The « Exit 66 » project (Czech Republic) distances itself at present from the other European factory outlet centres, existing or in project, by an original architectural concept. Thanks to this one, the future centre wishes to offer to its visitors a unique experience: shopping around the world by measuring successively the streets of Rome, Paris, Prague, London and New York. What does this new architectural concept bring in term of image and attractiveness? Does this project prefigure a concept
different from existing outlet centres? Does it expect a new type of retail tourism? This article brings to light the originality of the architectural concept adopted for this project and points the questions which its presentation arouses.