Amir Arsean Nassimi
This article introduces and explores the concept of “architectural advertising” as a strategic tool in luxury branding. In an era of globalized competition, architecture transcends its functional role to become a primary medium for transmitting brand values and shaping consumer experiences. This study argues that flagship stores of luxury brands operate as cultural symbols that significantly influence urban identity. Through a multi-method qualitative analysis of cases like Dior (Paris), Balenciaga (New York), and Tommy Hilfiger (London), we demonstrate how architectural design promotes specific consumer behaviors and cultural patterns. Furthermore, the article introduces the novel concept of “advertising migration,” elucidating how brand architecture attracts flows of people to urban centers, thereby altering socio-cultural dynamics. Our findings reveal a tension between the homogenizing force of global brand identities and the preservation of local cultural authenticity.