I would like to apply different templates to my WPF menu control depending on whether the item is a \"top level\" item or not. In particular, I want a larger icon above
You should create two styles for the menu control (in a separate resource dictionary). One is with a style key (for the top-level items) and another one without a key so that one will be the default style. Therefore you need to set the style explicitly only in the top-level items.