Conceptual Art

Art gallery-like new flagship encourages
social engagement for Concepts brand

CONCEPTS | Newbury Street, Boston
size 4,700 sf
completed October 2020

Contributing Shop! members:
Bergmeyer architecture
Shawmut Design & Construction GC

This new flagship for global streetwear retailer Concepts introduces immersive products alongside brand and digital experiences. With architecture by Bergmeyer and built by Shawmut, it is the brand’s biggest retail expansion to date, covering three floors in Boston’s Back Bay. “Now more than ever, we are proud to invest in a retail expression that elevates the space and our brand in a bold new way,” says Tarek Hassan, founder and CEO of Concepts. “We are committed to the power of brand expression and dynamic storytelling. Nothing beats the in-person shopping experience, and this opportunity has allowed us to perfect that, our product offering, and our customer service.”

Located on the iconic retail thoroughfare of Newbury Street, the new store celebrates the brand’s Boston roots and community while offering a conceptual brand experience. A reimagination of the traditional retail model, it resembles an art gallery to drive social engagement and exploration. The layout gives visitors a complete journey experience — a path through the different environments, presenting various collections through the sense of discovery that an art gallery would elicit. The visual experience connects people, encouraging brand and product storytelling. 

Connecting three floors is a staircase inspired by the Greek term theatron, “a place of gathering for spectators.” Taking the role of center stage, the stairs welcome the community into the world of Concepts. 

Materials inspired by nature, including zinc, concrete, and stone, create a modern, comfortable environment. In the heart of the store is a zinc cube that casts light at different angles, creating an individualized sensory experience for each guest. The ground floor and main entry space houses private-label apparel and accessories, multibrand footwear and apparel, and a headwear customization space. In the mezzanine space is “Constant Change,” a dedicated area for rotating special projects and collaborations, as well as a DJ booth.

The top floor unveils the launch of VRSNL, a new women’s-focused luxury boutique from Concepts through the lens of streetwear. This is the first and only brick-and-mortar expression of the VRSNL brand. Designed to inspire and meet the needs of its growing community, VRSNL will include a curated offering of Concepts private label, streetwear, and sportswear brands. The upper level also houses a café.