Look up! Retailing, historic architecture and city centre distinctiveness

This paper considers the role of historic architecture in the creation of distinctiveness in urban shopping destinations as part of a move towards a more experiential focus by urban management initiatives. Utilising the concept of the servicescape, the paper suggests that distinctiveness may not be apparent at ground floor level, given the consistency of retail fascia design to reflect the chosen brand image and the rigidity with which centralised directives regarding window displays etc. are implemented. However, above ground level the real distinctiveness of the built environment dimension of the servicescape becomes apparent, and may contribute to differential advantage in an increasingly competitive retail environment.