Rafael de Cardenas says the concept of design and social interaction as a retail trend has caught on as brands try to establish “cultural relevance.” He says that retail spaces that include collaborative design and instill an attitude without “force-feeding cool,” prove the most successful. Here in Paris (not designed by de Cardenas), the ever-changing space looks much less like retail and more like a downtown experience. Photo 3 of 9 in Designing Retail: Nike Stadium by Tim Newcomb

Designing Retail: Nike Stadium

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Rafael de Cardenas says the concept of design and social interaction as a retail trend has caught on as brands try to establish “cultural relevance.” He says that retail spaces that include collaborative design and instill an attitude without “force-feeding cool,” prove the most successful. Here in Paris (not designed by de Cardenas), the ever-changing space looks much less like retail and more like a downtown experience.