Stores that not only showcase the designers' collection, but are an architectural expression of that collection. Given the increasing competition of today's fashion market, the luxury fashion store has become as important an identity statement for the fashion designer as the collection itself. It is an extension of a unified worldwide fashion image, in a world where image is the lifeblood of the industry. Today's new retail environments are the most powerful display of identity that the fashion retailer has at its disposal. Through the experience it offers its customer, the fashion store breathes life into the designer's work and the lifestyle it defines.
Fashion is about change, yet staying true to the brand image.
The genius of designers like Calvin Klein, Prada, and Gucci is their ability to remain true to their vision while interpreting it in new and modern ways that define not just today's lifestyle, but tomorrow's lifestyle as well. Established fashion houses know the value of creating a seamless image as a means of distinguishing themselves in a fiercely competitive and overpopulated market. The challenge of today's retail architect is to create a 'total lifestyle' store for his or her client that is an extension of their image. A retail environment that must seamlessly integrate the aesthetic of the fashion house within the three-dimensional experience of the store, yet remain flexible enough to respond to the changing styles, trends, display and selling strategies that emerge on almost a daily basis. As with the cathedrals of old, an experienced retail architect uses concepts of spatial flow, color, materials, lighting and design to create a singular environment that speaks to one image and one ideal.