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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.
Retail Architect 2015 Trends: between new and passé is timeless
It is possible to think of this shop as “timeless,” as a quick look says a lot about their customer. Doubtless a romantic woman who places feminine style before budget and appreciates a bit of drama. Take a guess at the location and date? Then follow the link for the answer.
I started 2015 by attending and event about a subject near and dear to those of us intimately involved with the retail trade. Namely, “Marketing Trends for 2015,” a worthwhile presentation sponsored by the Alexandria Small Business Development Center, and given by Maurisa Potts, CEO and Founder of Spotted MP Marketing and PR. I left thinking that voluminous amounts of available market data make it possible to predict future buying habits of the American public and even help define a narrative about their expectations in terms of both on and offline shopping environments. Knowing how those shopping environments will end up looking is something else entirely.
Jeff Green writing in Chain Store Age summarizes events of 2014, saying that retailers are being squeezed by rising real estate costs, increases in the minimum wage, and online shopping. Furthermore, the last of these leads to value shopping and, at least partially, defines the challenge of 2015, which is for a retailer to successfully optimize sales over all distribution channels. A tall order, addressed to the extent possible by author and “Retail Prophet,” Doug Stephens when he tells us 2015 will find retailers thinking of their sales force as either highly skilled brand ambassadors or clerical type order processors. There will be no room for mediocrity as it applies to, not only product, but also staff and the physical environment. New “brick and mortar” stores will be seen as places of collaboration, customization, and experience. I have found some of this to be underway for awhile. Certainly creating an “experience” focused shopping environment aimed at a target market has been an emerging store planning goal for at least 2014 and probably beyond. Stephens says the trend is being further fueled by tech and media savvy shoppers with an insatiable appetite for something new and translating in a tendency toward shorter leases and popup shops, even to the extent that Stephens referred to future mall managers as curators. As a retail architect I see this manifesting in specialization and variety and suggest a degree of caution, as straddling the line between new and passe is timeless, always a goal, not often accomplished.
What do retail architects really do?
It is probably safe to say that many people know little, if anything, about what architects actually do. How, then, can one benefit from an architect’s, or other design professional’s, services when faced with planning a new store? We have found that the most successful projects happen when our clients have a clear understanding of the architectural and store planning process. To that end, we are introducing the following free publications:
“From Idea to Bricks & Mortar Store – The Retail Store Prototype: What is it and why do it?”
This is a 50 minute power point presentation, so allow enough time, or start and stop as time permits. Also, a transcript is provided if you prefer. A comprehensive view of the architectural process required to build a new retail store is first outlined, and then related to the business plan. It has valuable information for anyone seriously considering opening or expanding a retail store.
“Seven Mistakes Expanding or Startup Retailers Make When Building a New Store”
This is a one page document that outlines major catch points that can cost new or expanding retailers time, money or both. It is a good quick reference for any startup or newly expanding retailer with a building project somewhere in their future.
- Please select the link to receive these “must read” free publications, especially directed towards expanding or startup retailers.
Store Design: Material Perceptions
I was researching another project when I ran across these book stores. I was looking for examples of how different finish materials can change the perception of quality in a space, and as these views are void of brand signs, they allow for a fairly objective comparison on a store planning level as well. The examples were good enough to turn into an article as follows:
Store 1
Store 1 – This first store reminds me of Strand Bookstore in New York City, locally famous for used books, which should not come as a surprise as the plastic on the windows, mismatched fixtures, cheap but effective fluorescent lighting and existing brick walls and wood floors all suggest, not only extreme economy, but also sustainability. The chairs and wide aisles suggest a comfortable and possibly entertaining shopping experience. In NYC this equals “shabby chic.” Anywhere else it risks being just shabby.
Store 2
Store 2 – The actual fixtures used in this store, likely high quality painted wood, display the merchandise for maximum advantage and provide storage as well. Nevertheless, carpet and acoustic tile floors and ceilings are strictly utilitarian, as is the lighting, which is adequate but stylistically dated as it is used here. The monotone, high foot candle light level removes the possibility of any particular focus or feature areas, as does the “many evenly spaced rows” type of layout. This ambiance is all about volume and possibly crosses over to discount.
Store 3
Store 3 – This appears to be a high profile, historic, urban environment that is possibly a destination unto itself. Efforts have been made to help the store fixtures disappear into the location. Wood shelving and display tables match existing architectural trim and carefully placed invisible light sources outline perimeter merchandise walls artfully tucked under the balcony. Like dancers in a grand ballroom, table top displays nicely present the merchandise to main floor shoppers. A polite, public mood prevails.
Store 4
Store 4 – This is another example of how existing buildings can drive the retail ambiance of a space. Exposed structure, skylights, stone walls, and distressed concrete floors identify an industrial loft type environment made relevant by the addition of colorful art lights, and a bit of modern ceiling material. Tall store fixtures made of construction grade wood emphasize the soaring ceiling height and merge into the prevailing aesthetic. One might be surprised to find that this trendy store, like store 1, is also selling used books.
Store 5
Store 5 – Perhaps the most unique of the stores, this is defined first by the the top to bottom wood finishes and then by the contemporary parkitecture, including the shelving units carefully incorporated therin. Visions of everything from Hoss Cartwright’s Ponderosa to Bilbo Baggin’s Hobbit Hole are conjured. The place practically invites the shopper to enter a mysterious world of fantasy.
Store 6
Store 6 – Finally we have the shop of no finishes, except of course the books, representing the weighty world of gold bound illuminated manuscripts and classic volumes read and reread over time in days when they had more than just historic value. This is the revered library showing up in Patrick Rothfuss’, The Name of the Wind.
Finally, it is of interest that, in spite of differing book sizes, the shelf heights have been maintained to form continuous horizontally aligned rows of books in all of these stores.
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