This will change dramatically in the case of brand immersive apps, as the medium will be an actual extension of thebrand itself, becoming a vehicle to develop complementary revenue beyond the product sale.
According to Marino, who has designed stores for Chanel, Hublot and Ermenegildo Zegna all over the world, the modern fashion store is an extension of brand identity.
Entrepreneur Sir Richard Branson years ago entered the fray, creating Virgin Galactic, an extension of his well-known brand that intends to take well-heeled customers to the edge of space, but also foresees launching satellites and carrying experiments.