Branded Spaces pp 135-156 | Cite as

The Branded Experience: Decoding the Spatial Configuration of Flagship Stores

Chapter
Part of the Management – Culture – Interpretation book series (MCI)

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.

Keywords

Permeability Retina Marketing Turkey Alan 

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Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  1. 1.University College LondonLondonUK
  2. 2.LondonUK

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