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Why a flagship store? The purpose of designing the flagship store is to achieve the brand identity of IPL. From the transitional research of the brand the ambience of the store should reflect the same excitement and the vibe of the game through out the year. As it is believed “For true fans season lasts for 365 days long”. By designing a space where the fans of IPL can experience the game and a place which offers the merchandise of their favorite team and players.