SHOPS

A single brand store, all the way to the so-called flagship store, is nothing more than the physical reality of an image, that has sprung up around the product being sold and, even more so, the brand being advertised. The visual identity of a brand is at its most efficient, aside from advertising, when it is transformed into a lively environment that convinces the customer of its superior qualities and, by implication, the realization of the desire it symbolizes. The designer and planners the brand’s company turns to for creating the store, work as hard for their customer as they do for the public. The store itself is where the relationship between these two becomes a reality by establishing an initial visual impact created by the store’s ambience, obviously imbued with a feeling of exclusivity - think of how different a Muji Store is when compared to a Versace Boutique - which then promises to be transferred onto the image of the buyer.

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