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When targeting wealthy customers, location is all important. Yet when you have an excellent position but a building that is an awkward shape, you have to do something special to create a sense of luxury and theatre. That was the case with Brandroom Istanbul, part of the designer department chain run by Demsa in Turkey.
We had to draw people through the store and create a sense of drama; without the having benefit of height and scale. We had to make it distinct from Harvey Nichols, a store vying for the same wealthy customers. Finally, it had to feel international but Turkish – a showcase for contemporary Turkey, confident of its place in the world.
The result is an experience that feels rich and desirable, a space that draws you in and keeps you interested, and a store that has overcome the limitations of its shape. It is a store that has set a new standard for Brandroom – and something that will shape the future feel of the entire portfolio.
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