Aarunima Singh

IR3596

The constructs of luxury in the 21st century has expanded beyond exclusivity and status to encompass authenticity, cultural relevance, and immersive experience. As the contemporary luxury consumers seek emotional engagement and personal meaning, luxury retail spaces are no longer mere points of transaction but carefully crafted experiential environments. This research investigates the evolving design approaches in luxury retail, focusing on how brands adapt to this shift. Using Pine and Gilmore’s "Experience Economy" as a conceptual lens, it analyzes how "artification" of physical retail environments of luxury brands translates evolving consumer values into spatial and sensory experiences.