Located at 43 Boulevard des Capucines, the new Tommy Hilfiger digitally-enhanced store looks on to L’Olympia, the most famous music hall in Paris, and is 150 yards north of the la Madeleine church, where Napoleon crowned himself emperor. The area boasts a novel blend of local and international retailers; food emporiums and top-notch restaurants.

The new 940-square-meter store features digital touchpoints that further marry physical and virtual retail together. Tommy’s Paris store even has a new Smart Fitting Room, the first of its kind in France, that can recognize items consumers bring into the fitting room through RFID tracking; suggest matching products to complete their look, and enable orders directly from Tommy.com.

An Endless Aisle touchscreen installation allows consumers to browse and order from a huge selection of shoes and accessories that would be impossible to display in store. While a Style Scanner helps consumers find their new look by scanning their favorite piece and suggesting on-screen recommendations to complete an outfit. The store also offers a click-and-collect option, enabling consumers to order products from Tommy.com and pick them up in-store.

The two-story Boulevard des Capucines flagship is housed in a 19th century building that was formerly a bank. The redesign of historic space maintains original architectural elements though complemented by new custom features. An array of mid-20th century pieces; traditional American antiques and graphic artwork are juxtaposed with the classic furnishings amid which the Hilfiger collections are displayed – including men and women, underwear, Tommy Jeans, footwear and accessories.