Retail design authenticity has seen global brands expressing a growing interest in unique as opposed to standardised expressions of store design. To express authenticity, global brands may opt for localised retail store design (retail stores that express the place in which the store is designed) as a form of unique retail design that offers an experience that is rooted in a time and place. Localised retail design differs from conventional modes of retail design in that designers source inspiration from both brand and place (as opposed to brand only). This poses risks to brand recognition as the resultant retail store is not standardised nor aligned exclusively to the reflection of brand identity. This necessitates consideration in the mediation of global brand and local authenticity when localising retail design. This study asks: What are the areas for mediating global brand and local authenticity when localising retail design? Using a constructivist grounded theory approach, we conducted eighteen interviews with retail designers based worldwide. The interviews are augmented with a theoretical sampling of twenty artefacts of localised retail design for four global brands. It was found that global brand and local authenticity can be mediated in three main areas when localising retail design. These are in the authorship, informants, and inhabitation of retail design. In the authorship of the retail store, authenticity can be attained by appointing both brand and local designers who work collaboratively on localised retail design. In sourcing informants to the retail design, designers should derive inspiration from both brand and local essence to enhance authentic representation. In inhabitation, the retail store should communicate the brand to local consumers while platforming experiences on local consumer culture. The contribution of the study is a novel conceptual model founded on these three areas for mediating brand and local authenticity in localised retail. This model has implications for both retail designers and brand managers in the development of localised retail experiences of global brands.

零售设计的真实性已经让全球品牌对独特而不是标准化的商店设计表达越来越感兴趣。为了表达真实性，全球品牌可能会选择本地化零售店设计（零售店表达商店设计的地点）作为一种独特的零售设计形式，提供植根于时间和地点的体验。本地化零售设计不同于传统的零售设计模式，设计师从品牌和地点（而不是仅品牌）中汲取灵感。这会给品牌认知带来风险，因为由此产生的零售店既不标准化，也不完全符合品牌标识的反映。这需要在本地化零售设计时考虑全球品牌和本地真实性。本研究询问：在本地化零售设计时，哪些领域可以调解全球品牌和本地真实性？使用建构主义的扎根理论方法，我们对全球的零售设计师进行了 18 次采访。采访还增加了对四个全球品牌的 20 件本地化零售设计产品的理论抽样。我们发现，在本地化零售设计时，全球品牌和本地真实性可以在三个主要方面进行调节。这些是在零售设计的作者、线人和居住中。在零售店的作者身份中，可以通过任命品牌和本地设计师合作进行本地化零售设计来实现真实性。在为零售设计寻找线人时，设计师应该从品牌和当地精髓中汲取灵感，以增强真实的表现力。在居住中，零售店应将品牌传达给当地消费者，同时将当地消费文化体验作为平台。该研究的贡献是建立在这三个领域的新颖概念模型，用于在本地化零售中调节品牌和本地真实性。这种模式对零售设计师和品牌经理在开发全球品牌的本地化零售体验方面都有影响。