revolutionizing the whole purchasing experience of luxury goods. The architecture of the stores had become part of the brand’s identity. A perfect illustration of this was the architecture of the Louis Vuitton building in Omotesando, Tokyo, built by Jun Aoki, which looked as if several trunks were piled up. Louis Vuitton had shifted towards a new approach in which the experience in a store would accord with the emotion brought out by the products.