ABSTRACT
BRAND2 The rise of the Global Brand is one of the most significant cultural phenomena related to retail success. A brand is a form of super-image that transcends the limitations of the product it identifies. This is best exemplified by a brand such as Nike. The Nike swoosh is a universal trademark that does not rely on language to convey its meaning but encapsulates a whole series of meanings in relation to lifestyle, fitness, health and other similar aspirational goals for a wide section of the population. It has been argued that there is a process of deification now taking place in relation to brands with consumers acting like acolytes. Therefore, there is a need for ‘temples’ for the service of brand deities. One such, designed by BDP in 2000, is Niketown in London. This is the conversion of an existing large store premises into a ‘town’ where consumers simultaneously experience a museum (sporting artefacts from famous athletes), a miniature city (houses for each sport) and entertainment in the form of constant video displays and music. The shopping seems almost secondary yet the formula obviously works with the brand-conscious shopper as this is one of the most successful stores in London in terms of turnover.
