Hoshin is a rebranding project taking place through a mixed media installation that presents a store concept on Dihua Street, a historical district in Taipei, Taiwan. While advocating change, the installation offers an interpretation of the place of tradition and creativity in the Taiwanese cultural landscape. This project sets out to examine the current design issue in Taiwan in relation to the preservation of culture. Its draws on narrative and framing theories and analyses a younger generation’s purchase preferences in order to create a narrative journey for the Hoshin brand experience. Through being site-specific, proposing that this project can provide an opportunity for other local retailers to express their thoughts on the future of trade in the city and more widely.