Urban Outfitters is a very disciplined brand, that's stuck to what it does well and weathered the storm that's knocked many a retailer, backwards.
They know who they are, who their audience is and make sure they are always in touch.
The image above shows the site of a new store being developed by UO, interestingly it's not across the road from a college campus, but in one of the most prestigious shopping streets in the world, New York's 5th Avenue.
This is further confirmation that the brand has truly arrived as a retail powerhouse.
What they plan for the store remains to be seen, but you can imagine a flagship concept being very different from regular stores, with a lot more opportunity for creative interaction.
