The rise of the flagship store – emphasis on external store architecture.

• “Architecture reflects the brand in the consistency of its design and visual appearance. For
retailers these distinctions are particularly important, since retail identity is communicated
in and experienced through their stores, both internally and externally” (Din 2000)
• “The communicative value of the flagship store and the re-use of distinctive buildings has
been clearly understood by the retail industry... Such unusually designed and extravagantly
designed stores served as three-dimensional advertisements to promote the fashion brand
name (Webb 2009). More generally, “the store as brand” has come to relate appearance
and identity to core brand values (Magrath 2005) and the three-dimensional, sensory
microcosm of the retail store represents the brand as a 'brandscape' (Riewoldt 2002)
• Retail locations enable the brand to be staged and encountered “in an unadulterated,
unusual and unique style” (Riewoldt 2002) that sends out powerful signals, communicates
images and promises new experiences. Brandscaping transforms the brand into a location
and the image of the brand is communicated through the architecture and design of the
building.
• Kirby and Kent 2010 Architecture as brand; store design and brand identity.