Effective branding/communications doesn't have to be hard or complicated. This is a new Paul Smith store in West Hollywood. It's huge and it's pink. No particular reason for it to be pink, except it's noticeable, friendly and seems vaguely appropriate for the neighbourhood. And it makes you want to go in. There's not been a lot of research, there's been no experiential marketing brainstorm, they just painted it pink. And everyone knows it's there.
It's nice inside too.