On Display. Designing the shop experience.

On Display. Designing the shop experience. As an object of design and architecture, as a place of exchange and as a social beacon, the shop plays a central role in our urban landscape and in the history of our business practices. From 12 October to 5 March, the exhibition On Display. Designing the shop experience. offers a glimpse of these places of seduction, which are nestled in the heart of our heritage and culture, between "shop experience" and innovation laboratory. As a showcase and a driver of modernity, the retail space has challenged architects and designers, from the first bourgeois boutiques of the early 19th century to the development of global design, consumerism and the rise of retail design during the 20th century. The shop of the past and the present provides a space for experimentation for designers and architects: from the first formal investigations of Adolf Loos to the realisations of Marc Newson, over the search for a global entity with the AEG brand and the mythical Olivetti boutiques. The exhibition On Display explores the evolution of our aesthetics and practices of exchange, mapping the impact of design in our everyday environment through the concept of the shop. Whether furniture, archival pieces, interior decoration, shop windows or publicity support, the visit to On Display bears witness to many experiments and shop concepts as milestones in the history of design and of commercial architecture. With this new focus, provided by curator Benjamin Stoz, the Design Museum Brussels continues its exploration of the creative domains in design and their impact on our society and our daily lives.