The goal of the Lumi3re project was to bring anarchy to the shopping mall – a bold kind of confidence that is understood by the brands’ young following and disregarded by the rest. We choose nót to conform to the rules of frictionlessness that govern shopping mall commercialism. A tilted 7x5x1m anodized aluminum monolith, blocking the entrance to the store, was created as a Dadaist statement – an ironic comment on commercial conventions. Once inside one is pleasantly isolated from the noise of the shopping mall, as the giant volume forms a visual plus acoustic barrier as where the carpet and sound absorbing rough walls contribute to this aural transformation. The minimalist interior allows for a focus on product and personal interaction.