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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.
Store Design: When location is not enough?
Slow Sales:
Recently I have had the experience of interacting with several long time business owners with shops in high traffic, high profile, historic locations. These are highly desirable locations with low vacancy rates and instances of failure. Not only is there high pedestrian and auto traffic, there is considerable tourist traffic as well. Yet some of these retailers lament decreased sales and blame a slow or no recovery from the economic slow down of 2008. Certainly such a conclusion might be true in economically hard hit parts of the country, but the answer may not be so simple in more affluent shopping districts. It is quite possible that there may be something else at the root of slow sales.
Rooting out the Root:
Faced with such a problem I would expect an experienced retailer to turn first to their marketing plan. Longtime retail business owners who have a history of success in a particular location often have a strong customer base and connections to the local community, via social and other media as well as web based technologies. Assuming for the sake of this discussion that marketing goals are being met in this regard with still disappointing sales results, then it might be time for the business owner to take a careful look up and down the street. If their storefront looks tired like those in the collage, it may be time for a change. Complacency can undermine even the most successful business, and those with long histories in a location are particularly vulnerable. Not only is there a tendency to feel that what has worked in the past will continue to work going forward, but even to reason that changing the way a shop appears might destroy it visual appeal. This is a dangerous way of thinking that can lead to irrelevance and decreased sales.
Remodel the Store, Refresh the Brand:
A store remodel can be one of the most effective ways for a retail business to attract new customers. It is especially effective when carefully coordinated with the marketing plan and designed to support a retailers brand.
Store Design: Exploring the “Unbrand”
If you are a sometimes visitor to this site you may have seen me ponder the impacts of “unbrand” in previous posts. With this recent article on “AdNews” I find myself again bestirred on the subject. The gist of the article is that “Unbrand” is a “Movement” initiated by Gen. C (connected) values, resulting in a shift in market focus from the designer to the designee. When considered in the context of the currently “logocentric” shopping place this shift could, in the design sense, prove to be profound. In short, how does/will/should an “unbrand” look? The temptation to present the obvious was too strong, leading me to alter the photo above to match the idea. Of course, no one has actually come to me and said, “I am opening a new store. I will be selling shoes. The store does not have a name. Please design the prototype.” That does not, though, stop me from trying to envision such a shopping experience.
Or maybe stores should rely on large format graphics and photos with generic labels to identify their products. It is, after all, how it is done on http://etsy.com. Either way, there are no answers here, just explorations. You will find the article here: AdNews: THE ADNEWS NGEN BLOG: The challenge of ‘Unbrand’.
Store Design: a small product display idea
This photo was taken in Brazil, which is all I know, except that we appear to be looking at the interior of a local museum or some type of tourist information center. Current function aside, the space has a lot to say about an effective way of directing the viewers focus onto perimeter wall displays. In this case we are, of course, looking at all manner of memorabilia displayed in either wall mounted showcases or on the actual walls above. The presentation works because the viewer is first lead into the space by the interesting complex and uniform pattern on the floor which, because of the geometry, displays a slightly directional quality. Then the floor boundary is reinforced by the perimeter border and a visual halt is created by the contrasting blank wall between the floor and the wall mounted cabinets, until the viewer find him/herself peering directly at the wall displays. It is not difficult to see that these could as easily be small product displays. This suggests a great store design for making a visual impact with jewelry or other small merchandise. I worked on a project where the trick was used in a news stand environment to display magazines. Also, installing strip lights under the wall cabinets can emphasize the perimeter and add drama and a great night time presentation.