PHILOSOPHY

We take an entrepreneurial view of design.  We love the idea of long term relationships and always think in terms of partnership.  We understand that our client’s success is our success.

HOW WE WORK

Services are provided according to a process of collaboration between all primary parties.  Goals, tasks, and desired outcomes are organized around client approved parameters.

WHY CHOOSE US

We are design advocates for our client’s best interests, mentoring them through what can be a daunting process, often happening in an area outside of their normal business practice

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INSIGHTS:  A DISCUSSION ABOUT RETAIL DESIGN

Gaddis Architect specializes in all phases of 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.

Digital Signs & Real Products: A Winning Combination?

Inserting a lake, a gym and a hoarse into a display – If marketing guru’s are to be believed, bricks n mortar retailers would be wise to think about how their store designs and related merchandise displays might create an emotional connection between a shopper and the product being sold.  It has been suggested that one way to accomplish this is by summoning the context where the product might be used.  Does this mean that a diamond ring is better displayed when presented by candle light, flowers, a gourmet dinner?  What about a canoe, a pair of sneakers, a cowboy hat, …”  Do we need a lake, a gym, and a hoarse to suggest the desired context?  So it would appear, especially if we go by design strategies that we see being employed by businesses and retailers who seem to be surviving the effects of online sales.

An obvious way of inserting the lake, the gym and the hoarse into the scenario above is by the use of a digital sign.  Since these are clearly showing up everywhere in the public arena, we thought it worth examining how they are being used.  To that end we went happily to the epicenter of everyday electronics, Best Buy.  Before proceeding, a word about the images used here.  These are phone photos taken while I was in the store shopping for a TV which I purchased and will be used on a digital sign.  The comments which follow are intended to be instructive on a general topic and reflect on neither the practices and policies of Best Buy, nor the suppliers of the products on display.

Measuring Success – I evaluated each display below for:  a) Notice-aibility of the display – 5 pts,  b) Brand identity – 4 pts.,  c) Shopper connection with the context in which the product is presented – 3 pts.,  d) Shopper engagement with the product – 2 pts.,  e) Shop-abiltiy of the display – 1 pt.  I made a score card, success being assigned according to the order of importance on the list.  The highest possible score was 15 points.  Click through the images to see who won.

samsung simplisafe arlo smart security nintendo playstation xbox dyson whirpool
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This display is a real standout, which is accomplished by how it is composed into a unified presentation. The large, shiny merchandise is balanced nicely with a prominent image of the brand. Context and connectivity are created by the life style photo wall behind the display and then augmented at the micro level by the inclusion of an informational video showing both how the laundry got dirty and then adding instructions on how the appliances should be set to clean it up. The merchandise, which is labeled with price and specifications, can be handled and partly tried out, making this a shoppable display. The entire display gets a bonus point because it proves that neither a huge screen nor budget is necessary to create an effective marketing campaign to be presented on a digital display. Score: a.5, b.4, c.3, d.2, e.1, bonus 1 = 16 points total score

What is the point? – So why go through this exercise?  Many of us have been writing about the marketing importance of creating an emotional connection between a shopper and the product being sold. This is certainly important, yet there is another more practical conclusion to be had and it is most evident in the last and final slide in the sequence.  It has to do with our preconceived notions about costs, namely the best and most effective display in the sequence was also inexpensive to implement.  No customized light boxes, electronic displays, large TV’s or digital display screens are required. Nor are customize informational graphics, merchandise mounting systems, or complicated apps necessary for access to streamed information.

The winner is – The content of the Whirlpool display is no less curated because only a wall, a decal, a logo sign, a small smart TV, a power outlet and merchandise are required.  A message is delivered that clearly says, “this washer and dryer is able to provide clean safe clothes for your kids to wear when they are playing outside.”  If you are a retailer thinking about introducing technology into a store design, my first recommendation would be not to over complicate what must be done.

Free digital signage trial – Retailers, service providers, and non profits are operating in a new marketing environment requiring that their online and “bricks n mortar” presence be seamlessly integrated.  Business are now beginning to understand what museums have known forever; without curation there is only a warehouse.  To this end Gaddis Architect will soon be testing a new service designed to provide, manage and deliver curated content for use on digital signs.  To be notified about details of our free digital signage trial please join our contact list at the link

Retail Design 2019 – Authentic instead of Augmented

I recently read a blog post entitled “3 Retail Design Trends To Transform 2019.”  I thought the article offered a telling view of how retailers are thinking about marketing, and related store planning activities for the new year and beyond.  To summarize, not necessarily in order:

Brand Ambassador for Cake Decoration.

Trend Two said basically, when it comes to store design, technology has gone incognito in favor of “connections through context;”   meaning conversations with customers and links to community are created by customer interaction with tangible, tactile products.

This is a lot of words to say that if you are a shopper in a hobby and craft store with a compelling display of cake decorating tools, you may, not only pick one of these up and try it out, but also buy it as a gift for your cake decorating buddy who might then share the resource with the entire cake making class.  Bingo!  You have become an ambassador for the brand and it matters little if you purchased the device at an interactive kiosk, self checkout, or old fashioned POS station, implying that the sale was not made until you were able to hold the actual product in your hand.

Trend Three, still out of order, was about using the physical environment to “empower” – presumably customer – “behaviors” rather than the other way around.  The example cited is really esoteric in that everything in the shop has one price:  entry into the store, which will, ostensibly, buy the customer a relationship with another person or person(s) through the use of artistic expression operating by way of a convoluted “trade it forward” process.  If not very practical, it is definitely thought provoking.

I tried to think of another example of how this might work and could only come up with the idea of one of those chain letters that people send around instructing their friends to “pass it on” or something terrible will happen.  This idea was too creepy, even for me, so I decided to ignore it.  You can read about the example store at the link.

Trend One,  where we find the real substance,  suggests that “bricks n mortar” retailers are, indeed, justified in  advancing a real product as long as said product makes an emotional connection with the customer. It is an approach that places outcome over experience, motivation over behavior.

Still using the example of cake decoration, I went looking for a suitable visual expression of how it feels to create a valentine for a friend.  The image in the photo jumped out at me because, even in the non cake making world, it is totally relatable.  If I was a supplier of cake decorating implements, I would use it for a poster on a display targeting the non commercial market.

Lest one get too excited about the prospect of once more advancing a real product, it is probably important to say that accomplishing a  “retail design… about creating an emotional connection” is not so easy.  Detailed and specific knowledge about the customer base working together with a flexible store design  is required for success.

The referenced article appears in the Insights section of the Chute Gerdeman website.  Chute Gerdeman is a brand experience company located in Columbus, OH

Architecture Behind the Scenes: Not so Pretty but Really Important

Invisible?  Yes but design nevertheless.  This is part of an actual project done to explain a required plumbing modification to a property owner.  It was an old building with no record of existing conditions.  We assisted the property manager by assimilating photos, sketches, and contractor notes into an understandable format which allowed the owner to allocate funds for the repair.

What do Facilities Management Companies Do?

Did you ever take a look at the list of services offered by Facilities Management Companies?  These companies do everything from A to Z when it comes to existing properties and if one cares to run through Wikiapedia’s very unofficial list, they might find that all of the items involve an architect at some point along the way.

Environment, Health and Safety:  This is a big category.  Suffice it to say, in order to maintain their professional credentials architects are required to participate in continuing education.  This is most often done through attendance on educational presentations, classes, and seminars put on by product and industry professional experts.  These activities are measured in terms of time spent and category of subject matter.  The Health Safety and Welfare category carries the largest number of required learning units.  It is fundamental to the practice of architecture.

Fire safety:  Facilities managers are charged with maintaining, inspecting,testing, and reporting on the  the condition fire safety systems in a building.  Architects, along with their engineers, can often provide valuable documentation about these systems and may be imperative in the event modifications or improvements become necessary.

Security:  “Protection of employees and the business often comes under the control of the facilities management department, in particular the maintenance of security hardware.” All I need to say about this point is, think about those long tedious door schedules that show up on a set of architectural drawings for a property.

Maintenance, Testing and Inspections:  These days, this work is often outlined and planned  in the bid and contract documents for a project.  On bigger projects, computer aided building management software (BIM) may be used by architects and other trades to follow a project from the idea to occupancy.

Building Maintenance:  Building maintenance comprises all preventative, remedial and upgrade works…” including “…disciplines such as painting and decorating, carpentry, plumbing, glazing, plastering, and tiling.”  No explanation required here.  Most architects are happy to work on, and often improve the quality and implementation of any maintenance project requiring product research and detailing.

Cleaning:  What, one might ask, has an architect to do with cleaning?  Nothing, of course, but don’t be too hasty.  I actually worked on a project in a big open atrium that caused the facilities person no end of trouble because scaffolding was required for the window washers to access the interior glass and when they were finally able to reach the area to be cleaned, water dripped down onto the exposed fascia below causing discoloration and staining.  It was an architectural detail that finally solved the problem (drop me a note if you would like to know how it was done)

Operational:  “Soft” services are not in an architects purview but the “hard” services, such as the mechanical, fire and electrical services might be.

Business Continuity Planning:  This is another item that is not typically thought of as in an architects scope of service, yet I have worked on many projects that involved designing, coordinating and administering a temporary location that allowed a business to stay open during a major remodel.

Space Allocation and Changes:  I learned a new term in this category:  “Churn.”   It means frequent spatial changes in the layout of a space.  Well said, and certainly there is no question of an architects value in this department.  Moving things around in space is what we do!

Speak with a team member on your next project.