As corporations’ interests in and investments for intensifying consumer experience with their brand growth, it has been recently increased for companies to utilize flagship stores as a strategic attempt to provide their customers with emotional experience of the brand. Considering this situation, this study examined how in-store communications using flagship stores would influence the store vistors’ perception of premium value of the brand and willingness to pay more for premium of the brand’s products, based on the signaling theory. Data were collected by the intercept survey, which was conducted with visitors of six flagship stores over five product categories. Results confirmed that all of the three components of in-store communications through flagship stores – brand factor, space design factor, experience factor – significantly influenced consumer perception of the brand’s premium value through direct path and willingness to pay premium price for the brand through indirect path. The results from this study imply that strategic in-store communications using flagship stores is likely to become highly important for enterprises to enhance premium value of their brand.