BIPA have several shops in Vienna-all have the same aesthetic if not the exactly the same design. The identity fills the front of the store resulting in the most distinctive shop front in the parade. A good example of challenger thinking. Take the conventions of facia design and bust out of them. But not in a crass or domineering way. It’s inviting-you feel you are about to enter a wonderland of pinkness and femininity. Just had to go in.