The design process for a retail brand is based on two elements:

The emotional aspect that includes analyzing the brands’ values and designing an aesthetic experience that maintains the brand uniqueness in a competitive environment

The second is the rational aspect that examines the physical space, analyzes its retail qualities and uses them to maximize the space and best serve the brand, maintain a good customer flow, extenuate its presence, and deliver a practical plan that will produce an enhanced retail experience and better store profitability.