As the world of online consumption expands the interest in brick and mortar stores are declining. Retail stores are increasingly feeling the pressure to create interior spaces that attract the consumer. It is therefore an imposing factor that retail spaces need to implement innovation and technology in design that accommodates and creates an atmosphere for the consumer. The project ‘runway’ aims to identify the consumer, adapt to their needs and produce a space that creates an atmosphere that is convenient to the buyer, evokes connection and embarks discovery. The project derived from the collaboration of various disciplines of design, fashion and marketing. This luxury retail space is designed for the airport concourse. In order to compete with the online retail market, brick and mortar stores need to be re-thought in terms of convenience. It is important to understand the 21st century consumer as someone that is consistently on the move. The most impending factor on the increase of e- marketing was a result of convenience and therefore this factor is increasingly prevalent for real-world stores. For this reason the notion of what an interior store is traditionally considered has been re-thought. When placing this space in a convenient context for the consumer, destination and points of departure were considered. It was imperative to create an innovative way of thinking about airport consumption in an attempt to capture the consumer and provide a store that is universally acceptable to all airports internationally. This retail space was designed around the airport travelator, something of which is an innovative universal concept for worldwide airports. The concept of mise-en-scene was looked at in terms of considering the retail space as moving architecture. The biomorphic wire display structure was based on flight sky mapping. With destination points being the focus. The focus on these points were manipulated by protruding wires. The many interconnecting wires allow for various garments to be hung at once. The stark metal structure is in high contrast with expense fabric that is most likely to be hung in this space. This contrasting structure was developed from the principles of mise-en-scene and utilising the confusion method of enhancing impulse stimuli. Newman and Lloyd-Jones discovered the confusion method, whereby the injection of information overload by the retailers can serve to reduce cognitive effects and stimulate impulse purchasing behavior.