This research explores the architectural and design elements of Flagship and Boutique stores in the luxury fashion market, examining their roles across Western and Eastern cultural contexts. The primary goal is to understand how these stores reflect and enhance brand values, identity and consumer experiences in different cultural landscapes. Methodologically, the study employs a comparative analysis of architectural designs, incorporating case studies from distinct cultural environments, supplemented by literature reviews and theoretical frameworks. Results indicate significant differences in the design strategies between Western and Eastern contexts. Western Flagship stores often emphasize opulence and historical elements, integrating modern aesthetics to convey luxury and heritage. In contrast, Eastern stores focus on minimalism and harmony with nature, reflecting local aesthetic principles. Both designs aim to create immersive, engaging environments that enhance consumer experiences and brand loyalty. The study also reveals that technological integration, such as augmented reality (AR) and virtual reality (VR), is increasingly playing a crucial role in modern store designs, offering personalized and interactive customer experiences. Additionally, sustainability is highlighted as a growing priority, with brands incorporating eco-friendly materials and energyefficient systems to align with contemporary consumer values. With this masters’ thesis it is underscored the strategic importance of physical retail spaces in luxury brand management, providing substantial insights into how architectural design can be leveraged to foster brand identity and consumer engagement in a growing competitive market.