What objectives does brand industry visual merchandising set in Large-Scale Retail stores, and what is its scope of action? Which companies primarily focus on maximizing space productivity with a more efficiency-driven approach, and which ones interpret the retail store in a more value-oriented way, concentrating on communication and brand identity consolidation? Is there still a clear distinction between them? To answer these questions, [1] it is necessary to interpret the evolution of the design and management process of brand industry visual merchandising and communication activities, also in light of recent elements of macroeconomic crisis, partly attributable to the Covid-19 pandemic [2] and the Russia-Ukraine conflict.