The present work aims to present the showcase, its relation with the building, with fashion and with the observer. The importance of this exhibition space extends from the aesthetic and communication functions to be part of a wide textile and clothing chain. This role integrates the whole cycle of creation, textiles, clothing and fashion accessories. For this article we used bibliographical references of design and fashion, as well as methodologies of photographic and ethnographic documentation, with application of focus groups. From the focus groups were identified descriptors related to emotional design. Such descriptors point to the emotions arising from memories, tastes and attitudes. These factors can lead to decisions and assist the wider knowledge of the target audience.
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