Brands in Space has just designed a bold new concept for Border’s Books. This prototype store in Carlton, VIC, explores the concept of creating a series of shopping experiences instead of just a bookstore with departments. The planning principle is that of interconnected rooms around a central area. The rooms have themes like Home and Garden or Mind, body and Spirit, and as well as books contain music, DVDs, magazines, and related merchandise. Each room has a very distinct theme expressed by visual merchandising and graphics. Shopping the store is a very different experience, as it is designed to increase customer engagement and dwell time. The impression is of great range whereas in fact the stock holding has been reduced. Customers are enjoying the wandering experience and the store has got off to a strong start in trading.