The article explores the unique design and atmosphere of luxury retail stores like Hermès and Balenciaga. The Hermès boutique in Madrid, located in a historic building, exemplifies how the store blocks windows to maintain an aura of exclusivity. This design choice, along with the presence of security and unfriendly staff, contributes to an uninviting atmosphere, making these high-end shops feel more like prisons than retail spaces. Consequently, foot traffic is often sparse in these boutiques, as their environments do not encourage customers to engage comfortably.
Hermès boutiques, tucked away inside old, beautiful hotels or grand historic buildings, look more like prisons than shops, evoking a sense of exclusivity and confinement.
In Madrid, for example, the store is inside a former hotel. But you won't see anything in the windows, as the cupboards with clothes are turned away.
The design decisions made by luxury brands, including strategically blocked windows, aim to create an air of mystery and exclusivity, further distancing themselves from the public.
Relaxed haute couture boutiques, like Balenciaga, have security guards and stern shop assistants, contributing to the atmosphere that often leaves stores feeling empty.
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