Today marketplaces are more crowded than ever before. Retail stores are threatened by online possibilities and shopping streets around the world are packed with the same stores. In this environment, Andrea Lardelli is working with Brand Oriented Interior Design (BOID) to develop architecture that highlights corporate identities and improves both customer and employee experiences. Growing up, Andrea Lardelli’s time was occupied by two main interests: drawing and music. While the dream of becoming a rock star did not come to fruition, the former passion set him up for a diverse and successful career in interior architecture and design.