This is an example of visual storytelling applied to a retail shop. A very detailed visual tour of the store is possible thanks to the careful description of the different areas of sale and product placement creating the whole shopping experience. As a consultant and photographer for Property&Flagship/Stores for the EMEA area, I provided photography of stores and for press dossiers, which became a fundamental work tool for defining retail space concepts to meet the requirements of technical, press, visuals and retail management of spaces. As a result, the press office finally had bespoke material to inform international media of new 'point-of-purchase' openings. Technical and Visual offices were able to discuss project tasks and changes to be pursued on the basis of images showing clearly both the store (the container) and product (the content).