WELCOME TO

INSIGHTS:  A DISCUSSION ABOUT “PUBLIC SPACE” DESIGN

Gaddis Architect specializes in all phases of commercial and commercial retail design, design management and construction. If maximizing the success of your business by optimizing the performance of your store, or commercial space design is a goal, then attending the following “Insights” could provide some very real benefits. Many common, and some not so common, design challenges are analyzed. Solutions aimed at increasing retail traffic, creating visual presence in various environments, and expressing not only a particular shopping experience but also the business’s brand, are presented. We think that all design is, on some level at least, retail design.  Please scroll on, start a dialogue, contact us anytime.

Retail store design is a language everyone can read.

2015-11-08 12.24.21Semiotics

Anyone who has ever seriously tried to design a logo for their business can tell you that it is not so easy, even for graphic designers who specialize in all things related to visual imaging.  Certainly, any serious investigation will lead one to the subject of Semiotics, which might be defined as how meaning is created and communicated, or more simply the study of linguistic and non- linguistic signs.  Without getting too technical, for this is a specialized academic discipline, it is worth noting that signs fall into three categories:

  1. Icons which are images of a thing itself, as in a picture of a dog and a real dog, or a map of a river and the actual river.
  2. Indexes which are relational where objects affect the sign, like fire (object) creates smoke (sign).
  3. Symbols which have neither similarities in appearance nor causal links, but are rather linked by conventional or cultural knowledge.  In short the meaning can be quite arbitrary and is simply known, as in the group of letters that mean bus and an actual bus.

When considered in light of concerns about marketing and branding, ever  present in the minds of most retailers, it is instructive to draw some parallels.  First though, it is worth examining the terms which have been nicely summarized by Jacob Cass, graphic designer and author.  He tells us a brand is “the perceived emotional corporate image as a whole;” an identity “is the visual aspects that form part of the overall brand;”  and a logo “identifies a business in its simplest form via the use of a mark or icon.  Knowing this, it is not difficult to understand the brand as the idea of a business.  It is the semiotic meaning, or sign, expressed by the use of the icons, indexes, and symbols, all of which are visual or have a visual component, leading us to examine the visual image, AKA store design.

Visual Image

I am bringing this up because I think that architecture is semiotic, and more specifically, retail store design, which might be thought of and applied like a language.  One that everyone can read.  The Sherwin Williams Paint Store in the photo provides a clearly defined demonstration of these principles, and I must say that I spotted it at 50 MPH while rushing to an unrelated event in a Pennsylvania college town.  The impact was direct, and completely comprehensible.  I was late to my appointment because I turned the car around to get the photo.  The symbol, of course, is the Sherwin William sign on the building.  No doubt about who they are and what they are selling.

https://www.flickr.com/photos/telstar/151930908/in/photolist-4sjUaD-4ZMqA9-4ZHbKM-5uWtwt-cvvPYC-61K54M-8Vf3Zm-82hFSR-afWumj-eqFLq-9pkbo2-B6JH2-66dQ7oThe logo, not very big, relatively speaking, is both icon and index.  When considered in the light of what we now know about semiotics it is complicated and communicates a lot of meaning using symbols in the form of company name and tag line;  iconic images of the product, container, location; and an index demonstrating  the application.  It becomes a statement that says Sherwin Williams paints the world.

The “pièce de résistance” of the entire composition, though, and a big part of the reason I stopped, is the larger than life paint sample cards installed as graphics in all of the storefront windows.  According to our labels these probably qualify as icons but are also undeniably symbolic of everything we know about decorating and painting.

There is absolutely no question about the marketing message delivered by this storefront design, but there is another tactic operating here which has less to do with semiotics than it does with tried and true principals of good storefront design.  It is what pushes this design into the stratosphere of marketing message delivery, and defines the point where graphics leave off and architecture begins.  There is a basic rule that says,  if you want a display element to be visible from a distance to both walk and drive by traffic, then it must be exaggerated.  It must be bigger, brighter, more colorful than its surrounding.  In this case the larger than life paint sample cards are the agent of a cohesive marketing message.  The effect is magical.

Save

Save

What do you mean by “Feasibility Assessment?”

Now What?

Now What?  How do I turn this in to a new store?

Contemplation – Imagine you are a retailer contemplating this tenant space.  Clearly, you might be asking yourself;  “now what?”  Suppose a few of the questions below move from unconscious reflection to conscious contemplation without ensuing answers, then assessing a project to see what is actually required could facilitate the decision making process and provide many benefits.

Resources – Landlord provided documents, previous project cost summaries, consultations with building departments, contractors, engineers and sometimes professional construction estimators are  all resources informing project feasibility.  The intent is to simplify, consolidate and summarize the probable scope of work, professional fees, construction costs and time that might be anticipated for a project.  It is the purpose of a feasibility assessment and a highly recommended means of beginning most retail projects.

  • Do I need to  build the walls?
  • Do I need to build the bathroom(s)
  • Why do I need 2 bathrooms?
  • Why do I need 2 entries?
  • Do I need to install the storefront system?
  • Can I use my own storefront design?
  • Do I need to have my own electric meter installed?
  • Do I need to install my own Air Conditioning and heating system?
  • What is the best mechanical system to use?
  • Is there water in the space?
  • What about hot water?
  • What about gas?
  • Where is the sewer?
  • How do I connect to it?
  • Will my store fit in this space?
  • Must I supply my own storefront sign?
  • Who will design it?
  • Can I design the store myself?
  • Can I turn a logo into a store design?
  • Where do I get the store fixtures?
  • What if I can’t find the exact fixtures that I need to display my products?
  • Are custom store fixtures required, if so who will design them?
  • What about lighting?
  • Who sets up the Point of Sale (POS) system and how do I hide the wires?
  • How do I accommodate the cabling and hard wiring for my computers?
  • How much can I expect to spend for all this?
  • A contractor told me he could build my store for $45/sq. ft.  Should I believe him?
  • Do I need a building permit?
  • What does an architect charge?
  • Can I get this done in time to open before I must begin paying rent?
  • How do a pick a contractor?
  • Is the construction allowance from the landlord enough to build the store?
  • Does the location have enough parking?
  • What is the visibility from walk and drive by traffic?
  • Is this space a good choice for my project?
  • If I don’t take this space do I need to start all over with a new feasibility for a different location?

Please feel free start a discussion here and maybe even see some answers.

Ever think about working with an architect? Don’t know what they do?

As an architect I find myself sometimes reluctant, especially in social situations, to tell people what I do.  Sounds crazy, considering it is an honorable profession requiring lots of education, training, testing, not to mention participation in many successful designs, and further considering that I am always looking for new projects.  Actually, this is an unconscious reaction that, until recently, I neither recognized nor examined, which begs the question;  “why now?”

First a word about teaching:   For the past couple of years I have been working to develop and refine a presentation designed to enlighten potential new clients and other interested parties on the details of architectural services performed, not only by my firm, but also design professionals in general.  In the beginning the project was unashamedly self serving, done because I found that successful projects often resulted when the client had some previous experience with building.  These clients were easy to please because their expectations were well defined.  My practice involves working with small businesses, many of whom are startups.  I thought that imparting some of this experience could prove immensely facilitating for both client and architect.  This lead me look for a way to teach about what architects really do, finally resulting in a two part, two hour long power point presentation, posted on  Youtube (Part I, Part II) and presented live in various venues.  Although these efforts were naturally directed towards our specialized area of practice, there was a larger unanticipated outgrowth having to do with the pervasiveness of  misconceptions about the practice of architecture in general.

The American Institute of Architects:  Every year, during the first week in April, the AIA, of which I am a member, holds a celebration of architecture.  AIA chapters all over the country offer events and activities geared towards architectural subjects of interests to the profession and public alike.  In the burst of activity leading up to this event, I came across a request for local volunteer architects able to participate in an event entitled “Working with an Architect.”  The event, centering on discussions about the processes and advantages of working with an architect, will consist of local architects making themselves available for free, open, informal discussions on just about any subject having to do with architecture, design, and building.  At the time of this post there are ten local architects participating, and considering, my previous discussion, it is not difficult to see why I will be one of them.

After-newadditon peardonday Kel_liv_out_43 - Version 2 resize_image.php
<
>
Project by Laura Campbell Architecture

What cannot be defined, cannot be valued:  I have come to the conclusion that AIA, its members, and architects in general are facing an identity crisis.  One manifesting in the assumption that what cannot be identified, cannot be valued, which speaks to my original question.  I sometimes dodge talking about my profession because I fear that the term architect has become and empty word, susceptible to all of the follies, misconceptions and romantic notions of popular culture.  Clearly most people understand that the Guggenheim in Bilboa, Spain was designed by an architect named Frank Gehry.   On the other hand, how the architect relates to the dry cleaner on the corner or their neighbor’s home addition is often a mystery.  AIA, to its credit, is taking steps (beyond the scope of this discussion), toward correction, but we as individual architects bear a lot of responsibly.  The profession has become increasingly complicated.  In addition to design and construction of the built environment, issues of technology and business must be part of the architect’s skill set.  How well these many disciplines are managed and assimilated is an indication of a successful project.  And if this is the measure, most architects that I know are successful indeed, because what they contribute, how they accomplish what they do, how they practice their craft, is so essential as to completely disappear into the fabric of a project.  In short the craft of architecture is successful not a little by dint of how well it dissolves into the buildings it creates.  This, of course, is a very “zen” idea, having great appeal to the artistically and academically inclined, while at the same time making life difficult for the more pragmatic among us.  Value is easily assigned to the finished house, barn, school, or office building.  Defining how that building was actually accomplished, not so much.

What it is like to work with an architect:  Architects know in multifarious detail what goes in to one of their projects, what benefit is offered, what improvement is made, how life is made easier, better. Communicating these numerous, lists, plans, sketches, drawings, products, services, consultations, consultants, research…,  into some understandable format is our challenge.  “Working with an Architect” is an event designed to help us meet this challenge.  I am happy to participate and invite anyone interested, moderately or otherwise, to chat with an architect about their projects, their thoughts, their love of the subject, even about their favorite “starchitect.”  Please join us on Sunday April 10th.  A link to the event and a list of participating architects is below.  Samples of their work are in the slide show above.

Refreshments will be served. There is no charge to attend and no reservations are necessary.  Additional information may be found here:  “Working with an Architect.

Participating Architects:

Christine Kelly AIA, Crafted Architecture LLC
Steve Kulinski AIA, Kulinski Group Architects, PC
John Nolan AIA, Maginniss + del Ninno Architects
Rebecca Bostick AIA, Rebecca LG Bostick Architects Inc.
Laura Campbell AIA, Laura Campbell Architecture
Paul Trombley AIA, Studio 66 LLC
Randall Mars AIA, Randall Mars Architects
Eunice A. Murray, AIA, Eunice Murray Architect
Lyndl T. Joseph, AIA, Great Seal LLC
Bridget Gaddis, AIA, Gaddis Architect