New Design Ideas

This study focuses on the heritage zone along Braga Street, Bandung, where many heritage shop buildings from the 1930s employ modern marketing techniques. However, these historical shops possess significant values tied to the characteristics and identity of the original visual merchandising and branding from that era. This often results in inappropriate storefront designs, lighting and promotional elements that compromise their architectural character and identity. Thus, the objectives of this study are to: (1) trace the history of visual merchandising and branding in Dutch East Indies-era shops, (2) analyze current branding practices in still-operating heritage buildings and (3) propose design strategies that respect historical values. This study employs a qualitative method and a Heritage Impact Assessment (HIA) approach. The results of this research provide guidelines for business owners, designers and other stakeholders to develop heritage-sensitive marketing strategies. Furthermore, the authors recommend continuing investigations into authentic retail experiences as a marketing tool.