Architect and brand collaboration: Stuart Weitzman stores designed by Zaha Hadid

In the past and present, luxury fashion brands cooperate with well-known architects as successful as they are in their fields and offer the designs of these stores that they are planning to be built. Such collaborations contribute to the value of the brand as well as a store belonging to the brand in terms of spatial quality; can also become the reason for the brand's products to be preferred by the potential customers of the brand. There are some features that luxury fashion brands seek for, in the architect they will work together for the design of their stores. In addition to the recognition of the architect, it is expected by the employer that the design language establishes a relationship with the brand which will provide a meaningful language integrity between the products belonging to the brand and the place where these products are exhibited. The main criteria for the architect to be a "brand" is the design quality of the spaces that they designed and the quantity of the designs that they achieved can also be an indication of their preference. A similar assessment is also valid for the architect. Zaha Hadid had designed a unique style of structures in terms of their position, function and characteristics (material, form, color, etc.) and at the same time is an indicator of their selectivity and doing business with a well-known luxury fashion brand will be a good reference for her as well that is an inevitable fact in today's consumption world. In this study, the contribution of such cooperation between architect and brand, to the design quality of the space is examined from the completed examples. The method of the study is to examine the transition to product exhibitions as a result of the changing consumption culture and the reflection of this change on consumption spaces. Then, to clarify the quality of spaces created by the touch of an architect in order to contribute to the brand power with the design of these exhibition spaces. Thus, by the works that the architect has done in the past using their distinctive design language, their style become recognized and this identity provides them to become a brand. By accommodation with the main suggestion that the spaces which can be qualified each as an artwork emerging from Zaha Hadid and Stuart Weitzman collaboration, also achieving its purpose of the brand's stores to be recognized visually as well and provides "experiential shopping" which is a new expansion as a conclusion of the thesis, is reached.