One credible hypothesis for explaining this change is the fear in a negative customer reaction in relation to the hegemony and power expressed in the store by the hyper-merchandising technique.Another example can be found in the big names that followed the minimalist trend of the ‘nineties, CALVIN KLEIN, JILL SANDER, HELMUT LANG or FERRAGAMO, and who, today must ask questions about the type of non-bond they finally created with their customers with a “non-merchandising” policy pushed to the extreme, independently of the enormous talents of the architectsthey employ. Starting from the idea that what is rare is expensive, minimalism proves that it is always easier to create distance without sharing or exchange than closeness without familiarity or poor taste. And finally, we offer eight working keys that make it possible to consider eight fundamental subjects on which positions should be taken for the evolution of the stores:- announce the color- highlight - use graphics - offset to exist - really dream - to see the big picture - give the home sign or brand a specific role - give the product a specific roleMore than ever, light and color are the key elements increating store settings. They powerfully share in fulfilling today’s consumers’ desire to be “re-enchanted.”Martine Marescaux, President and General Manager ofVolcan Home design, Paris, a brand-and product development and consulting agency specializing in fashion, the home and beauty. Christophe Anjolras, General Manager, Les Marchands, Paris, merchandising consultants.

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4 Carrefour, Montesson. Example of Hyper Merchandising. 5 Helmut Lang, New York. Example of No Merchandising. 6 Micael Gabellini, Jill Sander, Parigi. Example of No Merchandising. 7 Negozio Lush, Londra. Example of Neo Merchandising.

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