The brand Away is known for selling luxury luggage at affordable prices and its travel concept store is an excellent way to both sell its products and market themselves.
The store is based on the premise of what people who had recently traveled to Tokyo or Stockholm would buy and bring back with them. The result is two separate "themes" in one space that represent what tourists might be interested in from these two cities. The Stockholm side of the store features red brick, a wall-mounted bike and Away pashminas. The Tokyo side of the travel concept store has Japanese books, photography and beauty products.
This travel concept store is an excellent way to summarize the aspects of travel that tourists might be interested in while marketing and selling a product that pertains to the same concept.