The in-store experience is not just a visual journey but an interactive one. Digital touch points enable much more interaction between the brand and its customers than online shopping allows. To that end, the table with the digital tablets is made focus at the center of the store. The striking gold lighting fixture over it also helps emphasize this. The placement also creates a natural flow for the customer to walk along the walls where the merchandise and branding is prominent. Rest of the store; the walls, counters, cabinet fronts, ceiling, all become a neutral backdrop.