Nokia’s first such store opened in Moscow last December. That one looks a lot like the New York store. It plans to open maybe 15 more in cities around the globe over the next year or so.
The question: Should these stores all look alike? To what extent must they represent common attributes of a global Nokia brand–and to what extent should they appeal to local preferences? What makes a Russian store Russian, and an American store American–and a Nokia store . . . Nokian?