Metodo

International Studies in Phenomenology and Philosophy

Series | Book | Chapter

201172

The branded experience

decoding the spatial configuration of flagship stores

Garyfalia PalaiologouAlan Penn

pp. 135-156

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.

Publication details

Published in:

Sonnenburg Stephan, Baker Laura (2013) Branded spaces: experience enactments and entanglements. Dordrecht, Springer.

Pages: 135-156

DOI: 10.1007/978-3-658-01561-9_9

Full citation:

Palaiologou Garyfalia, Penn Alan (2013) „The branded experience: decoding the spatial configuration of flagship stores“, In: S. Sonnenburg & L. Baker (eds.), Branded spaces, Dordrecht, Springer, 135–156.