A space has so much potential to convey values, quality and aesthetics of products and of course offer multisensoric experience. I believe that the stationary brand space is where credibility and relevance is generated for customers, more than online. Authenticity can be experienced in interaction. That’s why I would like to see more brands becoming aware again that they have to operate the space with other qualities and with a different intention, not as a sales space, but as a brand, a community space.