Flannels launches new 'Renaissance' pop-up for release of Beyoncé's concert film
It follows a debut earlier this year which saw the retailer’s Oxford Street flagship, Flannels X, transform into a viral shopping and discovery experience in line with the five-night London residency of Beyoncé’s ‘Renaissance World Tour’ in May 2023.
The retailer now returns with an amplified iteration of the shopping concept that drove around-the-block queues the first time around, with the highly-anticipated release of ‘Renaissance: A film by Beyoncé’ once again about to drive a concert-inspired fashion craze among fans.
The new ‘Renaissance’ pop-up lands in Flannels stores in London, Liverpool and Sheffield today, 1 December – when the film goes on general release – before arriving in Belfast on 14 December.
The concept is inspired by Beyoncé’s ‘Renaissance’ fashion extravaganza, and is a nod to the “disco cowgirls and alien superstars” who united in their droves across 39 cities and 56 shows to take part in “the year’s biggest party”.
Now, in line with its own festive creative concept ‘We Are The Party’, the selected four Flannels flagship stores will become a one-stop destination for fans to immerse themselves once again in the Renaissance spirit.
Shoppers will discover the official ‘Renaissance’ film apparel and accessories collection, with Flannels as the exclusive European retail partner stocking a 16-piece tour-inspired merch range including t-shirts, tracksuits and accessories adorned with graphic imagery and lyrics such as ‘Cozy’, ‘I’m That Girl’ and ‘Unique’.
The opulent chrome and glitter in-store takeover aims “to empower fans to match the Renaissance-approved dress code as they head to watch the film”. Designer ready-to-wear and accessory edits have also been specially curated, and Flannels Rental is offering a range of high glamour looks just for the occasion.
Additionally, Flannels Beauty is offering a dedicated edit inspired by Beyoncé’s signature look of the tour; a glitter eye and winged liner that shoppers will be able to try for themselves in Flannels’ private beauty changing rooms.
The Oxford Street flagship will also welcome the tour’s iconic mirror ball horse, dubbed ‘Reneigh’ by fans, for the first time.
Bringing the fans to the centre of the celebration, the doors will open exclusively to fans ahead of the general public in London on Friday morning, giving them the first chance to experience the flagship and buy the collection.
Beckie Stanion, CMO of Flannels, said: “It’s so exciting to be teaming up with Parkwood Entertainment again. The Renaissance flagship was an absolute highlight in a year of activity at Flannels X, and bringing it back for the film is a dream way to celebrate our ‘We Are The Party’ festive concept.
“The fashion and beauty trends from the Renaissance tour are iconic, and we can’t wait to welcome all the fans into our stores to get the look!”