Retail design by Jeff

8/14/2019 Retail design by Jeff

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Retail design by JeffKindleysides

2008/6 Study group


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retail

Jeff Kindleysides

Jeff Kindleysides is the co-founder of Checkland Kindleysides, a UK-based brand designconsultancy,renowned for its expertise in retail design.


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Todays


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An Introduction to Retail Design

Retail design requires an understanding of what makes theretail experience unique.

Its the final challenge at the end of a sometimes long and

expensive route of consumer seduction .

The term retail design encompasses all aspects ofthe design of a store: ranging from store frontage ,fascia and signage , through to theinternal elements of furniture, merchandising ,display, lighting, graphics, point of sale and decoration.


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-Consumer expectations

Acting on both a conscious and subconscious level, itsaccepted that the design of a physical retail space can haveas much effect upon the consumers perceptions of a brandor retailer as the quality of the goods themselves.

RD

Retailers and manufacturers alike are constantly searchingfor ways in which to differentiate their offer and retaildesign offers a powerful way of delivering a unique point of

view.


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-Raising the bar

And as these consumers become ever more design literate,retailers in every sector realise that they must invest indesign, not only to exceed consumers expectations, but insome cases simply to meet them.

Within clothing retailing, for example it is apparent thateven value retailers have made significant investment inretail design in recent years, adopting the visual languageand signatures of middle and even high-end retailers

, having the effect of raising the bar even

higher.

Similarly, sectors such as financial services have also foundthat they need to follow suit.


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-Flexibility and evolution

Flexibility means stores work harder to be relevant and currentthroughout the entire retail calendar, and evolution involvescreating designs based on strong ideas which are ownable andcapable of being evolved to ensure relevance in the market.

Ensuring that the retail offer is absolutely relevant requires a mixof skills and talents. Research can play an important role injudging the direction of a design. And in some cases pre-design(case study& some theories) research can be a more powerful toolin creating a lasting solution than post-design (study model)research.

Investment in retail design carries with it many advantages ona macro level, retail design is helping to reshape and regenerateour city centres, while on a micro level it is helping individualretailers achieve increasing returns on investment, and stay aheadin a competitive market. ()


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The Business Case

RD (Retail Design) retail design is of direct relevance to businessdecision-makers

Over recent years it has become increasingly apparent thatinvestment in the design of a compelling andengaging physical store environment .

Above all, investment in retail design can mean that a

company is less likely to need to compete on price.


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-improving consumer experiences-improving consumer perceptions

RDnavigation and selection

>>RD

mobility accessibility MRT

RD


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-regenerating urban spaces

RD inner-citylandscape RD

The recent redevelopments of the Bull Ring in Birminghamcity centre and the opening of The Shambles inManchester, with the anchor store of Harvey Nichols, areboth shining examples of how retail design can transformthe appearance of a city centre and bring kudos tothe city as a whole.

Such developments attract people to spend more leisuretime in city centres and encourage people to live there.


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-increasing longevity and sustainability

RDRE retail environment

thinking

about efficiencies in sheet material sizes( ), using environmentally sound products ,value engineering to ensure practicality intransportation and assembly all save energy.


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-contributing to a booming economy

consumerism and shopping

RD

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You feel at home with the brand.

Its irreverent( ), chaotic, ad-hoc style lends( )only more interest and intrigue( ) to its proposition( ).

adhocracy n. adhoc cracy , ( )

The idea of deconstruction and deference() in Urban

Outfitters( ) interior architecture says as muchabout the company as brand. The eclectic merchandise and the highly visual

environments demonstrate how, through unpredictability,the stores remain a constant draw to the target consumerwho has a hunger for the new and surprising.


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not only upon peoples perceptions of thestore and its product offer, but peoples perceptions of anentire city center.

mall

Selfridges high street

neither intimidates

nor excludes retail

Selfridges 1+1>2


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layout that leads to a computerfilled observation suite( ) overlooking theshowroom sci-fi-esque exudes an advanced engineering aesthetic:


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Set in the centre of Nottingham, this 18th century,quintessentially( ) English town house captures theessence of Paul Smith brand, and it is interesting to seehow effortlessly the house becomes a retail space withoutactually affecting the interior.

eachtread of the staircase


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Topshop

London Fashion Week topshop

>> denim

( )

topshop PR it could have imagined.


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Camper

all in a line high fashion

High fashion: ;

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Details like these are key to the Camper brand: globallyfamiliar, locally different.


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Cinch is the London home of Levis premium product,which sells alongside other limited edition garments in a store targeting the young fashion devotees of theCarnaby Street area.

represent Levis denim


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RD TBC

1950 David Keira cash desk

fitting


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with an internationally-minded design solution. Research highlighted issues with Hong Kong customers domestic spaces,

as well as identifying their preference for fresh food, their daily shoppingroutines and an increased demand for safe ingredients.

wet marketsPARKnSHOPs

The freshmarket concept replicates the positive attributes of a wetmarket - noise, energy, activity and abundance but within a controlled,trusted supermarket environment. Placed at the heart of the store, themarket is surrounded by perimeter walkway - the power aisle - in which

hard to resist. Their workstations concealed within the merchandising furniture to allow

them access to each display throughout the day.

The overwhelming impression is not only of a store with a true sense oftheatre at its core, but with great relevance to its market.


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Documents

Retail design by Jeff