Victoria’s Secret is giving customers an inside look at its upcoming fashion show.
The retailer is debuting an immersive “The Tour Experience” on the top floor of its New York City flagship later this month in conjunction with its Victoria’s Secret World Tour fashion show, which will debut on Prime Video on Sept. 26.
The in-store experience was created as an extension of the Victoria’s Secret World Tour, which is a reimagination of the retailer’s long-running fashion show.
“It’s fashion, it’s art and it’s entertainment,” said Albert Gilkey, senior vice president of store design and construction at Victoria’s Secret. “This space is an extension of that reimagination. We’ve also never done this and it’s an exciting time for us to reimagine the experience for the customer and for the brand.”
The in-store experience will feature all looks presented during the Victoria’s Secret World Tour show, which are created by four designers from Lagos; Tokyo; Bogotà, Colombia; and London. The designers also looked to the Victoria’s Secret archives to reimagine some of the best-known Angel wings that have been presented at past fashion shows. These creations will be on display at the store’s flagship.
“The Tour Experience” will include a Champagne bar with signature cocktails and mocktails that were inspired by Victoria’s Secret fragrances. Victoria’s Secret enlisted chef Sumaiya Bangee to create custom desserts for the Champagne bar, which also take inspiration from Victoria’s Secret well-known motifs and colors.
“It’s a sensorial experience that we’re excited to just share with the customer,” Gilkey said. “It’s a pleasure to be able to do that for the brand and just for the customer. We’re a new Victoria’s Secret and that’s what we’re celebrating. The Tour is the ultimate expression of our brand transformation.”