Shop-in-Shops: How to stand out in shared spaces

You walk into a department store. The ground floor is filled with perfume, the first floor with endless rows of clothes. Millions of products. Crowds of people fighting for your attention. Then your eye catches something different — a brand space that feels intentional, recognisable, and unique.

That moment is exactly what shop-in-shop concepts are made for. In this article, we look at why they work and what it takes to create concepts that stand out in today’s retail world.

Why Shop-in-Shops Remain Relevant

Department stores and multi-brand retailers play a central role in today’s shopping. They offer access to diverse audiences and the chance to position your brand alongside strong names. For many brands, shop-in-shops are the optimal way to increase visibility across multiple locations from department stores to chain retailers and airports. Done well, they deliver a number of advantages:

• Promote products in a memorable way
• Highlight new launches or campaigns
• Distinguish your brand from its surroundings
• Adapt to seasons, holidays, and key moments

But with opportunity comes challenge. When every brand is fighting for visibility, standing out becomes a matter of strategy, not luck. It is crucial to see a shop-in-shop as more than a display. It is a mini store within the store — a dedicated space where your brand identity comes to life. It allows you to cut through the noise and create your own universe through distinctive design, a clear identity, and a consistent brand presence that captures attention and builds trust.

What makes a shop-in-shop succeed?

Branding in every detail

Even in a compact space, design can create unlimited impact. Lighting sets the mood, tactile materials add depth, and graphics tell the brand story. Every detail works together to shape a seamless journey and leave a lasting impression.

Instantly identifiable

A shop-in-shop must be instantly recognisable. It’s not only about aesthetics, but about embedding brand DNA in the customer’s mind. With shoppers decoding their surroundings in seconds, clear cues - colours, forms, finishes - make your brand impossible to miss and easy to recall.

Consistent yet adaptable

Retail spaces differ dramatically: one location may offer 15 m², another 100 m². A one-size-fits-all approach will not work. Modular, scalable systems ensure consistency across contexts while leaving space for local adaptation. Flexibility enables global rollouts without diluting brand presence.

Designing shop-in-shops with intent

Shop-in-shop projects often begin with a full retail concept. From there, elements are carefully selected and adapted for maximum impact in smaller formats. Designers ensure the brand’s DNA remains intact, while architects and technical specialists optimise fixtures for transport, installation, and scalability.

The practical side is as important as the creative. Fixtures must be easy to ship, simple to install, and flexible across markets. By aligning creative vision with technical execution, each solution becomes both striking and practical — ensuring the brand always looks sharp, no matter where it appears.

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Ready to make your brand stand out?

Whether you’re rolling out an existing concept or starting fresh, STUDIO 9 develops solutions around your brand DNA and customer needs. From creative design and prototyping to production and logistics, we cover the entire process — ensuring your brand stands out in every setting.