In times where people frequently shop for clothes online and often even prefer not to leave the house to make a purchase, design agency King George did the unexpected and created the ultimate ‘off-line’ experience shop of 1.500 m² for the flagship store of the Concept Fashion Group in Brussels. The brand-new “Concept City” was built to resemble a real-life city center, with a main street and a main square.

The various shop-in-shops were transformed into actual shops along the streets of ‘Concept City’. This way shoppers get the feeling of walking in an actual city and discovering hidden gems. Aside from the brand stores of G-Star, Scotch & Soda, Tommy Hilfiger Denim and Armani you can also find a butcher’s shop (filled with handbags), a library (with all sorts of jeans), a movie theatre (which just happens to be a multi-brand clothing store) and a supermarket (containing the cash desks) in Concept City. On top of that, a real barista serves you the perfect cup of coffee on the main square.

At Concept City you’ll find one surprise after the other, paving the way for the future of experience shopping.

Designed by King George
Photography by Alexandre van Battle