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Branding retail architecture

September 26, 2004

If everything a brand does communicates, what about the external architecture of the store? Very few retailers have done anything interesting in this area, with some exceptions, one of them being the luxury fashion brand, Prada.
Article

In the mainstream, most retailers are big bland boxes that blend into the landscape and don’t attempt any form of brand connection, other than a massive logo.

MPreis is an Austrian supermarket that believes architecture is one of the most important statements a brand can make. The company commissions cutting edge and up-and-coming architects to design their stores. The result is a series of beautiful buildings that compliment Austria’s mountainous landscape.
Guardian Article
Mpreis Site

With brands trying so hard to differentiate from competitors, external architecture is one area that seems under-utilized and perhaps open for some interesting experimentation.

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