There is still little retailing research on a rapidly developing phenomenon: the growing links between art and shopping. Stores are no longer simply retail outlets, but places for new experiences, where the codes associated with museums and exhibitions are now utilized. This is especially true for luxury goods, but also applies to other sectors. Using a qualitative and semiotic approach, this study identifies the reasons for this keen interest. The findings underscore the mechanisms created between the store and the customer and highlight the implications for managers. The research underlines that the presence of artistic elements reinforces distance in terms of value, and increases scarcity and desire. Through its relationship with art, luxury acquires a dimension that goes beyond simply the unique value of a quality product and becomes situated within a broader cultural realm. The store becomes a hybrid space, striking a balance between accessibility and distance, a balance that may also be of considerable relevance for other types of retail outlet.