Having just visited Hollister’s new flagship store in Manhattan I was blown away by the experience they have created. No picture taking is allowed but surf, meets urban, meets art, meets dark, broody, club culture with a big dash of Ralph Lauren thrown in at a fraction of the price point.

A BIG reminder of the impact that bricks and mortar still carries as a part of the brand experience (when done right). So fantastic I would actually take friends there to hang out. Did I mention the product is fantastic too.

Good on Abercrombie and the merchandising department for not forgetting that in an increasingly digital maketing world, the sex appeal of the tangible is still a big deal.

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