Victoria’s Secret opened a store of the future

A new Victoria’s Secret store has opened at suburban Chicago’s Harlem Irving Plaza shopping center.

American lingerie manufacturer, Victoria’s Secret, announced the opening of the first “store of the future” in Chicago with gender-neutral clothing, a beauty bar, and the latest technology services, WWB reported.

The new VS Store of the Future store opened at the Harlem Irving Plaza mall in Norwich, a Chicago suburb. The retail space features an open floor plan, tech-savvy fitting rooms, an updated color scheme, curved walls, bright lighting, and exceptional interior finishes. 

According to Albert Gilkey, senior vice president of store design and construction at Victoria’s Secret, the new store is “the opposite of intimidating.” He describes the store’s concept as “feminine, open and communicative.” 

“Some of the ideas we heard from customers were that they wanted clear navigation, clarity of space, an exceptional fitting room experience, updated cash registers, and technology in a new look,” Gilkey summarized the innovations. 

In the new concept, the store has become more open, Victoria’s Secret has moved away from using a monolithic façade. The merchandise has become crucial and is now the focus of customers’ attention. The new concept continues the transformation of the brand. Previously, the company removed black and white images of the brand’s former angels, dark colors, and overly skinny mannequins from all of its stores. 

“We are in the process of a grand transformation and creating a space that inspires women with products and experiences that lift and support them,” Victoria’s Secret commented, noting that the new concept is “light, airy, optimistic, authentic and creates a sense of community.”