Why do more and more architects take on the design of shops, write shopping manuals and create identity trademarks? OMA or Herzog & Meuron for Prada, Gehry for Miyake, Future Systems for Marni, Ando for Armani, and now Sadar Vuga for Mura; is it a question of excess, fashion, co-branding trademarks or serious architectural research? Is it a question of architectural production being subjected to economic parameters that insistt on cheaper and faster building construction and rejecting the slightest step away from verified solutions? Does the shop interior in these circumstances enable more experiment?