Gant Opens New Store Concept Celebrating “Brand Rejuvenation Journey”.

Gant today opens a flagship store in Stockholm, Sweden, with a new store concept that celebrates the brand’s legacy. Gant announces this in a press release.

Eleonore Säll, Gant’s EVP Global Brand, explains in the press release that the store represents the celebration of Gant’s “brand rejuvenation journey” over the past three years. “Our rich heritage is a huge asset to us, but we know it is critical that we continue to reinvent ourselves to stay relevant and attract new customers – the new flagship offers the perfect opportunity to do so.”

In the three-story, 580-square-foot retail space, historic details and warm tones nod to Gant’s heritage, while modernizing with Scandinavian elements. For example, the combination of brass, dark wood and traditional herringbone speaks to the brand’s Ivy League heritage, while terrazzo stone tiles and plaster modernize.

The concept can also be found in one of the two new Gant Studios in New York. However, unlike the flagship store in Stockholm, the space in New York is solely a studio, it is not possible to buy there. The Gant store in Stockholm will also serve as a venue for curated exhibitions, panel discussions and “inspiring brand activations that bring together talent and communications,” said Gant.

Created in collaboration with New York-based design studio Snarkitecture, the store opens today.