Designing a store is a complex operation that starts from a strategic vision linked to the analysis of the brand and its identity, and of a subsequent development based on the messages, positioning and interests that they want to transmit. Lending a sense of coherence to all the elements that come together to create a shopping experience is essential so that the consumer can identify with the brand, relate to it and feel comfortable. This forces the designer of commercial spaces to continually change their proposals according to consumer trends and aspirations.
Professional demand for specific training in retail design has increased significantly in recent years due to the current competitive situation, which leaves no room for improvisations and dilettantism. In this context, the designer has to elaborate and process all the inputs that come from different areas (marketing, retail, visual merchandising, etc.) and transform them into an efficient and concrete design where the identity of the brand and the consumer is reflected.