Depending on the profile of the store, on the marketable products and the branding strategy, the architect can synthesize “the personality” of the store and can bring it in the foreground, in the visual field of the viewer. How? The advertising setting of a window shop must be based on a theme – it can be contemporary, baroque, minimalist, neoclassical, art deco or any other style that fits the context. The resulting ensemble combines textures, materials, pale colors – nude, strong, even neon (for example red is a symbol for shopping and yellow is a highlighting color, the first color that stands out) furnishings, flowers or other decorative elements. The role of lighting is also defined. The setting must be emphasized throughout the day and during the night. Lighting objects (that can be integrated into the design) are the elements that outline the general, ambient or accentuating light.