The aim of this project is to introduce a new way to tackle two main issues. Firstly, to introduce a secondary function that will be incorporated within the new flagship store for our client- Stella McCartney. Finding a way that this function will respect what the brand represents as well as not alienating itself form it. In second place, how to focus on creating a living physicality of the brand. Not simply in terms of aesthetic, but experience. Surpassing the fundamentally important challenge to make the new proposed building an eye opener to understand who and what Stella McCartney’s brand stands for. How to attract these specific clients yet make this space a new discovery for new clients or tourists. With the hope that this secondary function will praise the Brands values.