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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.
Visual Synergy
From http://fixturescloseup.com by fellow blogger Tony Kadysewski
Wow! What a great example of what can be done with the most simple and inexpensive props. This photo, from a post by a fellow blogger about how it is easier to sell the idea of color rather than the idea of painting a wall, does a whole lot more than that. It does such a good job of attracting visual attention that even a guy living out of a suitcase might think about looking for something to decorate.
So, let’s consider what makes this work? Not only do the bold colored stools do a great job of counteracting visual noise on the glass, they are at a very recognizable “human” scale. Every one knows what the table in their living room looks like. Also the tables, size wise the biggest elements in the window, are repeated at a smaller scale in the colored boxes and paint samples in the background. These not only have the effect of drawing the passerby directly into the shop, but are also made more interesting because of the suggestive graphic used as a backdrop in the window. The synergy between the window display and the store interior is very successful in this project. The message is clearly that the interior of the store is as dynamic as the exterior. It is a message that is often overlooked by specialty retailers.
Simply Successful
I deliberately left the storefront sign out of this photo in an effort to help the viewer maintain objectivity. Can you determine what product is sold here? High contrast graphics are artfully installed first on the storefront glass and then repeated on the white backdrop in first a lighter color and second a smaller scale, creating the previously discussed concept of visual cognition and leading the shopper to focus on the dinnerware. Not surprising then, that the store is Bed Bath and Beyond. Further, the street reflections are kept to a minimum by the awning. Adding a few pieces of colored dinnerware into the mix might have been an improvement, but the window is nevertheless simple and successful as is. In my experience it takes a true professional to practice the restraint necessary to implement such a sophisticated design.
Storefront donatated as gallery space?
Blossoming Backdrop
I am always surprised when companies with large store planning and marketing resources, not to mention budgets, create and then miss visual display opportunities. It is hardly necessary to comment on the problem here. Any student of this blog can see that the white cut work backdrop forms a high contrast and visually compelling pattern against the black storefront surround and dark interior. It had my attention from across the mall, leading me closer, to be captivated by the interesting pattern. I actually found my self trying to see, snow flakes, flowers, even lace.
So the real question is what did I not see. Of course the main event absolutely disappears. The fix here is too easy to be missed. Just imagine what a great display this would have been had the mannequin been dressed in bold color blocked garments. I almost went in the store to see if they had a suggestion box. Also, on a more serious business note, this is some very expensive real estate. To expensive to be donated as a public service gallery when it should be selling a product.
I see and additional flaw in this display, which may be personal preference and pales in comparison to the aforementioned larger issue, but is, nevertheless, worth a mention here. I have a problem with headless mannequins in storefront displays. I find them unnatural and too cheap for all but limited use.