The avantgardistic branch of the retail industry came up with the idea of creating fascinating and enhanced spaces including virtual and animated images in the mid-90ies.

Leading architect studios such as Droog/NL, Marc Newson, Herzog & de Meuron, Renzo Piano and Rem Koolhaas planned stores of Prada, Mandarina Duck, Hermés, Comme des Garcons and other top-brands; the architect Richard Glucksman cooperated with artists like Jenny Holzer and created a breath-taking perfumery for Helmut Lang in New York, which incorporated Holzers installations on LCD-Displays. A store concept, which merges dramatic architecture and design.