Heritage Experience and Shop Branding in Bandung, Indonesia

Bandung, Indonesia, known for its rich colonial and modern architectural heritage, offers a distinctive urban context where historical narratives and spatial memory can be embedded into contemporary commercial spaces. However, many shops operating within heritage buildings neglect conservation principles and disregard the historical significance of the structures they occupy. Commercial interests often override preservation concerns, resulting in unsympathetic renovations, visual pollution, and the erasure of original architectural elements. Regulatory frameworks are frequently ignored due to limited awareness, weak enforcement, or short-term business priorities. These practices undermine the authenticity of the built environment and represent missed opportunities for place-based branding and meaningful spatial storytelling. This study addresses these challenges through three objectives: (1) identifying cases in Bandung and abroad where shops have integrated historical memory into the retail experience; (2) analyzing strategies used to embed memory within commercial interior design; and (3) formulating implementation models aligned with conservation goals in Bandung. Utilizing a qualitative research design and a comparative approach with selected international cases, the study draws on spatial analysis, archival research, and stakeholder interviews. The findings underscore the importance of living narrative that is supported by community in enhancing both heritage preservation and brand identity. Therefore, further study can be focused on integrative approaches that balance commercial objectives with cultural continuity.