[en] Fashion and architecture are intrinsically connected, as both are visual languages based on concepts such as proportion, volumes and textures. This relationship is often studied between architecture and fashion design; however, it is also present in other areas of the industry such as the points of sale. The relevance of the fashionarchitecture relationship in stores lies in the fact that they are the basis of the shopping experience, that is, the consumer's perspective when interacting with a brand. This Bachelor's Degree Final Project proposes a business opportunity in the form of a sales space, valuing the link between architecture and the shopping experience, essential for a positive brand image and its consequent success. Farfetch is selected as the client company. Based on the principles of technology and fashion, its mission is to link boutiques and consumers around the world, providing efficient logistics and careful customer service. The economic benefit is generated through commissions on each sale and although its results are satisfactory, as a company, Farfetch is eager to improve its position among its younger audience. In pursuance of demonstrating the relevance of the point of sale as a tool to satisfy the needs of the fashion companies, the objective of this project is to increase the perception of Farfetch as a culturally relevant brand among Millennials and Generation Z. Other objectives linked to this include strengthening the brand-customer relationship and establishing the company in the luxury market, as well as adding value to products that are difficult to sell online. The method to find the business opportunity begins with an exhaustive analysis of the company, as well as the market and its peculiarities through traditional sources, such as reports and books, and other less conventional and sector-specific ones, such as articles from specialized magazines and social media posts. Thus, the concept of this proposal is formed: an inspirational boutique specialized in vintage fashion from rotating stock and whose value proposition lies in architecture, always being the consumer and their shopping experience the priority. For the development of this boutique, different perspectives of the fashion company are taken, such as marketing, design, technology, and social responsibility. In this process, the guidelines are established by the characteristics of the brand, the available technology, and current regulations. Of course, it is not possible to quantify the impact this boutique can have on Farfetch's brand image before actually building it. However, it can be established that the success of an architectural project for a fashion brand lies in its complete integration within the company and the image it projects, prioritizing the space-consumer-brand relationship.

[gl] Moda e arquitectura están intrinsecamente conectadas, xa que ambas son linguaxes visuais baseadas en conceptos como proporción, volumes e texturas. Esta relación é a miúdo estudada entre arquitectura e deseño de moda; non obstante, tamén está presente noutros ámbitos da industria como os puntos de venda. A relevancia da relación moda-arquitectura nas tendas radica en que son a base da experiencia de compra, é dicir, a perspectiva do consumidor á hora de interactuar cunha marca. Este Traballo Fin de Grao (TFG) propón unha oportunidade de negocio en forma de espazo de venda, poñendo en valor o vínculo entre a arquitectura e a experiencia de compra, imprescindible para unha imaxe de marca positiva e o consecuente éxito da mesma. Farfetch é seleccionada como empresa cliente para este proxecto. Baseándose nos principios da tecnoloxía e da moda, a misión desta empresa é vincular boutiques e consumidores de todo o mundo, proporcionando unha loxística eficiente e un coidadoso servizo ao cliente. O beneficio económico xérase mediante comisións en cada venda e aínda que os seus resultados son satisfactorios, como empresa, Farfetch está ansiosa por mellorar a súa posición entre o público máis novo. Co fin de demostrar a relevancia do punto de venda como ferramenta para satisfacer as necesidades da empresa de moda, o obxectivo deste proxecto é aumentar a percepción de Farfetch como marca culturalmente relevante entre Millennials e Xeración Z. Outros obxectivos vinculados inclúen o fortalecemento da relación marca-cliente e a implantación da empresa no mercado do luxo, ademais de engadir valor aos produtos que son difíciles de vender en liña. O método para atopar a oportunidade de negocio comeza cunha análise exhaustiva da empresa, así como do mercado e as súas peculiaridades. Lévase a cabo a través de fontes tradicionais, como informes e libros, e outras menos convencionais e sectoriais, como artigos de revistas especializadas e publicacións en redes sociais. Constitúese así o concepto desta proposta: unha boutique inspiradora especializada en moda vintage a partir de stock rotativo e cuxa proposta de valor reside na arquitectura, sendo sempre o consumidor e a súa experiencia de compra a prioridade. Para o desenvolvemento desta boutique tómanse diferentes perspectivas da empresa de moda, como o marketing, o deseño, a tecnoloxía e a responsabilidade social. Neste proceso, as pautas establécense polas características da marca, a tecnoloxía disponible, e a normativa vixente. Por suposto, non é posible cuantificar o impacto que esta boutique pode ter na imaxe de marca de Farfetch sen realmente levala a cabo. Non obstante, pódese constatar que o éxito dun proxecto arquitectónico para unha marca de moda reside na súa total integración dentro da empresa e da imaxe que proxecta, primando a relación espazo-consumidor-marca.