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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.

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.

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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

Retail Architect takes on karma.

Marcel’s Yoga Boutique,

has turned out to be one of our most sophisticated designs. Recently completed, it was featured in the Old Town Crier, and we were also happy to answer some questions posed by Cindy Laidlaw, Principal of Laidlaw Group, the marketing communications firm who does the blog for the company who manufactures the shelving system. The content is especially informative for anyone thinking about a new retail project so I am posting some of it here along with links to the articles.

Question: Where and when did the idea for the studio start? Answer: Marcela came to me on the recommendation the local Small Business Development Center. As it turned out, my office is exactly across the street from her shop. Talk about Karma?

Question: What is your background? Answer: This is the bio that I use in many blog post. Bridget Gaddis, is a Licensed Architect and LEED-Accredited Professional practicing nationally, and locally in the Washington DC area. She holds professional degrees in both Architecture and Interior Design, and has a comprehensive background in commercial retail design, planning and construction.

Question: What was the vision of the project? Answer: Marcela had a vision that centered around the lotus flower. It is part of her logo and where we started to design. I liked the water element inherent in the lotus environment and aimed at suggesting this by the use of curved glass shelves as a feature in the shop. There is a mystique attached to the idea of yoga and one way of visually representing the calm is with open space – not so easy in a tiny shop. By merchandising mainly the walls we were able to define really nice site lines that terminate in beautiful merchandise displays while at the same time maintaining the “karma” of open space.

Question: What inspired the design? Answer: The lotus flower.

Question: What were the installation challenges of the space? Answer: The building is old and the exterior walls are plaster directly on furred out brick. They were totally out of plumb.  We had to fur out a wall and use a back panel in order install the wall mounted standards.

Question: In addition to Rakks, what other materials were used? Answer: We used a rustic piece of wood, with the shape of the tree still in its profile, to anchor and complete the feature wall. The effect is very organic.

Question: How long did the project take? Answer: It took about 4 months.
y out of plumb, to the extent that, in order to use the wall mounted Rakks standards, we had to build a drywall stand out in front of the existing wall.

Question: What is the history of the building? Answer: The building is in the historic district of Old Town Alexandria, VA.

Question: Where can I find out more about the products on display? Answer: Marcela’s Yoga Boutique

Retail Architect asks if omni channel retail demands omni channel design?

Unbrand

Way back in 2012, John Freeman, a developer known for Bethesda Row, caught my attention when he said, in reference to main street retail, “I hate brands.” Since then, I have been considering the notion in relation to retail store design. I actually set up a google alert in order to be notified whenever “unbrand” came up in some online post, and was rewarded,

mostly with lots of spam. Nevertheless, I persisted until the topic finally turned up hot for 2015, when according to many retail gurus, the era of “conspicuous branding” was over, having been replaced by understated luxury, downplayed wealth, individual identities, personal taste, non-conformance, no labels, and resulting in the rise of, among other things, “fast fashion.” All of this was deemed to have not a little to do with a bad economy, underemployment, high debt, student loans, the rise of social media, and directly affecting the shopping habits of that ever to be courted target market of 18 – 34 year olds, the Millennials, projected to spend 1.2 trillion by 2020, and leading a retailer to ask, “now what?”

Non Logo Times

Certainly, adapting to the “…non logo times” has not been so easy. Few would argue that many malls are in trouble, department stores are closing

locations, and since 2013, at least, are moving towards smaller, more fragmented stores. Neither are efforts at “de-branding” always successful. In 2015, the Gap tried, with their “dress normal” campaign, to detach the name from the product and sales went down. As if to compensate, it seems that Macy’s at least, is now poised in 2015 to test out converting some locations to outlet type stores, competing with TJ Max, and others. So does all this tell us anything about what is to be expected in the 2016 retail environment?

2016 Projections

The beginning of the year is harvest time for those of us with an interest in projections about emerging trends in retail store design and planning. I leave the detailed explanations to the experts, preferring, for those inclined towards bullet points, to describe the trends in

terms of the numerous “buzzwords” inherent in the various texts, which process is a lot like what designers do, i.e., translate cryptic verbal prompts into visual images. If you care to dive more deeply into the subject, the articles are referenced in the links at the end. Otherwise, I offer the following description of the retail environment in 2016, which begs the question, “does ‘omni channel retail’ demand ‘omni channel’ design?”

  • Omni Channel Retail
  • De-Brand
  • Curated
  • Shopper-Tainment!
  • Off & Online Shopping
  • Expanded Value Chains = Mushrooming Brand
  • Non Tech Technologers
  • Less $ ≠ More Sales
  • Online Black Monday = Offline Black Thursday
  • Wearable Gadgets
  • Localization
  • Speed
  • Convenience
  • Cross Channel Personalization
  • IT Integration
  • Seamless Buying Experience

2013

Gen y Trends…End…Conspicuous Branding

Macys…Smaller Box Bigger…

2015

The Era of Unbrand

Retail Trends 2016 Charlotte Bachmann Katz

Macys Outlet Store Backstage Discount…

2016

Retail USA Whats In Store 2016

Think Tank Anjee Solanki Retail Branding