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|Title: ||(Re)using historic buildings as a retail differentiation strategy|
|Authors: ||Plevoets, B.|
Van Cleempoel, K.
|Issue Date: ||2012|
|Publisher: ||Green Lines Institute|
|Citation: ||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.|
|Link to publication: ||http://heritage2012.greenlines-institute.org/H2012website/|
|Type: ||Proceedings Paper|
|Appears in Collections: ||Research publications|
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