This project aimed to understand retail with respect to men’s fashion apparels and to use that knowledge to create a rich, warm and open attitude in a space having free movement while providing an overall immersive experience for a generation 2.0 store for the brand SIN. With newer additions and accessibility of e-retailing, it became essential to have a fresh perspective for apparel stores especially for men considering their buying behaviour. A linear methodology was executed with understanding the brand and the story behind its creation. The final design incorporated the theme of “In my House’. The project was further explored with respect to shop-in-shop formats.