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*IADS member Boyner Grup unveiled its new strategy in 2022 to establish itself as a genuine “multi-brand lifestyle company”. This came with a new approach to merchandising, including the introduction of more international brands, less reliance on private labels, the exploration of new categories, including F&B, the introduction of new types of marketing and events in Turkey, and the launch of a new store concept, in Cadde, on the Asian part of the city. We reported this new concept and its many innovations in a previous IADS Exclusive.

Since then, Boyner Grup has been relentless in its efforts to improve and expand this store concept to other locations, including the iconic Istinye Park. This commitment to innovation and improvement is a testament to the company's dedication to providing a unique and engaging retail experience. As the second major iteration of the store concept, it includes some evolutions based on the key learnings from the Cadde store, reviewed in this IADS Exclusive article.*

Introduction: about Istinye Park

Istinye Park has been a cornerstone of Istanbul's retail landscape since its inception in 2007. Spanning an impressive 242,000 sqm, with 85,000 sqm dedicated to retail space, this mixed-use complex houses 280 stores, including a comprehensive array of luxury and fashion brands. Its strategic location near Maslak, Istanbul's primary business district, and several universities makes it a magnet for both middle-class consumers and affluent shoppers. This positioning has likely contributed to Istinye Park's superior turnover performance compared to the newer Zorlu Center, located in another part of Istanbul. This mixed-use complex opened in 2013 with 200 stores, various F&B concepts, and the Raffles Istanbul Hotel.

The visitor experience at Istinye Park is notably distinct and arguably more captivating. The complex is anchored by a stunning rotunda lined with luxury boutiques, creating an immediate sense of opulence upon entry. Like Zorlu, Istinye Park incorporates a residential component spanning 190,000 sqm, which provides with a valuable repeat clientele. As the pioneer in introducing an actual luxury mall experience to Istanbul, Istinye Park has cemented its prestigious image in residents' minds.

The complex is composed of three main elements:

• The Grand Rotunda: Designed as a central entertainment hub, this four-level arena-like space is crowned by a 78-meter-diameter hard-shell canopy supported by a central exterior mast over three panoramic elevators. Adding to its allure, the Rotunda features kinetic water sculptures animated with lights and music.
• The Lifestyle Centre: This open-air town square incorporates a verdant central park and a fashion district housed in a glass-roofed indoor retail area.
• The Bazaar: This section stands out with its historical Turkish styling. Each facade draws inspiration from Turkish architecture and history, offering a unique blend of modern retail and cultural heritage.

Sustainability has been a core principle of Istinye Park since its inception. The complex boasts automatic energy-saving systems, dedicated trash collection centres, and an overall design that minimises its energy footprint.

Istinye Park is home to Turkey's three premier department store chains: Beymen, Boyner, and Vakko. While Boyner is the only one accessible from the mall's ground floor, Beymen and Vakko can also be reached from the open-air first-floor section and are, therefore, more visible at first glance.

The Cadde store concept’s initial pillars

The Cadde store, Boyner's pioneering concept, was built on four key pillars:

• Sustainability: Eco-designed store with energy and water-saving systems, customer-centric services like garment recycling points, and innovative features such as pedal-powered phone chargers. The assortment was carefully curated with sustainability in mind.
• Integrated art: Impressive installations and purchasable art pieces seamlessly blended into the store environment.
• Cutting-edge technology: Anamorphic screens adorning the façade and a colossal display stretching from the basement to the top floor.
• Revolutionary merchandising: Prominence given to international brands over private labels, Instagram-worthy product displays, strategically placed rest areas, and dining spots like Costa Coffee at the entrance.

These innovations yielded impressive results: a 27% higher average ticket than the Boyner network average and increased dwell time from 30 minutes to an hour.

The Istinye Park store: an evolution rather than a revolution

The second store concept iteration at Istinye Park, builds on the lessons learned and activates the pillars differently, as the 6,000 sqm store was refurbished entirely.

Firstly, the integration of art, mixed with an efficient store design, remains a key component of the store. It is cleverly used on the ground floor store frontage, as the store is located relatively far from the atrium escalators and behind a Starbucks, making visibility critical. To ensure the store is noticeable, a giant interactive piece of art, “Flip Dot Display”, mirroring what is happening in front of it like a glittering screen, creates surprise and amusement.

This is placed next to a series of large entrances, providing a clear view of the entire store. Perspectives have been meticulously designed, giving an overall impression of a neat, curated store with eye-catching elements while providing a clear understanding of the space organisation. The floors are well-designed, and the simple yet effective furniture allows for easy brand name changes.

The entry leads immediately to the women's section, which showcases Turkish art pieces from a selection of 10 artists supported by Boyner, labelled and sold next to international brands like Karl Lagerfeld, Desigual, Marks & Spencer, and Turkish local labels. Visual merchandising, another pillar of the concept, is striking: every piece in the women's section is well-presented, Instagram-friendly, and well-lit (although lights tend to focus on entire zones and sometimes don't highlight specific products).

The swimwear and resort wear section is also visually attractive, distinct from the ready-to-wear section, and located near the fitting rooms. The transition to accessories and shoes is almost seamless, with bags on impressive shelves equipped with screens and shoes in cleverly designed circular spaces for easy try-on, including mirrors. Interestingly, accessories are located at the back of the store, while one might expect to see shoes in that part. Zoning is not strict: some shelves mix shoes and bags, giving an overall impression of constant and playful discovery. However, while the ready-to-wear section is airy and spacious, knowing where to look in the shoes and accessories zone is challenging due to the numerous visual stimuli.

Drawing inspiration from the Cadde store, the centre of the floor has been designed to provide a breathing space between areas and a reason to sit, with a Costa Coffee (a franchise owned by Boyner Grup) implemented right in the middle of the store, flanked by a small luggage stand and some designer home equipment. Its brilliant location next to the kids' area is attractive: it gives reasons for children to ask for ice cream or for parents waiting for their spouses to sip a coffee while choosing kids' wear.

The kid's wear section itself is highly colourful and attractive. However, it's not visually separated from the rest of the store except for the floor and ceiling, suggesting that the zoning here is temporary (no specific furniture or branding is used). Another smart F&B integration is the Bubble Tea bar between the kids' section and the cosmetics one, just next to the Ala Nail Art nail bar. Everything is designed to capture customers' attention and time. This makes it even more surprising that the cosmetics area is relatively standard visually, contrasting with the rest of the store.

While the store concept is evident throughout the fashion section, it seems absent in cosmetics, where individual brands dominate with their codes. A similar approach was taken at Cadde because 100% of the cosmetics section brands operate in concession while Boyner purchases on other terms for other categories. While this economic system explains the situation, it unfortunately results in a visual discrepancy between the cosmetics section and the rest of the store.

Vertically navigating the store is not easy: only one escalator allows access to the first sub-level, which displays the men's, sportswear, and accessories categories, arriving directly in the semi-formal section with brands such as Boyner Business or Brooks Brothers (a surprising decision given the young and fresh feeling from the women's section: are customers shopping at Boyner that different in terms of expectations according to their gender?).

The feeling is distinct from upstairs on that floor (which is also connected to the mall through a large entrance directly onto the food court). While the men's concept is on display everywhere, it's a bit simpler than the women's section, potentially due to a different positioning. This difference in display wasn't as noticeable in the Cadde store, which also played more on gender fluidity, not visible at all in the Istinye Park store.

A customisation atelier is in the centre of the men's space but physically separated, giving the impression of a cabin with specialists inside who should not be disturbed. The store's playful aspect is present, but unlike in Cadde, it's somewhat less inviting and spontaneous.

Cash desks in the men's section are also very different in aesthetics from the women’s ones. They are lined with impulse-purchase or necessity products, such as underwear, socks, and belts, which somewhat downgrade the experience.

The highly dynamic sportswear section uses screens abundantly, creating a vibrant feeling. It also opens to a staircase leading down to a new store concept, the Boyner Dynamic Teen concept, located on the two floors below, currently only accessible through the escalator. However, a mall entrance will be implemented in the future. Overall, the Boyner Dynamic Teen is a compelling and exciting space that sells sport-related goods to kids and teens, including spaces where products can be tried (such as a tennis cabin). However, it was empty during the visit, given that it had just opened and the other entrance was not yet available.

Istinye Park: Boyner's retail laboratory

Boyner's latest venture in Istinye Park demonstrates a laser focus on profit maximisation. Initially tested in Cadde, the store concept has been refined and streamlined, discarding underperforming elements to create a retail powerhouse tailored to this upscale mall. The strategy is paying off handsomely; Boyner reports that early results are outpacing those of Cadde at a comparable stage, relatively speaking.

Key elements amplified in this iteration include:

1. Art as a subtle beacon: While less prominent than in Cadde stores, artistic elements still serve as attention-grabbing focal points.
2. Visual merchandising excellence: The womenswear section stands out with its impeccable presentation. Each item is meticulously displayed, optimised for social media appeal, and thoughtfully illuminated. This attention to detail extends to the sportswear and Boyner Dynamic Teen sections. The large, open layout facilitates seamless category transitions, creating an uninterrupted visual journey for shoppers.
3. Strategic customer comfort zones: Boyner Grup-owned F&B stands are cleverly integrated throughout the store. These rest areas enhance the shopping experience and retain profits within the company. This integration goes far beyond what was attempted in Cadde stores.
4. Embracing innovation: While perhaps less playful than its Cadde counterpart, Istinye Park still incorporates key innovative features. The "mobile Pass Kasa" - a mobile cash desk enabling on-the-spot payment and packaging - exemplifies this commitment to cutting-edge retail technology. Similarly, customers have access to kiosks that deliver information about stock status, content, price, and product reviews. An “Inspiration wall” even allows customers to get recommendations according to the selection they make on the video screen.

Looking ahead: Tersane flagship

Boyner's next flagship project is slated for Tersane, a sprawling 242,000 sqm mixed-use development on the Golden Horn, currently nearing completion. This new iteration will likely address some of Istinye Park's structural limitations:

• Istinye Park's layout somewhat hampers cross-floor traffic, particularly between the women's and men's sections. The relative isolation of the men's floor and Boyner Dynamic Teen areas marks this store as more of a prototype than a final concept.
• The cosmetics section, while reflective of specific brand relationships, feels disconnected from the overall store aesthetic. Observing how Boyner evolves this space in the Tersane flagship will be crucial.
• Private Label strategy: Istinye Park showcases recently developed private labels like the outdoor brand Discovery Expedition, or more established ones such as Fabrika. However, these in-house brands don't receive the same prominent positioning as other IADS members like Falabella or El Corte Inglés do. Consequently, they do not stand out and international brands are more visible. Whether Boyner will adopt a more assertive approach to private label promotion in future iterations remains to be seen.

As Boyner continues to refine its retail formula, the Tersane flagship promises to be a fascinating case study in department store evolution.

*Boyner's journey from Cadde to Istinye Park, and soon to Tersane, illustrates the dynamic evolution of retail concepts in response to market demands and location-specific opportunities. The Istinye Park store represents a refined iteration of Boyner's innovative approach, balancing profitability with customer experience. As the retail landscape shifts, Boyner's upcoming Tersane flagship presents an opportunity to address current limitations and further innovate.

Key areas to watch include:

1. How Boyner will tackle cross-floor navigation and section integration.
2. The evolution of the cosmetics section's visual alignment with the overall store concept.
3. Potential changes in private label strategy and positioning.

Moreover, Boyner's ongoing experiments with store concepts raise broader questions about the future of department stores in an increasingly digital age. How will other retailers respond to these innovations? And how might these evolving concepts shape consumer expectations and behaviours in the long term?

As Boyner continues refining its approach, its strategies may offer valuable insights for the wider retail industry, potentially influencing the direction of global department store evolution*

Credits: IADS (Selvane Mohandas du Ménil)