Yankee Candle

Spurred by the success of Yankee Candle’s original flagship as one of the most popular tourist stops in Massachusetts, the retailer decided to open another in historic Williamsburg, Virginia. Since Interbrand Design Forum had served as the company’s architectural and design firm for years, we brought our knowledge of the brand’s particular magic to the collaboration.

As an homage to the brand’s roots, the new flagship celebrates quintessential small town America and the friendly old shopkeepers on Mainstreet. Expert store planning resulted in a 45,000-square-foot space consisting of three main sections: an Emporium for all of Yankee’s premium scented candles and accessories; a home decor section; and Mainstreet, the building’s centerpiece.

Mainstreet has a courtyard surrounded by charming shops for toys, candy, gifts, flowers and candles. In one shop for example, fruit-scented candles are merchandised like an old-fashioned green grocer. A blue sky is painted on the arched ceiling, merchandise spills out onto the sidewalks, and music is performed in the park. There’s also a holiday square where it’s Christmas every day.

Tourists and locals alike can enjoy the fantasy and fragrance of this immersive design experience, where it’s easy to shop all day or make a quick visit. The brand experience has delivered more than just authenticity and charm — the new flagship has also exceeded sales expectations.