The key to achieving success in the design of a “shop-in-shop” space is to provide just the right balance of brand awareness, so that the customer can readily recognize the special environment that she has just discovered within the larger store’s surroundings, but which doesn’t overpower those surroundings.  The proper choice of materials, logo placement and lighting is key to finding equilibrium for such a space.  Having designed many such shops over the years, I’m confident of my ability to find that balance.