These are words that describe Siemen’s brand’s central values – building on a rich legacy of German engineering mastery, industry leadership and inventiveness. When life and technology unite, it offers you the freedom to fully embrace and engage in the world around you. Clifton’s challenge was to reflect those core brand values and the brand personality in a compact space. Retail design is not just making a store look appealing, but about positioning a brand. So Clifton always invests time in understanding the brand’s DNA before he starts work on a store concept.