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This paper sets out to explore the concept of creativity in the context of the retail store environment and the function of design in shaping this environment.

The paper uses a cross‐disciplinary approach to review theoretical approaches to creativity, and their relevance to the retail industry. It subsequently assesses types of retail spaces, and then moves on to compare the concept of retail design with product design and its implications for creativity and retailers.

It demonstrates the complexity of creativity as a concept, and the opportunities to create retail spaces through design‐led approaches. It defines retail design and its engagement with stakeholders within and outside the organisation and its impact on organisational creativity.

As a review paper it covers a number of perspectives on creativity, design and store environments. However, these are not exhaustive, and invite further discussion and scoping for future research.

The paper outlines ways to understand creativity in retailing, and provides guidance on how retailers can organize their organizations to engage with design projects.

The paper uniquely examines concepts of creativity and proposes how they might be applied to retailing. It demonstrates how creativity pervades the industry, in terms of design and the use of designed spaces. It proposes new areas for research relating to the definition of creativity in the retail industry, and the role of creativity and retailing in cultural and social contexts.

The existence of retail spaces lies far back in history. However, retail design as an academic field of work is relatively recent and available for development. The common points and differences between commercial spaces and retail spaces, as well as the relationship between private and public spaces, require academic attention from a retail perspective. The purpose of this paper is to contribute to the academic knowledge on retail design by interpreting retail spaces according to their relationship with their surroundings and their way of defining borders.

The focal point of the paper lies on a case study based on built examples of retail spaces in Turkey. An actual perspective, along with the historical background of retail design, provides the theoretical framework of the study, as the term “border” is being interpreted according to encountered restrictions and intentions throughout the retail design process.

The case study conducted in the scope of this paper has shown that borders are an important component in retail design and they are affected by various factors like the limitations of the surroundings and atmospheric tools such as colours, lighting, sound or scent.

Although there are existing studies on retail design from various perspectives, the interpretation of retail spaces in relationship with their borders is missing in academic literature. This paper provides a definition of borders in retail design including the elements that describe them and the knowledge of borders according to different corporate tendencies.

Design is an important construct in the retail environment literature. Yet, the measures used for design have not followed appropriate scale development procedures. The purpose of this study is to provide a conceptual definition and then develop a scale for retail environment design (RED).

Interviews with both consumers and marketing researchers are used to generate a potential list of items. Using four different studies, these items are refined, and the RED scale is offered.

This study develops and validates the four-dimensional RED scale to measure the design of retail environments. The dimensions are functional, aesthetic, lighting and signage.

The newly developed RED scale will allow retailing researchers to measure lighting and signage qualities as part of retail design, measure design of retail environments more accurately and allow different studies to be compared.

The newly developed RED scale will allow retailers to better understand customers’ perceptions of the four dimensions of design. Retailers spend significant time and money designing and redesigning retail environments. The RED scale will enable managers to ensure these significant investments create competitive advantages and an appropriate return on investment.

A scale to measure retail environment design is developed. The scale includes two dimensions (lighting and signage) that are not typically investigated.

The purpose of this paper is to examine the effects of physical environment design (PED) and its antecedents on consumers’ emotional well-being (EWB). Drawing on place identity and emotional theories, the study aims to provide a new perspective to retail store experiences.

A survey of 800 respondents was conducted in London, out of which 764 responses were constructively used. The data was collected from international retail outlets, and structural equation modelling was used to analyse the data.

The empirical results show that PED has a positive effect on consumers’ EWB. Among the antecedents, visual identity does not have any significant effect on PED and EWB. In contrast, communication had a significant effect on PED but did not have any effect on EWB, and further, cultural heritage had a positive effect on both PED and EWB. Further, moderator analysis identifies the boundary conditions under which specific theories hold.

The value of this paper lies in its potential to be used for creating the perfect design planning in retail stores. Significant implications for managers and researchers are highlighted.

This paper presents an innovative approach to develop the principles of retail store’s PED to support the EWB of consumers.