Retail Store Design: Process and Architecture

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2 Retail Store Design: Process and Architecture Material adapted from Morgan, T Visual Merchandising: Window and instore displays for retail. Laurence King Publishing. London

3 What is store design? It would be senseless for an architect to develop a store s interior without first understanding the VM s needs. A good store design will show products to their best advantage. Walkways, lighting and signage are all major features that need to be discussed even before the important fixtures are designed. Some retailers may also enlist the help of interior decorators, lighting designers and artists to help create the in-store ambience.

4 What is store design? Store design unites all aspects of visual merchandising: Window display, Interior deign, as well as fixtures and fittings, and lighting. Visual Merchandisers, architects and interior Visual Merchandisers, architects and interior designers have always worked hand in hand to create retail environments that are inspirational yet commercial and above all, a canvas on which merchandisers can demonstrate their skills.

5 Why is store design important? The design of a store can help support the brand image as well as underpin a successful retail strategy. Retailers rely on the design of the store to entice customers inside. While some retailers prefer a more subtle store design, others like to shock and inspire, creating stores that generate hype and discussion.

6 Why is store design important? Before choosing which road to go down, a retailer should first consider the demographics of its customers. Traditional shoppers would possible not be impressed if their local department store turned futuristic and contemporary. Most multiple retailers have a proven set format that they use when opening stores. Marks & Spencer would suffer if they unexpectedly changed their design. There may be times however when it might become advantageous to break the mould.

7 Who Designs the store? At some time all retailers will have to consult with an architect, either to design a new store, renovate an existing one, or rejuvenate and area of their shop. Normally, they will consult an architect experienced in commercial practice, which differs from domestic architecture due to the needs of public access. On most occasions, retailers will choose architects with experience in store design because of their knowledge and proven track record. Others, however, may challenge young talented designers to create their stores

8 Who Designs the store? Before starting on the store design, the more information the architect is given about the product and the brand, the easier it will be to understand the task. An architect needs to be aware of the product items to be sold and the stock densities for each fixture, because fixtures need to be functional as well as part of an overall design concept. Product adjacencies are also key in creating a cohesive floor, and of course the all important cash desks, stockrooms and offices need to be incorporated in the final design, all of which are the remit of the visual merchandiser.

9 Who Designs the store? An architect will start by preparing concept ideas for the client to approve. The initial ideas will seldom be what may have been expected. Once the designs have been approved, the architect will produce floor plans and a timeline of how the overall building work will be completed, as well as the ever-important budget.

10 Who Designs the store? The architect will also suggest building contractors and specialists to build the shop fit and will manage and oversee the whole process. Contractors will include builders, electricians, painters and carpenters. Between them lies the responsibility to ensure that the deadline for the store opening is met.

11 How does store design work? The main purpose of store design is to show a product to its best advantage. This is achieved through a combination of ambience, functionality and inviting design. Each store will be different, depending on its product. A supermarket will be more concerned with functionality, while a retailer of luxury goods will be more concerned about creating the right ambience.

12 How does store design work? Independent store owners can certainly take the risk of promoting more adventurous store design. Some of the most imaginative designs can be found in Japan. The streets of Tokyo hide many interesting retail outlets, the most exciting of which are hidden in the backstreets instead of taking centre stage on the main shopping thoroughfairs. The four small overcrowded islands, thousands of km from the West, are a melting pot of creativity. Small spaces are transformed into retail galleries.

13 Examples of the year)

14 More Examples multiple-locations