One of the biggest misconceptions about retail design is that it is mainly about making a store, display, shelf or brand zone look good. Of course, aesthetics matter. But retail design is also about something much more complex: creating a commercial environment where brand, product, shopper behaviour, visibility, budget, production, logistics and implementation all meet. A beautiful concept is only the beginning. The real question is: Can this idea survive the real world? The brief. The client. The deadline. The budget. The materials. The production method. The store staff. The shopper who gives it three seconds of attention. That is where retail design becomes interesting. For me, retail design is not just about designing spaces. It is about designing decisions that work in space. What do you think is the most underestimated part of retail design?