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The general goal of this design thesis was to develop algorithmic and parametric digital modeling tools, which were based on research on actual "retail shop architecture", consumer behavior and lighting studies, in order to support/enhance the development of a corporate identity design in terms of program interconnection as well as general design language. Frankly, those digital tools help the designer/architect during the design process. The tools were tested and used during the design process for the studioPaulbaut bags flagship store in Vienna, Austria.
The consumer has the possibility to physically and visually experience not only the retail area but also the program "behind the scenes", like workshop, administration, VIP area, showroom, employees' area, etc.
Due to specified algorithms and alterable parameters (which obviously influence the generation of the structure of the program and accordingly design of the building, site, lighting, etc), unexpected but recognizable room as well as building forms are generated.