BRANDROOM

When targeting wealthy customers, location is 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 Group in Turkey.

We knew that we could do something quite spectacular with it – and create much greater value from the space. We had to draw people through the store and create a sense of drama.