The phenomenon of retail shopping is an encounter in which every individual will experience; we do it almost everyday of our lives. Purchasing clothing is a unique encounter in itself where style becomes the decision about how we live. Can interior architecture encourage sales within a store? How much does interior architecture influence a shopping experience?

It is said that retail stores should “draw the shopper out of the mundane world into a veritable stage set where the props and scenery have been designed to evoke a subworld of dreams and role playing…” . This quote led to the investigation of the performative experience of shopping. As we shop, do we perform as if we were on stage?