Why is it worth studying branded spaces now? First of all, as brands and branding are radically transforming, brand owners have begun to perceive the relevance and booster qualities of space for branding brands. In a global and fast changing world, branded spaces are becoming icons, cornerstones or lighthouses for brands, for their image and for their relationship to their agents. Space "increasingly becomes (de facto if not de jure) the brand" (Sherry 1998: 112). Even more, as Arvidsson (2005: 236) argues, we are on a way to "end up living in a well nigh all-encompassing brand-space".