For me, retail encapsulates many different things. You have the ungraspable element of a brand – creating a brand identity –, which involves developing a meaning and a purpose. But you are also working with physical products, which requires you to go out in the world, explore what is interesting and, based on that, pick what you want to expose. Furthermore, how to use those products to engage both people you are familiar and unfamiliar with. Then, of course, there is the aspect of a physical space, in which you are presenting your products.
In Berlin, this presentation was really spare, meant to look like we were on a flea market. Whereas in Portland, it was much more of a holistic retail experience – with an atmosphere created by design, music and scent. I would say that the mix of the brand, the product and the experience is why I am so appealed to retail and why I still think it is one of the most interesting ways to express something.