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architectural masterpieces. As exemplified by the Prada store in Omotesando,
Tokyo; the Louis Vuitton store on the Champs Elysées in Paris; the Cartier
store on Paris' Rue de la Paix; and the Dunhill House on London's Davies
street, the interiors of luxury stores can be described as marvelous spaces
that embody the best in architectural design. The sumptuous atmosphere
created within the unique store environments and complemented by delec-
table products often assures a rich experience for anyone who walks into the
stores. This inimitable space has the potential of immersing people in the
brand's universe and endearing clients to the brand if completed by an offer
of the best in shopping service.
Undoubtedly, luxury brands spend millions in store architecture and inte-
rior design in a bid to create exceptional experiences for shoppers and vis-
itors. Most of the efforts are concentrated in the store designs, and a high
degree of attention is given to the materials used in the production of the
decorative pieces. These often lead to the creation of aesthetically pleasing
environments, which are visually satisfying and in some cases can stimulate
sensory responses. However, luxury retail is evolving and the luxury client
is seeking more from the store environment to complete their rich experi-
ence. Store beauty, ambience and service are no longer enough for them,
as their expectations have increased over the last decade. Clients now want
retail experiences that go beyond the collective enjoyment of the store envi-
ronment. They are seeking features that speak to them individually. They
want interactivity in an intimate way. They are looking for brand exchanges,
which are directed to them and no one else. It is no longer enough for them
to have over-zealous sales representatives trailing their every move or intrud-
ing in their thought assessments. They want the kind of shopping interaction
that they can control at will. They want a combination of attention, inter-
activity, entertainment and, of course, a wide product selection to complete
their shopping experience. One of the best and most effective means of meet-
ing these expectations is through technology.
In the recent past, technological breakthroughs that support store mer-
chandizing and retail experience have made it possible for shoppers to inter-
act with products and store features in ways previously unimagined. For
example, it is now possible for people to call the attention of sales repre-
sentatives or “sales concierges” by touching a button on a touch-screen
display as is used at the Levi's store in Berlin. The store also features inter-
active terminals and a wall of screens in the form of shelves which provide
multi-functions ranging from an interactive display of the brand's history to
the portrayal of the brand's signature 501 jeans. Apple, another store that is
known to use applied technology to enhance its store experience, has also
featured sections within its store that use the support of touch-screen simula-
tions to evoke unique experiences. Notable of these are the “Genius Bar”,
“One to One Program” and the “Pro Lab” featured in its Boston store. Nike
has also integrated applications for product customization in its stores around
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