Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

Brandscapes

Hreggvidsdóttir, Alma Rún LU (2025) AAHM10 20251
Department of Architecture and Built Environment
Abstract
‘’Brandscapes: Rethinking fashion retail spaces in a digital age’’ explores the
evolving role of branded environments in response to ongoing digital and
economic shifts. As online platforms and e-commerce reshape
consumer behavior, physical retail spaces face challenges justifying their
presence and redefining their relevance. Rather than viewing these
environments as solely transactional, this thesis positions them as
opportunities for cultural and emotional engagement, spaces where
architecture can help brands build identity, foster community, and create
experiential value beyond the act of purchase.
I draw on theoretical frameworks such as Anna Klingmann’s Brandscapes
and Vernet & de Wit’s Boutiques and Other Retail Spaces:... (More)
‘’Brandscapes: Rethinking fashion retail spaces in a digital age’’ explores the
evolving role of branded environments in response to ongoing digital and
economic shifts. As online platforms and e-commerce reshape
consumer behavior, physical retail spaces face challenges justifying their
presence and redefining their relevance. Rather than viewing these
environments as solely transactional, this thesis positions them as
opportunities for cultural and emotional engagement, spaces where
architecture can help brands build identity, foster community, and create
experiential value beyond the act of purchase.
I draw on theoretical frameworks such as Anna Klingmann’s Brandscapes
and Vernet & de Wit’s Boutiques and Other Retail Spaces: The Architecture
of Seduction. It is also informed by the “spatial turn” in the social sciences,
which repositions space as an active, socially constructed medium. These
perspectives support the argument that architecture is increasingly
intertwined with branding and cultural production - and that branded spaces
can reflect, rather than simply sell, societal values.
The study is carried out through the conceptual design of a branded
environment for the fashion label Stine Goya in Miami. This proposal takes
the form of a “brand hub” that integrates retail with cultural programming,
leisure, and creative expression. Methodologically, the project uses spatial
programming, narrative-driven branding, and experiential design strategies
to explore how architecture can support both brand storytelling and
authentic community engagement.
The investigation led to the questions: ‘‘Can branded spaces reclaim
relevance and offer added value in an increasingly digital world?’’ and
‘‘Can branded environments blend commercial objectives with authentic
community engagement?’’ The goal is to challenge the conventional
boundaries of retail architecture and demonstrate how such spaces can
become meaningful intersections between brands, people, and place. (Less)
Please use this url to cite or link to this publication:
author
Hreggvidsdóttir, Alma Rún LU
supervisor
organization
alternative title
Rethinking fasion retail spaces in a digital age - ''House of Goya''
course
AAHM10 20251
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Architecture, branding
language
English
id
9216624
date added to LUP
2026-01-19 11:23:14
date last changed
2026-01-19 11:23:14
@misc{9216624,
  abstract     = {{‘’Brandscapes: Rethinking fashion retail spaces in a digital age’’ explores the
evolving role of branded environments in response to ongoing digital and
economic shifts. As online platforms and e-commerce reshape
consumer behavior, physical retail spaces face challenges justifying their
presence and redefining their relevance. Rather than viewing these
environments as solely transactional, this thesis positions them as
opportunities for cultural and emotional engagement, spaces where
architecture can help brands build identity, foster community, and create
experiential value beyond the act of purchase.
I draw on theoretical frameworks such as Anna Klingmann’s Brandscapes
and Vernet & de Wit’s Boutiques and Other Retail Spaces: The Architecture
of Seduction. It is also informed by the “spatial turn” in the social sciences,
which repositions space as an active, socially constructed medium. These
perspectives support the argument that architecture is increasingly
intertwined with branding and cultural production - and that branded spaces
can reflect, rather than simply sell, societal values.
The study is carried out through the conceptual design of a branded
environment for the fashion label Stine Goya in Miami. This proposal takes
the form of a “brand hub” that integrates retail with cultural programming,
leisure, and creative expression. Methodologically, the project uses spatial
programming, narrative-driven branding, and experiential design strategies
to explore how architecture can support both brand storytelling and
authentic community engagement.
The investigation led to the questions: ‘‘Can branded spaces reclaim
relevance and offer added value in an increasingly digital world?’’ and
‘‘Can branded environments blend commercial objectives with authentic
community engagement?’’ The goal is to challenge the conventional
boundaries of retail architecture and demonstrate how such spaces can
become meaningful intersections between brands, people, and place.}},
  author       = {{Hreggvidsdóttir, Alma Rún}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Brandscapes}},
  year         = {{2025}},
}