What you are describing sounds more like the still-vibrant field of retail environments. I’ve collaborated a little with Crack Exp. in Portland, but there are numerous others. Definitely touches on the disciplines you mentioned, and now that “retail is dead” there’s a little less pressure on profitability per sq ft (I’m guessing). This new focus on brand extension via environment leads to the temporary pop-up shop installations and other fun expressions of a company. Eight Inc. is another such studio, with the original Apple Stores in their portfolio.