Retail Design PDF

Actualia retail design In retail design every project starts with a BRAND Retail History Retail is the MIRROR OF SOCIETY Department stores Europe America Mixing social with comercial activities Operating as chain stores Stimulation of the...

Actualia retail design In retail design every project starts with a BRAND Retail History Retail is the MIRROR OF SOCIETY Department stores Europe America Mixing social with comercial activities Operating as chain stores Stimulation of the senses Set up to seduce 3 societal changes + 1 invention Supermarkets New change> self-service Freedom for costumers to take products themselves Self-service Shopping becomes a FULL sensory experience Change of the routing/flow in the store Self-service furniture Change of the routing/flow in the store Rationalization Rational/efficient Emphasis on the interior>exterior Introduction of BARCODES ~>Bigger stores More recently~> °Shopping doesn’t need to be done quickly ~> FULL EXPERIENCE Boutiques Offering something exclusive ~> Advice, service, warmth & uniqueness Boutique as a MOTIF ~> Recurring theme or pattern Chain stores Retail branding °Continuing the retailer’s identity into the store design °The store becomes the brand GLOCALISATION ~> the branding is adapted to the location RECAP Design agencies~> LONDON 1970s A multidisciplinary field ~> today + growth omnichannel retail 3 key impacts on retail design Design the products and the store to create a cohesive idea Making design decisions based on analysis and research Shopping as a enjoying leisure activity RETAILERS °Starbucks: design of a “3rd place” °Calvin Klein & Prada: productsas work of art °niketown & Samsung: designing brand experiences ~> FLAGSHIP RETAIL (Non profitable) °Comme des Garçons: ephemeral retail spaces °Apple:the store of the people (let people use their space to show their products The role of consumers & society Progression of Economic value Rules to retail design 1. Know the brand 2.Coherency (shop, social media, product…) 3.know the costumer (data, empathy) 4. a)Images say more than a 1000 words °product presentation °Store design °Store maintenance b)Retailers only have 1 Chance ~> 1st impression  BRANDING Efforts to bring the brand/product into the mind of the consumer Why do we need branding? Distinguishing products helps °Distinguish/recognise the product the costumers make a decision °The product should be able to communicate a message °Help people express themselves °Brands should match the costumer’s lifestyle & personality~> feel relatable/ connect in an emotional way °The costumer brand preference means costumer loyalty  How do you saw your brand How do you want to be perceived