Luxury streetwear store Unknwn has opened up a flagship store designed to focus on building community and experience in Miami. With people’s expectations of retail evolving, Unknwn offers an insight into how stores can connect with both their customers and the wider community. We explore the insights behind this and why stores are upping their experiential game.
Unknwn, which is owned by LeBron James, Jaron Kanfer, and Frankie Walker Jr., has opened in the heart of Miami’s art and design district. The store was designed in collaboration with visual artist John Margaritis from New York Sunshine and features 279 square meters of retail space, stocking a curated collection of ready-to-wear, sneakers, and collectibles. It also has a 372-square-meter multi-use courtyard fit with a basketball court, which will host a range of community events and initiatives.
“We want our brand and stores to be the canvas for a global community to feel welcome, excited, and express themselves through interacting with our space, brands, and events,” says Jaron Kanfer.
People’s attitudes towards retail stores are changing; with record store closures across the US in 2019 affecting the apparel industry, retail brands are responding with interactive, immersive, and highly experiential design to meet shoppers’ higher expectations. What’s more, community-based events provide more incentive for people to shop IRL, especially given that 81% of Gen Zers say they prefer to shop in brick-and-mortar stores.
With the role of retail transforming and department stores in the US suffering especially, Unknwn’s combination of curated collections and community-building within the district explores what the future may hold for in-store shopping. Neighborhood Goods is also redefining the traditional multi-brand store, offering a blend of community and ever-changing product ranges to lure people through the door.
Luana Sambell is a behavioural analyst at Canvas8. She holds a master's degree in consumer behaviour and is passionate about cultural trends and the latest happenings in retail. Outside of work, you can find her exploring different cultures through food or catching live music whenever possible.
