Soul Cave - Patagonia

• Prize
  Winner in Exhibition Space Design
• Designer
  Tony Wu
• School
  Savannah College of Art and Design
• Location
  Savannah
• Project Date
  2021

Grab an item you want and pay for it. That's how retail stores work nowadays. Just like a machine, without emotion, without human warmth. Customers today do not want to communicate with a brand. They could care less about the brand's story, culture, and point of view. If retailers continue to depend on the brand, and its logo, that brand will lose its meaning, the words hollow, empty of content. Eventually, the customer will lose the incentive to purchase items of this brand, and their passion will inevitably fizzle out.? ?How can a retailer communicate the brand's story or cultural point of view in a way that retains the spirit behind the item?