Commercial space design: a matter of branding, not architecture.

Walking down a shopping street and admiring the store offerings is, consciously or unconsciously, part of the ritual of strolling and "shopping." Many brands have chosen to follow architectural trends rather than building spaces based on their identity, which has led to many establishments being practically interchangeable. However, retail spaces should be more than just functional window displays: they must be a tangible extension of the brand's DNA.

Designing from an architectural perspective can create beautiful, modern spaces, but without a defined soul. Designing from a branding perspective, on the other hand, allows for the creation of memorable environments that connect with consumers on an emotional level and reinforce the brand's positioning. In this article, we explore why brand identity should be the starting point when creating commercial spaces and how some national brands have perfectly understood this.

When designing with branding in mind, every element of the space contributes to building a solid brand universe.

Retail design is a complex discipline that goes beyond the mere arrangement of architectural elements. It must be a tangible manifestation of a brand's identity, a strategic tool that must align with its values, ambitions, and goals. Therefore, designing a retail space is not just a matter of aesthetics or functionality. It's not just about choosing trendy materials, following architectural trends, or designing a space that looks good in photographs. A retail space must be, above all, a fundamental point of contact between a brand and its customers, a unique opportunity to communicate its identity, values, purpose, and, of course, boost the sale of its products or services.

A brand is the essence of any business. It defines its identity, its personality, and the way it wants to be perceived. If the design of a commercial space is based solely on architectural criteria, there is a risk of creating a visually appealing environment, but one that lacks soul, a story, and an ability to connect emotionally with customers.

On the contrary, when designing with branding in mind, every element of the space contributes to building a strong brand universe. From colors and materials to lighting and spatial layout, everything is part of a coherent story. A well-designed retail space should not only facilitate shopping, but also make it a memorable moment. The customer experience begins from the moment they walk through the door and extends to every interaction with the brand within the space.

A good example of branding-based design can be found in Camper, the Spanish footwear brand. Its stores are not mere shoe stores, but physical manifestations of its identity. Each space has a unique personality, designed by different architects, but always aligned with its disruptive and innovative nature. In its Barcelona store, for example, they worked with designer Jorge Penadés to create a space made from recycled material scraps, thus reinforcing its commitment to sustainability and experimentation.

Camper Shangai, Schemata Architects

Another interesting case is Tous, the Catalan jewelry brand, which has evolved its store concept to reflect its positioning as a contemporary and accessible brand. With a strategy that integrates warmer, more experiential spaces, its new stores aim to ensure that customers not only shop, but also feel part of the Tous universe.

Joyería Tous, by Culdesac

Designing from the brand perspective means understanding that the customer experience is at the heart of the entire process. A retail space must tell a story, convey a feeling, and reinforce the company's values. A well-designed retail space should not only facilitate the purchase, but also make it a memorable moment. Previously, we could say that the customer experience began from the moment they walked through the door; today, that experience is much more holistic and extends to every interaction with the brand both inside and outside the space. This point is essential to keep in mind whenever we approach a new retail space for a brand.

A well-designed retail space should not only facilitate shopping, but also make it a memorable moment.

Another interesting example of a brand-connected retail space is the oft-mentioned Apple, which has taken this idea to the extreme. Its stores are not designed as simple points of sale, but as temples of innovation and design. The open layout, the absence of traditional counters, and the presence of experts instead of salespeople generate a sense of exclusivity and closeness to the brand. Here, design is not an aesthetic whim; it's a statement of intent.

Apple Store, La Maquinista

Another interesting aspect to consider when designing a commercial space is storytelling. Brands evolve, and their commercial spaces must do so as well. A rigid, purely architectural design can quickly become obsolete. In contrast, a branding-based design allows for greater flexibility and adaptability to new formats, technologies, and consumer behaviors.

A retail space must tell a story. Every design decision must have a purpose and contribute to building a narrative consistent with the brand's identity. In this regard, brands like Aesop have demonstrated how design can be a vehicle for storytelling. Every Aesop store is unique, but they all share a visual language aligned with the brand's philosophy: sophistication, naturalness, and extreme attention to detail. It's not about following a predefined formula, but rather about designing spaces that tell the brand's story in a way that is authentic and relevant to each context.

Tienda Brava Fabrics, by La boqueria.

Brand design not only ensures visual consistency but also creates a sensory experience aligned with its values. The choice of materials, lighting, sound, and even scent reinforces identity and the connection with the customer. Brands like Zara and Abercrombie & Fitch have developed olfactory identities that strengthen the shopping experience and generate unconscious associations with the brand.

Concept store para Mango by identty

When a commercial space follows only architectural trends, it can be attractive but easily replaceable. What's modern today may be obsolete tomorrow. In contrast, a brand-based design is timeless, as it reflects a clear identity and a well-defined strategy.

Retail design isn't just about aesthetics; it's a branding tool that transforms a store into a space that goes beyond just selling, reinforcing its identity and creating experiences that build customer loyalty. Because a retail space isn't just a point of sale; it's the stage where a brand comes to life and becomes part of an environment.