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http://hdl.handle.net/1942/13752
Title: | (Re)using historic buildings as a retail differentiation strategy | Authors: | PLEVOETS, Bie PETERMANS, Ann VAN CLEEMPOEL, Koenraad |
Issue Date: | 2012 | Publisher: | Green Lines Institute | Source: | Amoêda, R.; Lira, S.; Pinheiro, C. (Ed.). Heritage 2012 – Heritage and Sustainable Development | Abstract: | As a method for differentiation, some retailers look for historic buildings to locate their store. This research tries to formulate an answer to the question how to strike a balance between respectful restoration and commercial exploitation of a heritage building. The first section of our paper describes the tension between retail and heritage in historic city centres by using a SWOT-analysis, and argues how the role of retail branding can bridge these positions in creating a retail design that respects the historic and architectural qualities of the host space. The second section analyses two Belgian case studies of retailers who intentionally looked for a historic setting for their stores through interviews with architects and retailers who were involved in the project. The conclusion states that retail branding may contribute towards a balance between interests of retailers and conservators. | Document URI: | http://hdl.handle.net/1942/13752 | Link to publication/dataset: | http://heritage2012.greenlines-institute.org/H2012website/ | ISBN: | 978-989-95671-8-4 | Category: | C1 | Type: | Proceedings Paper |
Appears in Collections: | Research publications |
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