The concept shop changes themes seasonally, with a new store being created top to bottom every quarter. To accommodate this model, Parc has created an infinitely flexible, active retail environment that utilizes projection mapping to integrate a brick and mortar retail experience and online shopping. The space is designed to be taken apart quickly, and it can easily transition to an event space to accommodate programming.
The boutique is an extension of the website and vice versa, playing to changing consumer habits and the increasing need for an omnichannel presence. The space serves as a retail testing ground for the luxury brand, as they drive innovation through design and experiences.