The boutique and the mass market / Mark Pimlott -- The shop as market space : the commercial qualities of retail architecture / Sophie Dubuisson-Quellier -- The vicissitudes of the boutique : introduction to the case studies and interviews / David Vernet and Leontine de Wit -- Merchandising for gatherers : interview with Oep Schilling and Vincent Sturkenboom, G-Star / David Vernet -- More than just architecture : interview with Eric Carlson, Louis Vuitton / David Vernet