores. What do you think about it?! There is a really thin line between cool and ugly and it could be very dangerous for them if they ruin an old piece of art and history. Sometimes, you take a nice place to open your store but you have to add your own image and it has to be by the hand of the place that you are choosing.
On the other hand, there are cases when the power of the brand, the coolest of the visual,… make a place shines. As for example, the phenomenon of Biba’s store in London. Biba was a London fashion store of the 1960s and 1970s. Biba was started and primarily run by the Polish-born Barbara Hulanicki with help of her husband Stephen Fitz-Simon. From a mail order company in the early sixties, to global fashion phenomenon of the seventies, Biba was a store like no other. Biba’s early years were rather humble, with many of the outfits being cheap and available to the public by mail order. Biba’s postal boutique had its first significant success in May 1964 when it offered a pink gingham dress to readers of the Daily Mirror. The dress had celebrity appeal, as a similar dress had been worn by Brigitte Bardot. By the morning after the dress was advertised in the Daily Mirror, it had received over 4.000 orders.