Expanding Globally: The Art of Balancing Consistency and Local Relevance

At O12, we’ve spent years designing and delivering retail spaces across the world, helping brands establish their presence in new markets while maintaining a strong and consistent identity. Whether it’s bringing American, Australian, or Asian brands into Europe—or supporting European icons as they expand globally—we understand the complexities and delicate balance between global consistency and local market alignment.

Wedgwood Shanghai Village, China

Wedgwood, Selfridges, London, UK

Why Global Consistency Matters

In an era of hyper-connectivity, brands must deliver a unified experience, no matter where in the world their customers encounter them. A store in London should feel intrinsically linked to one in Tokyo or New York, reinforcing brand recognition, trust, and loyalty. Customers today engage with brands across multiple touchpoints—online, in-store, and through social media—so every physical space must align seamlessly with the overarching brand identity.

Royal Copenhagen_Shanghai Grand Gateway, China

Royal Copenhagen_Aarhus, Denmark

The Power of Local Market Adaptation

That said, true global success comes from understanding and embracing the nuances of each market. What works in Los Angeles might not resonate in Seoul. Cultural expectations, shopping behaviours, and even architectural constraints mean that a one-size-fits-all approach doesn’t work. The best global brands don’t just replicate; they translate their identity into a locally relevant experience.

Wedgwood Shanghai Village, China

Our Expertise in Global Expansion

We have delivered retail solutions for some of the world’s most recognised brands as they expand across borders to engage new audiences. Our work with Wedgwood, Waterford, and Fiskars is a testament to this—having supported over 40 store openings across Asian markets, we ensured that each space reflected the heritage and prestige of these brands while being culturally and commercially relevant to the local customer.

Wedgwood Shanghai Village, China

Fiskars Outlet, Rinku, Japan

Waterford, David Jones, Melbourne, Australia

Moomin, Stockholm, Sweden

Moomin, Kitchijoji, Japan

Similarly, when The Good American made its move into the UK, we were there to help translate its sleek, aspirational aesthetic into a retail environment. It’s not just about transplanting a concept from one country to another; it’s about understanding how local consumers interact with the brand and designing a space that enhances that connection.

Good American, Selfridges, London, UK

Navigating Global Retail

With experience spanning continents, we know how to create and deliver spaces that resonate globally and locally. From flagship stores to pop-ups, our approach is always rooted in strategic design thinking—aligning brand consistency with cultural adaptability. Whether you’re an international brand looking to enter Europe or a European brand ready to expand overseas, we know how to make it happen.

If you’re ready to expand your retail presence, let’s talk.