Facade Design Strategies Of The Brand Flagship Stores In Historical Contexts

This is the age of diverse shopping. Department Building is not the only way people gettheir fashion item. Now we have those freestanding flagship stores, which intergrated withsurroundings, consist minimum environment units fitting into urban daily life, and makeprofound impact to characteristics of the city and the street. The street facades they formed,taking the role of significant commercial knot, inherit and change urban historical environment.My study is on the facade of flagship stores in urban historical environment. Basing mythesis on existing architecture documents and previous urban design studies, I try to find theclues of the relationship among the facade of flagship store, the historical environment of thestreet, and the urban historical environment. My study methods includes reading relevant papers,traveling to specific place, and single variable comparitive analysis. The main content of thisthesis are: the sorting and summarizing the meanings and characteristics of flagship store facadein historical contexts, the comparative analysis to figure out the making of different atmospherewith different contexts and different brands. Therefore, I smmarize some stratagies in designingfacades of flagship stores, which may be appropriate for the specific landscape and historicalcontexts they stand. With these efforts, I hope to make some contributions on architecturaldesign and urban design in the near future.The first part of my thesis is the definitions of related elements. Then, I madedetermination of the scope of my study, draw an outline of the theorotical framework of mythesis, and a literature review of previous studies around the world.Second part I reason the meanings of flagship store facades in historical environment.Third part, I summarize the facade characteristics of flagship stores into five elements:Independent, Ephemerial, Branding, Light-weighted, and Patterned.Fourth part, the most important part in my thesis, makes single variable comparitiveanalysis between brand and historical environment, sorting out some stratagic rules inresponding to brand identity and historical environment.One analysis is on different Louis Vuitton flagship stores in Omotesando Tokyo, the Fifth Avenue in New York City, and Piazza San Lorenzo in Lucina in Roma. With these analysis, Isummarize the specific facade design stratagies using in Louis Vuitton flagship stores.Another analysis is on PRADA, Dior, TOD’S, BOSS flagship stores in Omotesando Tokyo,summerizing the diverse facade design stratagies of different brand responding to one specifichistorical environment.The fifth part is the reasoning of facade design stratagies in designing flagship stores in ascope of four diverse level: urban, street, architectural, and architectonic.The sixth part is the final summay of my thesis as a whole.