Retail Spaces - Retail Design in the digital era

This thesis explore the implications the digitalization of retail impose on the retail design profession as a service provider to retailers. Thus the thesis engages in the ongoing discussion of the retail design discipline by pursuing a consequent omnichannel perspective.
The thesis takes a pragmatic position in agreement with the authors' background in retail design practice and education. It assumes an "actors view" to create the research design methodologically traversing paradigms, an approach adapted from business knowledge production.