Designing Brand-Building Stores

High-end fashion labels like Prada and LVMH look to inventive architects like Frank Gehry to set themselves apart. Critic Raul Barraneche explains

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In an age when star architects like Rem Koolhaas and Frank Gehry have the global brand recognition of high-end fashion labels like Prada or Issey Miyake, it's only natural that both sides join forces. In fact, Koolhaas has designed shopping emporiums for Prada, and Gehry collaborated on store design for Miyake. But do such fashionable stores really translate into increased and sustained brand visibility?

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