From Gallery to Storefront: The Interdisciplinary Dialogue Between Exhibition Design and Visual Merchandising

Document Type : Original Article

Authors

1 Decoration department, Faculty of applied arts, Helwan university, Cairo, Egypt

2 Assistant Professor, Department of Decoration, Faculty of Applied Arts, Helwan University, Director of Graphic and Media Program, Galala University,

Abstract

Abstract:
In recent years, retail environments have evolved beyond their commercial function, emerging as hybrid spaces where commerce intersects with art, architecture, and sensory design. This paper examines the integration of exhibition design principles into visual merchandising through a comparative analysis of two flagship retail brands—Gentle Monster and Aēsop. Drawing on concepts from the experience economy and servicescape theory, the study explores how each brand employs spatial storytelling, sensory engagement, and aesthetic strategies to construct distinctive consumer experiences. Gentle Monster’s theatrical, installation-like environments contrast with Aēsop’s minimal, site-specific architectural approach, yet both position the retail space as an experiential and cultural destination. The analysis highlights how these differing strategies not only influence consumer perception but also reflect broader shifts in retail design toward interdisciplinary, art-inspired practice. By situating these cases within the discourse on contemporary art’s influence on spatial design, the paper contributes to an understanding of retail as a medium for cultural expression as well as commercial exchange.

Keywords

International Design Journal
Volume 15, Issue 6 - Serial Number 68
November and December 2025
Pages 315-326

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