Photography: Jesper Lindström
STYLISH
Cover image: V Ave Shoe Repair (Guise)
With customers demanding an increasingly personalized experience, stores must project a distinctive visual style to stand out among the many uniform products and services out there. Stylish Retail Store Interiors analyzes a variety of case studies to outline the latest trends in retail design, from organizing store layout to designing enticing product displays, providing both a useful reference for professionals and a source of inspiration for students.
STYLISH
Edited by Brendan MacFarlane
Retail Store Interiors
Retail Store Interiors Edited by Brendan MacFarlane
$50.00 [USA] £35.00 [GB]
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Brendan MacFarlane, born in New Zealand, graduated from the Southern California Institute of Architecture (Sci-Arc) in Los Angeles (1984), and received his Master’s degree from the Harvard Graduate School of Architecture in Boston (1990). He has taught at the Bartlett School of Architecture in London, the Ecole Spéciale d’Architecture in Paris, the Harvard School of Architecture in Boston, and at Sci-Arc in Los Angeles. Brendan is regularly invited to participate in conferences and juries around the world, notably at the Architectural Association, the Pompidou Center, and at the Harvard Graduate School of Design. He is a partner in the architectural firm Jakob+MacFarlane, based in Paris, France.
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PREFACE
Jaspar Jansen (1970) and Jeroen Dellensen (1972) are the founding partners of i29 interior architects. Since its beginning, i29 has produced a wide variety of award winning projects, ranging from residential, commercial, retail, educational, and exhibition spaces. Many of these projects are nationally published and respected for their clarity. The firm i29 stands for a radical design attitude. A work ethic that leads to award winning design solutions depends on neither expensive materials nor technical show. They exert themselves in discovering unexpected concepts, bold contradictions and clear answers to any design question. Always made to measure for each client, they look for choices that can answer multiple questions at the same time. Their work tells a conceptual story about the company, the space, and its users. The firm represents a method in which architecture and interior architecture should come together in a model combination.
In the world of retail, today’s experienced dynamic consumers ask for experimental interior design solutions and strong visual gestures. A successful retail venue should resonate with the company's DNA and, above all, trigger the senses of its visitors at a glance. Therefore, it is a challenge for any designer facing a new retail project to combine fresh thinking and artistic gestures in their design approach, not only to create a design which is appealing and new, but also to trigger the senses and give customers a personalized experience.
subject related to the products. A shop can also be a place to organize a launch party where brands show related items in order to broaden interest among visitors A shop can hold some sort of social event where social media channels have a crossover with the products or to create exposure with their future clients. A well known concept of crossover in retail venues are combinations like a barber, bicycle shop and café all in the same environment. This concept should be stretched to create even more informative and personal events in retail.
Fashion is a world of super fast and ever-changing markets, whilst a durable shopping environment should obviously last for much more than one season. In order to stay informative, interesting and attractive to customers, another level of quality should be realized in a shopping environment. The quality of a successful retail design should therefore not depend on temporary trends, or just be focused on one single idea. It should answer multiple questions at the same time, telling a story about the company, the products, the space, and its visitors. And it also should stand time, being flexible to the needs of changing seasons and trends.
The future of retail is really challenging and constantly changing. Nobody knows where it will lead in the next coming ten years. Despite the challenge, the fact is that people are always curious for emerging artistic venues. A store can function as a creative platform that communicates with the audience about different subjects like food, fashion, beauty, art, and design. This would mean that it is not really about the products anymore, but more likely about experiencing a lifestyle and all related events around it, more experiential and information-based than focused on selling products.
The challenge is to make environments that impress. Whether thinking about a small pop-up shop, single brand venues or multi-brand warehouses, the key to success is a one-of-a-kind experience that has a long-lasting impression. A place where people can wander around, and explore new details every time they visit a shop. Ultimately, the shop interior should contribute to the need for customers to come back and enjoy its environment. The main reason why people go shopping is for the products and mainly not the retail environment itself, but a sense of exploration that triggers the senses surely benefits the customer journey. This leads to the subject of dig ital consumption versus physical retail places: to get the attention of more visitors in physical retail, there is a need for attractive, seductive and impressive shopping environments. However, not only can the nice interior help sales, but there has been a shift from selling single products to creating an overall experience. Customers nowadays ask for highly qualified staff to provide exclusive wrapping service as well as create a welcoming environment.
If this really is the future of retail, then it is probably the future of high-end brands and large shopping department stores. Smaller shops that are selling local or handmade products will always find their nice markets, but will be dependent on selling actual products. This does not mean that they are not capable of creating experiential environments. All venues are often ahead of the crowd because they are flexible and self-supporting. Not being dependent on brand restrictions, smaller shops can experiment and adapt easily within a short timeframe. They are also more personal due to having direct contact with their clientele. The ultimate challenge is to connect a true audience to your physical store, finding people who want to come back because of the great service, the surprising environment, or the interesting platform that has been created to trigger all senses. One way or another, retail interiors will change in the near future.
A shop can be more than just a place where you buy things. It can become a place where people give lectures about a certain 4
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INTRODUCTION
Chapter 1 Development of Retail Stores The importance of retail design and the place it holds in the public imagination is ongoing. At present, people can see a very rich array of design approaches that all have their validity in an ever more complicated and fast-evolving world. Of course, some look to the past with a certain nostalgic sense, as seen often by the contents of the stores themselves, their philosophies, and clientele. Others are catering directly to a more contemporary culture and their urges. Still others are delving and exploring into the future with consummate energy.
Overall, in the series of projects one sees in this book, there is a persistent tendency to break down the barrier isolating products designed for an interior resembling a perfect isolated world, removed from day-to-day reality. The inf luences of contemporar y society’s interests, especially for those concentrated in the questions of lifestyle, shows us the biggest changes, such as a search for associating a product with a larger realm of things. For example, in the area of ecosustainability, a search for nature and natural products has helped lead to the idea of breaking down this perfect and isolated world and placing the product at the center of a shop
01 / Ecomobility Showroom, by jump & fly, Xpacio
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02–03 / Zhongshu Bookstore, by Wutopia Lab
that seems more like a piece of nature itself (Fig. 01). Another aspect that is related to this idea of breaking down barriers is seen in research done by designers regarding popular culture and how this breaking down barriers can influence the store design and bring the retail experience closer to the consumers. This direction in design marks an intention to break down barriers between the product and the consumer. The influence of online shopping moving offline has been an interesting trend, making the invisible now materialized in an actual shop interior. The designers are continuously probing in what way this has been accomplished and how the trend influences design choices. In terms of future trends, we will see even more experimentation in this area as we explore more and more store designs hovering between the real and virtual world. Another aspect is that stores no longer only sell just one thing. This has been developing now and will continue to evolve,
alongside this idea that a lifestyle should be experienced through a number of different things in one shop. This has been pushed as customers have become more demanding. The influence of film, video and virtual reality on the design of stores will continue to influence more and more into the future. Both low-tech and high-tech projects are a means of escape into an endless world where the customers find themselves in a sort of “Alice in Wonderland” fantasy. Other trends that continue to evolve are the search for imaginative inter ior desig n that can dr ive product sales w ith their distinctive style and whimsy (Figs. 02—03). The use of the digital technology as an aesthetic generator or fabrication technique is an ongoing area of influence on store designs. A future trend is that store sizes may vary extreme in their scale, either reducing down to an intimate miniature store or developing a mega store. A store is a meeting place inside a city, where appointments can be made online for real events
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Tomorrowland Tailors, by Amezcua Sulwhasoo Flagship Store, by Neri&Hu HARMAY, by AIM Architecture Kirk Originals Flagship Store, by Campaign
occurring inside the actual store, where you are part of a huge population of users online and offline, where new immersive experiences can be had in customizing of the product. These are just some of the trends you will find over the course of the book detailing the most interesting and stylish interiors, the most thought-provoking, as well as the most memorable and successful retail spaces in the world today.
Chapter 2 Space
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Utilization of Interior Selling
The selection of color, lighting, and materials plays a vital role in the designing the interior retail space, especially the product exhibition space. The primary questions at the very beginning of the design process for most designers are what the store shows and sells in the space, how they can create a project as a container for the products, and what they intend to convey by their design to the costumers.
Clothing Tomorrowland Tailors suggests the contents of clothing, not by presenting the clothing directly. A wrap-around wall is designed with small-pixel bricks, creating a unique clothing fit-out. The stylish store design meets the needs of good lighting, interesting use of materials, and subtle presentation of the contents (Fig. 04).
Cosmetics A “lantern” is built into the design concept of the Sulwhasoo Flagship Store. The sophisticated yet simple structure made of a fine intricate brass matrix is a stylish container for beauty products sold in the store. The ancient and modern materials together create an interplay between products and store design. In addition, lighting is embedded into the structure, reflecting a variety of different colors, enhancing the product display’s sophistication. The matrix symbolizing an endless space leads the costumers to a rich shopping experience in the store (Fig. 05).
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The store for HARMAY is an offline space of online store. The store ref lects a strong but completely understated design as background for the product, placing an emphasis not on
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product packaging but promises. The shop design meets the aesthetic demand of minimalism and is the materialized version of the online space (Fig. 06).
Accessories The Kirk Or iginals Flagship Store in London presents a collection of glasses design in a simple but powerful and stylish way. The black walls as background pose a strong contrast with the handcrafted frames, highlighting the frames and drawing attention. The overall effect is like a flock of birds. The mask visors on the walls capture lighting cast in their direction (Fig. 07).
Vehicles The Ecomobility Showroom introduces the concept of nature into the store design. The atmosphere of the store is combined with natural landscape, creating a meandering path in the forest as a route for the costumers to walk on. Directional
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First-floor plan
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Shop layout playing with contrasts Display table Store manequins Installation of white panels and black frames
Second-floor plan
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Clothing
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02 / View of shop window with oval-shaped openings 03 / Interior of store
Concept drawing 70
Clothing
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Digital rendering of store’s layering 71
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04 / View to street with the oval-shaped vitrine for accessories 05 / Shoe display area
Section 72
Clothing
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Published in Australia in 2018 by The Images Publishing Group Pty Ltd Shanghai Office ABN 89 059 734 431 6 Bastow Place, Mulgrave, Victoria 3170, Australia Tel: +61 3 9561 5544 Fax: +61 3 9561 4860 books@imagespublishing.com www.imagespublishing.com Copyright © The Images Publishing Group Pty Ltd 2018 The Images Publishing Group Reference Number: 1448 All rights reserved. Apart from any fair dealing for the purposes of private study, research, criticism or review as permitted under the Copyright Act, no part of this publication may be reproduced, stored in a retrieval system or transmitted in any form by any means, electronic, mechanical, photocopying, recording or otherwise, without the written permission of the publisher.
Title: Author: ISBN:
Stylish Retail Store Interiors Brendan MacFarlane (ed.) 9781864707649
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Every effort has been made to trace the original source of copyright material contained in this book. The publishers would be pleased to hear from copyright holders to rectify any errors or omissions. The information and illustrations in this publication have been prepared and supplied by Brendan MacFarlane and the contributors. While all reasonable efforts have been made to ensure accuracy, the publishers do not, under any circumstances, accept responsibility for errors, omissions and representations, express or implied.
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