The branded experience: Decoding the spatial configuration of flagship stores

Abstract

This paper is an effort to understand the role of branded architecture as a potential manifesto of organisational identity in the globalisation of economy. The aim is to bring to the fore the ways architectural space can define the composition of branded narrations and influence customer behaviour within branded spaces. The significance of architecture in creating branded experiences will be approached through the study of two flagship stores with both located in central London: the Niketown in Oxford Circus and the Apple Store in Regent Street.