In the Press | Building Facade as a Branding Vehicle
5th June 2020
Even though we shouldn’t, most of us will judge a book by its cover.
It strives to pique our interest and make us look inside to discover the story it has to tell. The same could also be said about the facades of buildings. Nowhere is this truer than for the flagship stores that line Fifth Avenue in New York City, one of the most expensive and popular shopping streets in the world. Any brand having a storefront on this artery will have the likes of Louis Vuitton, Armani, Prada, Gucci and Cartier as neighbors. Special attention is therefore paid to the design of the flagship store facade since it has such a large impact on the perception and credibility of the brand. Contrary to most other stores in the chain, the role of the flagship often has more to do with drawing customers and showcasing the brand than making sales.