In a digitally driven world, consumers are craving more from in-store; retailers cannot simply operate as sales outlets, but instead must redefine the retail experience to become a ‘physical manifestation’ of their brand, creating temporary ‘moments’ that promote the exclusivity of a luxury label. Introducing Curator; a contemporary, innovative, luxury retail concept that aims to re-establish the essence of design and creativity within the luxury market. With a triannually-changing visual merchandising ‘curator’, exclusive designer collaborations, alongside the utilisation of digital through omni-channel, Curator is a concept that encapsulates the desires of a new luxury consumer, creating exclusive ephemeral moments that display the potential for this concept to stay contemporary in a constantly-changing luxury market.