Branding is vital in the retail environment, people are willing to pay a little more for service and an experience and branding builds identity and loyalty. Target, Starbucks, Home Depot and Bass Pro Shops (to name a few) have demonstrated that when you provide a unique environment and establish an identity that speaks to your customers desires you are on the right path to win. Flooring plays an integral part in setting the stage for that experience. We can no longer simply look at a space without considering how we want people to feel, or how we want them to move about it. We need to identify desired outcomes and tell a story with our design.