Smiljan Radic a Chilean architect designed the store in 2019.

At the front of the store was a display of hand embroider butterflies which are also represented within the store with the changing rooms also have a butterfly/moth print.

There are tubes that run through the store across the 3 levels that resemble life.

Rocks & wooden tree trunks are also seen throughout the store

The third floor is an exhibition which is currently closed but should reopen as part of the Sarah Burton new collection launch.

There is a short film constructed about the design of the store.

Customers

An employee told us they have a scale they follow for customers but have a range of customers visit their store. Most common are customers looking to purchase suits or collectables. The typical demographic is men and women ages 25-55 however he did tell us he will sometimes have men in their 60s coming in often for suits

As we visited on a Monday lunch time it was fairly quiet however as time went on in the store it started to get busier .

1. Introduction to Fashion Preferences

   - How do you typically discover new fashion trends and collaborations? Are social media influencers, celebrities, or fashion shows your main source?

Participant 1: Tiktok, Instagram (social media)

Participant 2: influencers and celebrities

Participant 3: Tv shows

Participant 4: Social media

2. Brand Perception and Expectations

   - What are your current perceptions of Alexander McQueen and Disney as individual brands? How do you think these perceptions might change or be enhanced by a collaboration between the two?

Alexander Mcqueen

Participant 1:  Dark currently but become more fun with Disney

Participant 2: Royals are often seen wearing the brand, Disney could incorapte there classic side through royalty in there films

Participant 3: Popular due to there iconic skulls

Participant 4: Popular  due to the trainers