domingo, dezembro 19, 2004: Guerrilla Stores ?

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While the venture might be interpreted as a call to arms against the aggressive commercialism and gaudy architecture of high-concept flagship behemoths like the Rem Koolhaas-designed Prada stores, it has also engendered a delicious absurdity: in their rejection of concept-store pretension, the guerrilla stores have realized its purest expression. A news release issued by Comme des Garçons lays out the ''rules'' behind this anti-concept with the earnestness of F.T. Marinetti's futurist manifesto: ''The location will be chosen according to its atmosphere, historical connection, geographical situation away from established commercial areas or some other interesting feature,'' reads one rule.
The idea may be easy to send up, but guerrilla retailing is also smart business, allowing companies to tap into new markets at low cost (rents are cheap; advertising is nil) and to reduce inventory by recycling old merchandise
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The New York Times > Magazine > Anti-Concept Concept Store, The

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