The architecture has the distinguished task of making the brand physically tangible. It's able to produce images that leave lasting impressions, create a feeling of true luxury and style. Architecture can in the best sense assist the product, putting it centre stage while fully stage managed. It can seduce to consume. The big brands are getting bigger and their flagship stores will be more exclusive than ever. I still think though in the future there will be a new kind of "flagship store shop in shop". And it will be a challenge to bring together several of these changeable smaller labels all under one roof.