SPATIAL GUIDELINES
1
CONTENT PAGE
INTRODUCTION 6 CORE ASPIRATIONS
8
GUIDELINES RETAIL+SALON GUIDELINES
22
ZONING
24
PROGRAMME & LAYOUT
32
LANGUAGE & FORM
52
MATERIALITY & COLOUR PALETTE
58
LIGHTING, SOUND, & SCENT
68
MERCHANDISING, DISPLAYS & FURNISHING
82
AREA-SPECIFIC GUIDELINES
SAMPLE APPLICATION
4
104 132
ESTETICA
RETAIL GUIDELINES
138
ZONING
142
PROGRAMME & LAYOUT
150
LANGUAGE & FORM
170
MATERIALITY & COLOUR PALETTE
176
LIGHTING, SOUND, & SCENT
186
MERCHANDISING, DISPLAYS & FURNISHING
198
AREA-SPECIFIC GUIDELINES
220
SAMPLE APPLICATION
242
5
INTRODUCTION
7
INTRODUCTION > 6 CORE INSPIRATIONS
o N1
ACCESSIBLE LUXURY
8
ESTETICA
LUXURIOUS PAMPERING IS ABOUT A HOLISTIC SENSORIAL EXPERIENCE, ENCOMPASSING ALL 5 SENSES: VISUAL, AURAL, OLFACTORY, TACTILE, TASTE. AESTHETICS SHOULD BE SOPHISTICATED, YET APPROACHABLE & INVITING; ESTETICA’S TREATMENTS & PRODUCTS ARE AN EVERYDAY LUXURY. THE WHOLE EXPERIENCE IS CALM & RELAXING, PERMEATING A SENSE OF EASE & ELEGANCE; KNOWING FULL WELL OF THE IMPECCABLE SERVICE & PRIVACY AFFORDED. 9
INTRODUCTION > 6 CORE INSPIRATIONS
o N2
ENGAGED RETAILING
10
ESTETICA
IT IS IMPERATIVE THAT ESTETICA’S STORE FRONT ADOPTS A CLEAR & ENTICING VISUAL APPEAL. ATTRACTIVE RETAIL DISPLAY & LIGHTING SHOULD HIGHLIGHT THE PRODUCTS, ACTING AS A BILLBOARD FOR ITS OWN BRAND, WHILE ALSO CONVEYING THAT ESTETICA IS NOT JUST A SALON BUT A RETAIL SHOP AS WELL. VISUAL CUES ARE ESSENTIAL IN COMMUNICATING THE BRAND’S VALUES, IN THIS CASE THE EMPHASIS ON PAMPERING PRODUCTS GROUNDED IN SCIENCE. 11
INTRODUCTION > 6 CORE INSPIRATIONS
o N3
GROUNDED IN SCIENCE & TECHNOLOGY
12
ESTETICA
IN SUSTAINING TODAY’S DEMANDING & INFORMED CONSUMER ATTENTION, ESTETICA HAS AN EDGE OVER COMPETITORS WITH ITS SCIENTIFIC DRIVEN PRODUCTS & TREATMENTS. ESTETICA STRIVES TO CONTINUE TO REINFORCE ITS EMPHASIS ON SCIENCE & TECHNOLOGY ESPECIALLY IN THIS TIME & AGE OF INFORMATION & TECHNOLOGY. ESTETICA’S PRODUCTS, TECHNIQUES & PROCEDURES MUST EMBODY THIS IDEAL / NOTION IN LIGHT TOUCHES AT EVERY STEP FOR CLIENT CONFIDENCE. 13
INTRODUCTION > 6 CORE INSPIRATIONS
o N4
GENDER FRIENDLY
14
ESTETICA
WHILE ACKNOWLEDGING ITS CURRENT PRIMARILY FEMALE CLIENT BASE, ESTETICA AIMS TO BE A GENDER FRIENDLY SPA & SALON. IT HAS AN INVITING ENVIRONMENT COMPRISING OF A HANDSOME SELECTION OF MATERIALS WITH A COMBINATION OF CHIC DESIGN ELEMENTS. NOT SUPERFLUOUS IN EXPRESSION, BUT METICULOUS IN DETAILS & EXECUTION. IT HAS AN IMAGE OF AN EFFECTIVE & PROFESSIONAL SERVICE PROVIDER. 15
INTRODUCTION > 6 CORE INSPIRATIONS
o N5
MILLENIALS
16
ESTETICA
WHILE INTENDING TO EXPAND ITS APPEAL, ESTETICA DESIRES EQUALLY TO RETAIN THE PATRONAGE OF ITS LOYAL CUSTOMER BASE. THE ESTETICA BRAND ASPIRES TO BE RELEVANT & CONTEMPORARY; HOWEVER THE REVITALIZATION PROCESS WILL ALSO BE SENSITIVE TOWARDS THE PRESERVATION OF SIGNIFICANT & RELEVANT ASPECTS OF ITS CURRENT IMAGE. 17
INTRODUCTION > 6 CORE INSPIRATIONS
o N6
SPARKING THE IMPULSE
18
ESTETICA
TO ENTICE & ATTRACT THE CASUAL PASSERBY, ESTETICA AIMS TO PRESENT A WELCOMING & APPROACHABLE, BARRIER-FREE ENTRANCE INTO THE STORE. ATTRACTIVE VISUAL MERCHANDISING & DISPLAYS ON SERVICES OFFERED PIQUE INTEREST TO FIND OUT MORE IN-STORE. INFORMATION ON PRODUCTS & SERVICES IS DELIVERED IN MULTIPLE PLATFORMS (BOTH SELF AND STAFF GUIDED) TO SUIT DIFFERING CUSTOMER PREFERENCES. 19
GUIDELINES RETAIL+SALON
GUIDELINES > RETAIL + SALON GUIDELINES
RETAIL+SALON GUIDELINES In creating a complete spatial experience, the design process can be layered into 6 key components: 1.
Zoning acts as the base structure of understanding basic area locations, access points, and creating spatial strategies.
2.
Programme & layout focuses on fleshing out the strategies with exact spatial programming, with the physical parameters of each space, and partitioning, to create schematic layouts.
3.
Language & form takes the next step of sculpting shapes of surfaces and form-making in 3 dimensions; creating a cohesive design expression.
4.
Materiality & colour comes after as finishing treatments of these forms and surfaces.
5.
Lighting, sound, and scent act as a sensorial layer to the space to create an ambience.
6.
And finally merchandising, display, & furnishing are about how the space is accessorised and styled.
22
ESTETICA
23
GUIDELINES > RETAIL + SALON GUIDELINES > ZONING
ZONING THE MAIN SPATIAL STRATEGY DEVELOPED IS TO FOCUS AND HIGHLIGHT THE RETAIL COMPONENT TO CREATE A SPARK OF INTEREST IN THE PASSING CUSTOMER TO WALK-IN. THE FIRST ENCOUNTER OF THE CUSTOMER IS THE PUBLIC RETAIL ZONE. THE RECEPTION COMPONENT IS DESIGNED TO BE THE SECONDARY ENCOUNTER. THE SALON EXPERIENCE IS THE TERTIARY ENCOUNTER AND AFFORDED THE MOST PRIVACY.
24
GUIDELINES > RETAIL + SALON GUIDELINES > ZONING
TYPICAL CONDITION (1000 SQ FT.) SEQUENCE OF ZONING: Retail area to feature 3-5m run display + display islands Reception counter to be manned by up to 2 staff members Waiting area for up 1-2 people to wait in comfort Consultation room x2 Prep area – to be used by up to 2 staff at the same time (visible, but not accessible by customer) Face treatment room x3 (Min. 2100mm x 2475mm + 600mm sink & cabinet) Body treatment room x2 (Min. 2100mm x 2775mm + 600mm sink & cabinet) Shower adjoining body treatment room x1 Storage for machines, laundry, products, staff personal property, pantry
26
ESTETICA
27
GUIDELINES > RETAIL + SALON GUIDELINES > ZONING
COMPACT SALON CONDITION (<1000 SQ FT.) SEQUENCE OF ZONING: Retail area – 3-5m run display, display island with self-assessment kiosk not required Reception counter to be manned by up to 2 staff members Waiting area not required Consultation room x2 Prep area – to be used by two staff at the same time. May be concealed if it saves space Face treatment room x2 (Min. 2000mm x 2475mm + 600mm sink & cabinet) Body treatment room x2 (Min. 2000mm x 2775mm + 600mm sink & cabinet) Shower adjoining body treatment room x1 Storage for machines, laundry, products, staff personal property, pantry
28
ESTETICA
29
GUIDELINES > RETAIL + SALON GUIDELINES > ZONING
LARGE SALON CONDITION (2000 SQ FT.) SEQUENCE OF ZONING: Retail area – possibility of larger retail area 3-7m run display + display islands Reception counter to be manned by up to 2 staff members Waiting area for 3-4 people to wait in comfort Consultation room x3 Additional changing/powder room facility Prep area – to be used by up to 4 staff at the same time (visible, but not accessible by customer) Face treatment room x6 (Min. 2100mm x 2475mm + 600mm sink & cabinet) Body treatment room x4 (Min. 2100mm x 277 5mm + 600mm sink & cabinet) Shower adjoining body treatment room x4 Storage for machines, laundry, products, staff personal property, pantry (not accessible by customer)
30
ESTETICA
31
GUIDELINES > RETAIL + SALON GUIDELINES > PROGRAMMING & LAYOUT
PROGRAMMING & LAYOUT FURTHERING THE SPATIAL STRATEGY TO HIGHLIGHT THE RETAIL COMPONENT AND DRAWING WALK-IN TRAFFIC, THE RETAIL ZONE IS MADE HIGHLY VISIBLE BY REDUCING BARRIERS TO ENTRY AND DESIGNING THE ENTRANCE TO BE NON-INTIMIDATING. TO APPEAL TO A WIDER AUDIENCE, ESTETICA SHOULD PROVIDE MULTIPLE LEVELS OF SERVICE AND FEATURE-FILLED RETAILING: FROM A SELFGUIDED SHOPPING EXPERIENCE WITH SELFASSESSMENT POINTS, TO A FULL CONSULTATION BY THE SHOP ASSISTANTS. WITH THESE IN MIND, THE LAYOUT IS ARRANGED TO FACILITATE COMFORTABLE CIRCULATION FLOW AND INVITE CONSUMERS TO ENGAGE AND INTERACT IN A WELCOMING IN-STORE ENVIRONMENT.
32
GUIDELINES > RETAIL + SALON GUIDELINES > PROGRAMMING & LAYOUT
ENTRY POINT The shopfront is to be visually welcoming. Reducing physical barriers into the unit, a wide entry clearance is welcoming. Suggested minimum entry clearance at 3000mmW. Visual porosity into store is to be maximized especially at the main eye level zone 1200-1800mmH. Maintain view through into store at all times. Window display is not to be boxed into a shop window. Maintain open display area that allows customer interaction. Full width motorized shutters and sliding panels allow a barrier free and glassless frontage. Swing doors are discouraged as a store closure system.
34
ESTETICA
Visual porosity at eye level
Transparent roller shutters
35
GUIDELINES > RETAIL + SALON GUIDELINES > PROGRAMMING & LAYOUT
PROMINENT RETAIL ZONE The entrance is attractive and inviting to the passer-by; with engaging retail at the shopfront and attractive visual merchandising. First visual impact is the retail zone (apprx. 5-7m run of display shelves + retail islands). This needs to be prominent at the entrance with maximized visual impression across the whole length of the shopfront. Ensure barrier-free circulation to encourage browsing through the whole retail area.
ENVELOPING FORM An enveloping form is suggested for maximizing impression of retail area and to create a contained and immersive retail experience. This form is to be integrated into the shopfront to create a strong impression from unit exterior.
36
ESTETICA
37
GUIDELINES > RETAIL + SALON GUIDELINES > PROGRAMMING & LAYOUT
RETAIL STRATEGY & LAYOUT Instead of having a “store display window,” visual merchandising is carried through the whole retail area. Retail islands to be employed as feature foreground and to be used as expressive visual merchandising points with seasonal hero items. Additional programmes of self-assessment points, information points, product award display, skin lab, to be included. Islands to be located at front zone of storefront area and orientated so as to encourage flowing circulation instead of an obstruction. Refer to further detail in RETAIL ISLAND DESIGN (pg 114) Enveloping wall display shelves to be employed as a backdrop of product stock and information complete with tester stations at lower levels. Refer to further detail in PERIPHERY RETAIL SHELVES (pg. 108)
38
ESTETICA
39
GUIDELINES > RETAIL + SALON GUIDELINES > PROGRAMMING & LAYOUT
RECEPTION COUNTER LOCATION Reception counter is to play a supporting role to the retail area at front; maintaining substantial personal space for customers who prefer independent browsing. The reception counter should not be the first thing the customer sees. However maintaining a clear sight line to the reception counter is essential. Proximity to retail zone to be strategically considered for customers to ask for assistance and for security overview of store. The reception counter to be located at rear zone of shopfront area, servicing both the retail area and salon waiting area. Orientation of counter should not be located parallel to shopfront entrance. The counter is to be side facing or located toward the side of the entrance. Refer to further detail in RECEPTION COUNTER DESIGN (pg 116).
40
ESTETICA
41
GUIDELINES > RETAIL + SALON GUIDELINES > PROGRAMMING & LAYOUT
SHOWCASING SCIENCE & TECHNOLOGY Where possible, instead of obscuring the back-of-house, these processes should be thoughtfully showcased to highlight the scientific origins of Estetica’s products and the stringent processes observed by Estetica’s trained aestheticians. Prep area can be showcased as a threshold to treatments or as a backdrop to the waiting area. Refer to further details in PREP AREA (pg 122)
42
ESTETICA
43
GUIDELINES > RETAIL + SALON GUIDELINES > PROGRAMMING & LAYOUT
CIRCULATION Circulation into salon consultation and treatment areas is never in direct line of public sight for privacy. Ensure comfortable circulation at all customer areas, minimum 900mmW. Where possible, allow additional width to circulation (up to 1300mmW).
44
ESTETICA
45
GUIDELINES > RETAIL + SALON GUIDELINES > PROGRAMMING & LAYOUT
ENHANCING SPACIOUSNESS Entry and bed orientation of treatment rooms to maximize impression of spaciousness. (E.g. door should not be positioned such that it would open to short end of the bed) To maintain a sense of luxury, any furniture in small or tight areas is to be designed with ample elbow, leg and toe room in mind. E.g. Table may be cantilevered, table edges to be rounded, chairs to be centre based instead of 4-legged.
46
ESTETICA
47
GUIDELINES > RETAIL + SALON GUIDELINES > PROGRAMMING & LAYOUT
FUNCTION & UTILITY Function & utility should be well considered & integrated seamlessly, via effective and sufficient storage systems. All supporting equipment & paraphernalia to be in storage/concealed when not in use but easily accessed when required. All fixing devices, wiring, clips, transformers and other mechanisms required for signage, lighting and power points must be concealed and/or integrated within the shop design. Building columns, hosereels or any other building services, if present within the lease line, must be concealed and/or integrated with the shop design (bearing compliance to prevailing authority regulations).
48
ESTETICA
49
GUIDELINES > RETAIL + SALON GUIDELINES > PROGRAMMING & LAYOUT
EQUIPMENT STORE Dedicated storage space to be allocated for machinery outside of the treatment rooms when possible. Equipment and machines should not be stored in the treatment rooms unless being used for the upcoming treatment session. Equipment that cannot be stored or hidden should be positioned neatly. Laundry area and machine storage is not to be visible to customers at all times.
50
ESTETICA
51
GUIDELINES > RETAIL + SALON GUIDELINES > LANGUAGE & FORM
LANGUAGE & FORM CREATING IMPACTFUL AND RECOGNISABLE SPATIAL FEATURES IN A COHERENT DESIGN LANGUAGE CAN CONTRIBUTE SIGNIFICANTLY TOWARDS BUILDING A STRONG BRAND IDENTIFIER. IT COMMUNICATES THE CORE ASPIRATIONS OF ESTETICA TO NEW AND EXISTING CUSTOMERS. THE CORE ASPIRATIONS OF “ACCESSIBLE LUXURY” AND “ENGAGING RETAIL” ARE THE STARTING POINTS TO DEVELOPING A LUXURIOUS, STREAMLINED AND CONTEMPORARY DESIGN LANGUAGE.
52
GUIDELINES > RETAIL + SALON GUIDELINES > LANGUAGE & FORM
CURVILINEAR LANGUAGE Overall design aesthetics to be modern and streamlined to be relevant to the Millennial generation. This also serves to portray professionalism and hint at the scientific origins of the brandâ&#x20AC;&#x2122;s products and treatments. For a continuous sense of luxury and pampering, gentle gradients and curves are utilized to soften hard edges and cocoon the customer in a pampering and welcoming space. Hence a curvilinear language is developed. Employed in a controlled manner, they exude a sleek and modern futuristic connotation, further hinting at the scientific and professional connotations. The customer should encounter rounded corners as they navigate the space instead of hard corners and sharp turns. This is achieved through curving the circulation routes on plan. Recommended radius of curves on plan from 300mm. Larger radius curves can be combined to create S shaped curves where suitable to create swells for added spatial interest.
54
ESTETICA
55
GUIDELINES > RETAIL + SALON GUIDELINES > LANGUAGE & FORM
CURVILINEAR LANGUAGE Large curves are also to be expressed on elevation as part of the design language. Wide curves and rounded edges to be utilized at shopfront to open up to be inviting. Recommended radius of curves on elevations from 800mm. The curvilinear features are to be highlighted and accentuated through the use of concealed cove lighting and accent trims. Care should be taken to use curves in moderation to avoid exaggerated flourishes. Avoid exaggerated flourishes as the design will look fussy and decorative instead of professional.
56
ESTETICA
57
GUIDELINES > RETAIL + SALON GUIDELINES > MATERIALITY & COLOUR PALETTE
MATERIALITY & COLOUR PALETTE A BALANCED SELECTION OF COLOURS, TONES, AND MATERIALS, TO CREATE A SPACE THAT IS INVITING AND PAMPERING. SHADES OF WARM GREYS AND VARIETY RICH TEXTURES EMPLOYED TO CREATE A LUXURIOUS, GENDER FRIENDLY ENVIRONMENT THAT IS INLINE WITH PROFESSIONAL AND SCIENTIFIC CONNOTATIONS.
58
GUIDELINES > RETAIL + SALON GUIDELINES > MATERIALITY & COLOUR PALETTE
LUXURY OF MATERIALS Materials to exude luxury with the use of richly textured materials with reflective materials as feature accents. To enhance the feeling of luxury, hard surfaces to be offset with highlighted soft materials where possible and appropriate. Avoid overwhelming amount of cold and hard surfaces as listed below: “Cold” & “Hard” materials: (used in moderation, up to 30%) - Metals - Glass & mirrors - Solid surface - Polished stone - Solid colours - High gloss lacquer “Warm” & “Soft” materials: (used overall) - Timber, veneer & wood grain laminates - Wallcovering - Fabrics and curtains - Carpets
60
ESTETICA
61
GUIDELINES > RETAIL + SALON GUIDELINES > MATERIALITY & COLOUR PALETTE
COLOUR PALETTE Overall environment to be in warm light grey tones with a hint of signature purple accent. Combination of off white tones and materials to be used to brighten the space. Avoid cool or dark greys which will make the space feel clinical and intimidating. Signature purple to be used in a subtle fashion and targeted areas as a visually memorable accent. Suggested percentage of purple accent to be 10%. Signature purple is not to be utilized in the overall spatial surfaces. e.g. large wall panels, joinery, flooring. Signature purple is used as a callout device and feature accents. Signature purple is used in product info card, digital displays, packaging, product plinths and decorative visual merchandising accessories. Decorative fabrics, carpets, lighting, floral arrangements, artifacts, colourtinted glass etc. are to be in the same shade of Estetica signature purple.
62
ESTETICA
63
GUIDELINES > RETAIL + SALON GUIDELINES > MATERIALITY & COLOUR PALETTE
SUGGESTED MATERIALS & APPLICATIONS Highly textured materials in light grey or off-white tones to be used across the units. Suggested materials listed below: a) Durable wallpapers with neutral fabric textures (linen, silks, tweed, woven) are encouraged for large wall expanses. Avoid graphical patterned wallpapers. b) Natural timber veneers or laminates with attractive grains to add visual texture and warmth. Avoid rustic textures and colours. Material to be applied to larger areas e.g. wall paneling, larger joinery items. c) Mirrors, metals and other reflective surfaces (e.g. piano finish lacquer, metallic finishes) to be used as accents and trims. d) Polished or honed marble and natural stones with attractive grain to be used as accents at customer touch points (i.e. counter tops). e) Carpet selection to give a sense of luxury & hospitality. Carpets with slight sheen are encouraged. Flat weave carpets are discouraged. f) Fabrics that look soft to touch and with a gentle sheen (e.g. velvets, satin, Xorel) is encouraged to be used as wall panelling and furniture upholstery. g) Natural stone and terrazzo is preferred for flooring material. If using homogenous tiles, ensure selection is textured and does not look flat in a large expanse.
64
ESTETICA
65
GUIDELINES > RETAIL + SALON GUIDELINES > MATERIALITY & COLOUR PALETTE
MAINTENANCE & DURABILITY Colours and textures of materials to be considered for ease of maintenance and durability. Special attention to be paid to materials that are customer facing, especially customer touch points (e.g. counter tops, shelves) are to be of high quality and robust.
66
ESTETICA
67
GUIDELINES > RETAIL + SALON GUIDELINES > LIGHTING, SOUND, & SCENT
LIGHTING, SOUND, & SCENT CREATE AN IMMERSIVE RETAIL AND TREATMENT EXPERIENCE WITH A CAREFULLY ORCHESTRATED ATMOSPHERE INCORPORATING LIGHTING, SOUND AND SCENT.
68
GUIDELINES > RETAIL + SALON GUIDELINES > LIGHTING, SOUND, & SCENT
GENERAL LIGHTING General lighting to adopt an ambient lighting attitude with thoughtfully focused spot/feature lighting for retail island highlights, product lighting, and task lighting (e.g. POS station, prep area work counter, treatment). Extensive use of concealed cove light is encouraged to achieve soft diffused lighting throughout the space. Lighting temperature and lux levels to be consistent and harmonious through all areas until reaching the treatment room. Maintain lighting colour temperature to warm white 3000-3200k .
70
ESTETICA
71
GUIDELINES > RETAIL + SALON GUIDELINES > LIGHTING, SOUND, & SCENT
FEATURE LIGHTING Strategic lighting on products to be employed. Use of integrated shelf lighting is encouraged to call out the products (e.g. concealed backlight for even lighting, cove lighting, backlit, bottom lit). Any feature lamps and lighting installations used are to be sleek and modern in aesthetics.
72
ESTETICA
73
GUIDELINES > RETAIL + SALON GUIDELINES > LIGHTING, SOUND, & SCENT
PERSONALIZED LIGHTING Personalised control of mood lighting through colour control LEDs can be used in treatment rooms to suit customerâ&#x20AC;&#x2122;s mood preferences. Preset colour modes to be used as a standard configuration.
74
ESTETICA
75
GUIDELINES > RETAIL + SALON GUIDELINES > LIGHTING, SOUND, & SCENT
GENERAL ACOUSTICS The overall acoustic environment should be hushed, relaxed and peaceful. Loud, shrill and harsh sounds especially from outside the unit should be dampened or diffused. Materials with good sound absorption (e.g. upholstered panels, curtains, carpet) are encouraged to dampen sounds. Avoid using glass shelves and table tops to reduce clank of items being placed on these surfaces. If required, perforated wall or ceiling acoustic panels to be integrated into design. Decorative acoustic diffusers may also be integrated into store design. Avoid utilising exposed foam panels to maintain perception of luxury. Where location of the unit is close to loud and busy environments, glazing may be considered as a sound barrier if required.
76
ESTETICA
77
GUIDELINES > RETAIL + SALON GUIDELINES > LIGHTING, SOUND, & SCENT
MUSIC SELECTION Music selection to be curated and standardised. A centrally controlled and distributed playlist that is updated regularly to be used. Mood of music to relaxing and ambient. Avoid overtly thematic music (e.g gamelan, Tibetan chants, etc.).
PERSONALIZED MUSIC Personalised music option for the treatment rooms via usage of iPod and other portable music devices. Speakers to be visible to customers and easily accessed for them to input their music. Bluetooth or other multi-platform speakers to be used to cater to customerâ&#x20AC;&#x2122;s differing music devices.
78
ESTETICA
79
GUIDELINES > RETAIL + SALON GUIDELINES > LIGHTING, SOUND, & SCENT
SCENT TECHNOLOGY A relaxing signature scent to be utilized throughout salons. Avoid floral and feminine scents for gender-friendliness. Signature scent to be equally diffused through all spaces. Delivery vehicle of scent (if visible) to suit modern and luxurious aesthetics of the store. Modern design, lean lines and darker coloured glass or metallic vessels add a touch of masculine luxury.
80
ESTETICA
81
GUIDELINES > RETAIL + SALON GUIDELINES > MERCHANDISING, DISPLAYS, & FURNISHING
MERCHANDISING, DISPLAYS, & FURNISHING MERCHANDISING PLAYS A PIVOTAL ROLE IN THE SALEABILITY OF PRODUCTS. BESIDES BEING ATTRACTIVE, VISUAL MERCHANDISING TAKES INTO ACCOUNT THE DISSEMINATION OF INFORMATION, EXPLORING THE PRODUCT AND ITS BENEFITS, AWARDS, ETC. INFORMATION LAYOUT THAT IS EASY TO COMPREHEND AT A GLANCE KEEPS THE CUSTOMER RELAXED AND AT EASE TO NAVIGATE THE STORE AND PRODUCTS. TO ATTRACT THE MILLENNIAL GENERATION WHO ARE ADEPT AT ACQUIRING AND ANALYSING INFORMATION BEFORE MAKING AN INFORMED DECISION, AVAILABILITY OF INFORMATION IN DIFFERENT FORMATS ACTS AS A STRONG MARKETING TOOL. ATTENTION TO DETAIL IS THE HALLMARK OF LUXURY AND PROFESSIONALISM. EVERYTHING THAT IS VISIBLE TO THE CUSTOMER HAS TO BE AESTHETICALLY CURATED FOR A COHESIVE IMAGE.
82
GUIDELINES > RETAIL + SALON GUIDELINES > MERCHANDISING, DISPLAYS, & FURNISHING
VISUAL MERCHANDISING Attractive lifestyle-driven visual merchandising is carried through the space, clustered on the retail islands to enhance connotations of accessible luxury. Lifestyle items (e.g. fresh floral arrangements, scent distributors, vases, candles) in signature Estetica purple tones are to be used as part of VM strategy.
84
ESTETICA
85
GUIDELINES > RETAIL + SALON GUIDELINES > MERCHANDISING, DISPLAYS, & FURNISHING
PRODUCT INFORMATION Implementation of product & price description cards alongside products, write-ups promoting its scientific qualities / benefits for self-guided shopping. All product info cards/price tags, etc. to be standardised and holistically considered regardless of product brands (e.g. est lab, Ericson lab). Take-home information on products made available via physical & digital formats. Any printed catalogues and product cards for customer perusal to denote luxury. Suggested paper weight 150gsm, card weight 300gsm.
86
ESTETICA
87
GUIDELINES > RETAIL + SALON GUIDELINES > MERCHANDISING, DISPLAYS, & FURNISHING
SELF-ASSESSMENT & PRODUCT RECOMMENDATION To increase customer engagement, interactive self-assessment kits (whether analogue or digital) to be introduced, and act as a key retailing strategy. These provide the customer with a self-guided way to shop and find suitable products and services recommended based on the individual needs and concerns without having to engage with the sales assistants. These points are to be located at called out retail islands for immediate attraction or at periphery wall shelve area as discovery zones. This should be employed as easy to use devices, (e.g. apps on a touchscreen tablet) and integrated into the design of the store joinery.
88
ESTETICA
89
GUIDELINES > RETAIL + SALON GUIDELINES > MERCHANDISING, DISPLAYS, & FURNISHING
PRODUCTS FOR MEN Where applicable, products & treatments that are also suitable for men should be clearly visible alongside products for women to attract male customers. Any advertisement campaigns for men to be featured in-store. Display area to feature poster highlighting products suitable for men. Introduction of darker handsome colours (e.g. dark grey, dark brown) to call out difference from other ranges. Esteticaâ&#x20AC;&#x2122;s signature purple to be applied in only small amounts.
90
ESTETICA
91
GUIDELINES > RETAIL + SALON GUIDELINES > MERCHANDISING, DISPLAYS, & FURNISHING
STAR PRODUCTS & AWARDS DISPLAY Individual award-winning products to be highlighted in a purposeful, presentable and homogenous manner through using specially designed call out display cases and plinths. The aim of the display case is to call out these star products and to look precious within a glassy case. Clear acrylic may be used for practical and safety reasons. Award product display cases should be designed with clean minimal lines in modern aesthetic. Product stands and plinths to be designed as a series with varying heights and sizes in a matching family for differing functions and for displaying different sized items. Plinths to follow modern aesthetic and feature rounded corners to mirror the design language. These custom display stands and plinths to incorporate product lighting. Signature purple to be applied as a call out device. These star products are to be displayed at main periphery product display area with integrated call out display cases.
92
ESTETICA
93
GUIDELINES > RETAIL + SALON GUIDELINES > MERCHANDISING, DISPLAYS, & FURNISHING
STAR PRODUCTS & AWARDS DISPLAY For product display on retail islands, product stands and plinths should be utilized to give importance to the products. Information about award winning products to be displayed with products. Clear acrylic magnetic frames and display stands to be used for info cards (A5 and smaller). Awards trophies and certificates should not be randomly displayed. They are not to be used as “decorative” elements (i.e. not to be hung on walls or scattered throughout unit to fill blank walls). Awards trophies and certificates should be curated and compiled for customers to peruse at the waiting zones (e.g. waiting area, reception desk). Presentation of these awards and certificates is to look precious and important. They may be compiled in a bound book or loaded into a tablet as part of Estetica’s brand and story.
94
ESTETICA
95
GUIDELINES > RETAIL + SALON GUIDELINES > MERCHANDISING, DISPLAYS, & FURNISHING
DIGITAL DISPLAYS Digital displays are encouraged to provide a dynamic way to disseminate information. Digital displays to be located at areas where customers are browsing and waiting, e.g. reception counter, product display zone. To maintain the concept of Accessible Luxury, the dimensions of screens are to be human scaled, and limited to small tablet sizes. The displays act as controlled visual interest and are experienced up-close. It should not be treated as a large backdrop splash. Display screens are to be integrated into the wall or joinery design. Otherwise, if they are called out, they should be designed with elegantl sleek frames/stands and be treated as a feature or paired with visual merchandising. Larger television screen to be utilized in waiting area for screening advertisement campaigns. The screen should be integrated into space / walls, etc.
96
ESTETICA
97
GUIDELINES > RETAIL + SALON GUIDELINES > MERCHANDISING, DISPLAYS, & FURNISHING
EQUIPMENT & HARDWARE Appearance of all equipment & hardware to look visually & technologically advanced where possible. Equipment with clean lines, sleek design with consolidated cable points and integrated structure (i.e. stand, castors, input points) are preferred. Colour of equipment to be in metallic finishes, white, black or grey.
98
ESTETICA
99
GUIDELINES > RETAIL + SALON GUIDELINES > MERCHANDISING, DISPLAYS, & FURNISHING
FURNISHING & DECORATIVE OBJECTS All furniture to be structurally sound and sturdy. Ample leg room to be considered when selecting furniture. All decorative items to be neutrally textured (e.g. fluted, frosted, pleated, quilted, pinched, buttoned, dimpled). Overtly feminine textures and patterns (e.g. ruffles, lace, floral patterns, organic flourishes) to be avoided. Any wall hanging art to be sculptural in nature. Product posters and flat paintings are discouraged. If required, they should be framed to look modern and luxurious or integrated into the space. All decorative items to be modern and sleek in aesthetics and colour coordinated in neutral material finishes and Esteticaâ&#x20AC;&#x2122;s signature purple.
100
ESTETICA
101
GUIDELINES > RETAIL + SALON GUIDELINES > MERCHANDISING, DISPLAYS, & FURNISHING
ESSENTIAL COLLATERAL & ACCESSORIES All essentials (handwash basin, worktops, mixing bowls, containers, tissue boxes, stationery, office supplies, etc) to be standardised & holistically considered. Items that are used together should be matching in material, colour and design aesthetic. Items to be modern and minimal in design. They should look neutral rather than grab attention. Items to be in neutral colours ( e.g. natural material colours, white, grey, beige) or coordinated in signature purple.
102
ESTETICA
103
GUIDELINES > RETAIL + SALON GUIDELINES > AREA-SPECIFIC GUIDELINES
AREA-SPECIFIC GUIDELINES SHOPFRONT SIGNAGE DESIGN The logo should always express quality and luxury. The logo should be treated as a precious emblem. It should not be utilized as large over-scaled environmental graphics. The logo and brandmark should be seen in its entirety; it should not be cropped or skewed. Allow ample visual breathing room around logo for sense of luxury and elegance. Signage to be prominent and self-illuminated. Logo signage should be constructed from 3D cutout acrylic or metal. Avoid utilising logo in a flat light box and typical horizontal band across shopfront as main signage device. Any logos or signage within unit to be scaled to smaller proportions accordingly.
104
ESTETICA
105
GUIDELINES > RETAIL + SALON GUIDELINES > AREA-SPECIFIC GUIDELINES
SHOPFRONT SERVICES MENU Services menu display should be well considered and integrated into the shopfront design. Menu should not be placed against a solid wall but should feel open with view through into the unit. The menu should exude quality and be interactive, e.g. a hardbound flipbook or a touchscreen tablet. Menu display should be sturdy in construction. Menu and display method should match interior joinery and fittings design and integrated as part of the design. Spot lighting at menu to be utilised. Standalone lecterns bearing menus are discouraged.
106
ESTETICA
107
GUIDELINES > RETAIL + SALON GUIDELINES > AREA-SPECIFIC GUIDELINES
RETAIL AREA PERIPHERY RETAIL SHELVES To highlight the retail aspect of the brand, the design of the main periphery retail shelves is to keep focus on the product. To denote luxury, product display should not be positioned outside of the height zones 900-1900mm . This allows products are to be celebrated and showcased in a focus zone of the customerâ&#x20AC;&#x2122;s eye level (from 900-1900mmH). This display zone is to be attractively illuminated with integrated cove lights. Light coloured fabric or wallcovering to be used in this zone to add softness as a backdrop to the product display. To maintain visual focus on the main products on display, all product shelves within this zone to be thin and light but securely fastened. A large volume of products should be displayed here. Quantum of products on display to highlight immediate availability of items on sale. Suggested min. quantity of display stack to be 3 products deep x 3 products wide, or 2 products deep x5 products wide. The space surrounding the main product display zone is kept neutral and unassuming as a background. This area should be darker than the illuminated product display zone to provide contrast. Product stock to be concealed in periphery shelf joinery for ease of access. All fixings for cabinet doors to be concealed, use of magnetic catches are encouraged.
108
ESTETICA
109
GUIDELINES > RETAIL + SALON GUIDELINES > AREA-SPECIFIC GUIDELINES
RETAIL AREA PERIPHERY RETAIL SHELVES Tester zone to be located at bottom tier of periphery wall shelves at 9001000mmH. Tester unit is clearly marked and set apart from main stack of product (e.g. utilising product plinths). Main product grab & go zone to be located at 900-1500mmH zones. Main product information points should be located at eye level zone @1300-1500mmH and integrated into the shelf design. These posters are to be viewed up-close and should be no larger than A4. Posters to feature signature purple to highlight and accent the information points. Award product display cases, larger information panels to be located at highest zones 1700-1900mmH. Additional product stock (repeat items) may be located at highest zone 17001900mmH.
110
ESTETICA
111
GUIDELINES > RETAIL + SALON GUIDELINES > AREA-SPECIFIC GUIDELINES
RETAIL AREA RETAIL ISLAND DESIGN Besides the product display band, feature retail islands are used as focal points in the store. They should be designed to be unique and stand out from the periphery shelves and storage. Retail islands to be located at front zone and to be orientated so as to encourage flowing circulation into the rest of the space. Retail islands are not to be used as main product stock display but as an avenue for attractive visual merchandising and seasonal product display. Retail islands should form a cluster of platforms of different tiers. This is useful to increase visibility of display on the different tiers. Different platform heights are also to be used to distinguish between different programmes (e.g. POS, display, info points). The design aesthetic is to be contemporary and elegant, featuring sculptural and delicate qualities in the design (e.g. legs or frame design). All island top edges to be rounded. Size of islands to be dependent on site and function with minimum 1000mm circulation clearance all around. Wider space is encouraged whenever possible.
112
ESTETICA
113
GUIDELINES > RETAIL + SALON GUIDELINES > AREA-SPECIFIC GUIDELINES
RETAIL AREA RETAIL ISLAND DESIGN Island tops are low to be inviting, ranging from 750-900mmH. Where required, islands meant for information displays may be higher. However it is not to exceed 1100mmH to provide uninterrupted view through whole store. Feature highlight material to be used for island counter tops. Light coloured material to be used for the countertops to allow display items to stand out easily. To further call out focus to the retail island, vertical relationship to the main island cluster is to be expressed through feature ceiling design or feature light installation. Ceiling spotlights to be provided to highlight displays on the retail islands.
114
ESTETICA
115
GUIDELINES > RETAIL + SALON GUIDELINES > AREA-SPECIFIC GUIDELINES
RETAIL AREA RECEPTION COUNTER DESIGN The reception counter should notacts as a standalone POS unit. Additional zones for visual merchandising / information is to be integrated into the reception island to be multi-programmed. The reception should feel approachable from multiple points. Reception / cashier counter should not be a designed as statement item; instead it is to match the design of the retail islands. Reception counter to be manned by up to 2 staff members with height of counter at staff side to be 850mmH (working at standing height.) Height of counter at customer side to be 1000mmH. Secondary logo to be located behind reception. Material of the customer facing countertop to be durable and exude luxury and quality. All wiring, ancillary equipment (e.g. printer, fax machine, etc.) should be integrated and concealed from customerâ&#x20AC;&#x2122;s view.
116
ESTETICA
117
GUIDELINES > RETAIL + SALON GUIDELINES > AREA-SPECIFIC GUIDELINES
SALON SALON RECEPTION & WAITING AREA This area is to feel more private and pampering compared to the retail zone for customers to make appointments and wait in comfort. Waiting area and spa appointment next to reception is to be visually separated from the retail area so the customer does not feel like they are in a retail environment. Waiting area should not be closed off completely in a separate room. There must be a direct connection to the reception counter for ease of servicing by the reception. Circulation into this area is to flow in from the retail area to the reception counter and into the waiting area through the use of continuous form/curves from joinery design. Carpet or area rug to be utilized to provide softness underfoot. Waiting area to seat 2 to 3 separate parties comfortably.
118
ESTETICA
119
GUIDELINES > RETAIL + SALON GUIDELINES > AREA-SPECIFIC GUIDELINES
SALON SALON RECEPTION & WAITING AREA Comfortable lounge furniture to be utilized in this area. Seating is to be soft and plush lounge with ample cushions. Allow coffee table for cups, magazines, etc. Lifestyle items and accessories (e.g. flowers, candles, objects d’art, table lamps) to be utilized to create a cosy and hospitable environment. The waiting area should provide avenues for the customer to be entertained as they are waiting. Estetica’s story and awards and certification can be collated into a book for customers to flip through. Magazines to be provided for perusal. The prep area showcase can be oriented towards seating area. Customers can observe the treatment products being prepared as they wait. Refer to further details at PREP AREA (pg 122) TV advertisement campaigns can be featured with small to mid-sized TV. The screen is to be integrated into the design or joinery. The TV screen should not be plainly wall mounted as an afterthought. All wires are to be concealed.
120
ESTETICA
121
GUIDELINES > RETAIL + SALON GUIDELINES > AREA-SPECIFIC GUIDELINES
SALON PREP AREA Strategically located vision panels to showcase preparation processes to be employed when possible. Design of prep area to be match design of periphery wall storage designs. Tinted glass may be utilized to reduce glare of task lighting at prep area if required. Staff to ensure all areas that are visible by customers must be neat and clutter free at all times. Storage to be out of sight. All refrigerated storage to be concealed or located below counter top level. Equipment utilized to be modern and high-tech in aesthetics.
122
123
GUIDELINES > RETAIL + SALON GUIDELINES > AREA-SPECIFIC GUIDELINES
SALON CONSULTATION ROOM To maintain customer focus on the consultation experience, avoid distracting colours, patterns and art on the walls. Any equipment or appliance that may be disruptive (e.g. telephone) should not be located in the consultation room if possible. Sufficient leg and elbow room to be considered for joinery design and furniture selection. Chairs to be upholstered for customer comfort. Ensure lighting levels are comfortable for peaceful reading without strain or glare, approximately 100 lux level. Products displayed in consultation room must be neatly arranged in a contained position, i.e. using trays, plinths, shelves. Product is to be displayed in a showcasing manner (1 pc per item only), not as stock. Any excess stock to be stored in cabinets. If refrigerated storage is required, ensure it is concealed within joinery. Computer and other equipment used to be modern and high-tech in aesthetics where possible. Equipment should be in matching colours and finishes when possible. Any ancillary equipment not required for customer use/interaction (e.g. printers, modem, punchcard) to be concealed from customer view. Technicianâ&#x20AC;&#x2122;s personal property should be stored separately and concealed.
124
125
GUIDELINES > RETAIL + SALON GUIDELINES > AREA-SPECIFIC GUIDELINES
SALON TREATMENT ROOM Required items (sink, mirror, storage, worktop) are to be designed and integrated into the space, not added as an afterthought. These areas will be key design features and focal points of the room. The design elements for the treatment room are to be 4 main components: curved ceiling, treatment bed, wall mounted feature mirror and counter joinery. Curves are to be achieved in the small room through a curved dropped ceiling with concealed illumination. This cove to be colour control LED for customer personalization. Lighting in treatment room to be dimmable. Wall mounted feature mirror to be a large spatial artifact with curved edges. It is to be illuminated for accent. Other hanging pictures and posters are discouraged. For an impression of comfort and luxury, Comfortable and inviting treatment bed with fine quality bedding and towels are to be used. A headrest is to be provided and displayed on the treatment bed even if not required in proceeding treatment. Worktop area to feature highlighted luxurious material like natural stone.
126
ESTETICA
127
GUIDELINES > RETAIL + SALON GUIDELINES > AREA-SPECIFIC GUIDELINES
SALON TREATMENT ROOM Bag and clothes hangers and storage to be provided for customer comfort. Clear areas for customer personal storage to be provided (e.g. robe/bag hooks, drawers, cabinet, trays). If products are to be displayed in the room, they must be neatly arranged in a contained position, i.e. using trays, plinths, shelves. Product is to be displayed in a showcasing manner (1 pc per item only), not as stock. Lifestyle items (e.g. flowers and candles) are encouraged to add a soft relaxing touch to the room. Branding to be applied in small subtle applications (e.g. decal on feature mirror). Interior materials & finishes, especially within treatment areas to be easily cleaned and maintained. Example of materials to be used at treatment areas: - Vinyl wallcovering - Homogenous tile - Laminate - Two pack acrylic enamel - Glass - Solid surface - Stone
128
ESTETICA
129
GUIDELINES > RETAIL + SALON GUIDELINES > AREA-SPECIFIC GUIDELINES
SALON SHOWER FACILITIES Solid timber doors or frosted glass doors are encouraged. Avoid plastic doors. Non-slip tiles are to be used for the flooring. Darker coloured tiles with dark coloured grouting are preferred to reduce visibility of wear and algae. Ensure lighting lux levels are the same from corridor to showers. Ensure sufficient lighting to prevent area from feeling dank and dingy. Ensure sufficient ventilation to prevent moisture build up. Air-conditioning to be turned down towards showers to minimise customer discomfort from hot shower to a cold space and misting up of glass. Shower shampoo tray to be provided in shower stalls. Receptacles for shampoo and soaps to be well chosen and be sleek and expensive in appearance. Avoid providing toiletries in their original brand packaging. A fresh bath mat should be provided for every customer to prevent slipping. Robe hooks and towel rails to be provided. Avoid plastic fixings and accessories.
130
131
GUIDELINES > RETAIL + SALON GUIDELINES > SAMPLE APPLICATION
SAMPLE APPLICATION TYPICAL SALON UNIT (1000 SQFT) Retail (14 sqm) Reception (7.7 sqm) Waiting area (7.5 sqm) Circulation (9.4 sqm) Consultation & treatment (38 sqm) Prep area (2.8 sqm) Shower (1.9 sqm) Storage (3 sqm)
132
ESTETICA
Perspective of example retail area at front
133
GUIDELINES > RETAIL + SALON GUIDELINES > SAMPLE APPLICATION
Perspective of example treatment room
134
TYPICAL SALON UNIT – MATERIAL APPLICATION POSSIBILITIES
135
GUIDELINES > RETAIL + SALON GUIDELINES > SAMPLE APPLICATION
LARGE SALON UNIT (2000 SQFT) Retail (14 sqm) Reception (8.7 sqm) Waiting area (8.3 sqm) Circulation (23.8 sqm) Consultation & treatment (80.9 sqm) Prep Area (5.9 sqm) Storage (16.3 sqm) Shower (7.3 sqm) Powder Room (4.4 sqm)
136
ESTETICA
Perspective of example waiting area
137
GUIDELINES RETAIL
GUIDELINES > RETAIL GUIDELINES
RETAIL GUIDELINES In creating a complete spatial experience, the design process can be layered into 6 key components: 1.
Zoning acts as the base structure of understanding basic area locations, access points, and creating spatial strategies.
2.
Programme & layout focuses on fleshing out the strategies with exact spatial programming, with the physical parameters of each space, and partitioning, to create schematic layouts.
3.
Language & form takes the next step of sculpting shapes of surfaces and form-making in 3 dimensions; creating a cohesive design expression.
4.
Materiality & colour comes after as finishing treatments of these forms and surfaces.
5.
Lighting, sound, and scent act as a sensorial layer to the space to create an ambience.
6.
And finally merchandising, display, & furnishing are about how the space is accessorised and styled.
140
ESTETICA
141
GUIDELINES > RETAIL GUIDELINES > ZONING
ZONING THE MAIN SPATIAL STRATEGY DEVELOPED IS TO FOCUS AND HIGHLIGHT THE RETAIL COMPONENT TO CREATE A SPARK OF INTEREST IN THE PASSING CUSTOMER TO WALK-IN. THE FIRST ENCOUNTER OF THE CUSTOMER IS THE RETAIL PRODUCTS. THE RECEPTION AND ASSISTANCE COMPONENT IS DESIGNED TO BE THE SECONDARY ENCOUNTER. THE BOH AND STORAGE ARE TO BE COMPLETELY OUT OF SIGHT AND INACCESSIBLE TO THE CUSTOMER.
142
GUIDELINES > RETAIL GUIDELINES > ZONING
TYPICAL RETAIL UNIT (400 SQ FT.) SEQUENCE OF ZONING: Retail zone display (retail island VM) â&#x20AC;&#x201C; apprx 5m wide display area Retail product grab & go area to feature 10-15m run of shelves Skin Lab island (integrated into retail islands) Reception / cashier to be manned by 1- 2 staff members Storage & BOH (not accessible by customer)
144
ESTETICA
145
GUIDELINES > RETAIL GUIDELINES > ZONING
RETAIL MODULE – WALL UNIT (150 SQ FT.) (STORE-IN-STORE / CONCESSION STAND) SEQUENCE OF ZONING: Retail zone display (retail island VM) maximized – apprx 2-3m wide display area, approach from one main direction Retail product grab & go (including gondola shelves) Product stock shelves to be built along full width of wall side Reception / cashier to be manned by 1 staff member Storage & BOH to be designed as part of joinery and concealed (not accessible by customer) * Skin Lab not required due to space constraints
146
ESTETICA
147
GUIDELINES > RETAIL GUIDELINES > ZONING
RETAIL MODULE – ISLAND UNIT (150 SQ FT.) (STORE-IN-STORE / CONCESSION STAND) SEQUENCE OF ZONING: Retail zone display (retail island VM) maximized – apprx 5m wide display area, approach from multiple directions Retail product grab & go (including gondola shelves) Product stock shelves to be built along one side/corner – 1-3m run, situated away from main direction of customer approach Reception / cashier to be manned by 1 staff member Storage & BOH to be designed as part of joinery and concealed (not accessible by customer)
148
ESTETICA
149
GUIDELINES > RETAIL GUIDELINES > PROGRAMMING & LAYOUT
PROGRAMMING & LAYOUT FURTHERING THE SPATIAL STRATEGY TO HIGHLIGHT THE RETAIL COMPONENT AND DRAWING WALK-IN TRAFFIC, THE RETAIL ZONE IS MADE HIGHLY VISIBLE BY REDUCING BARRIERS TO ENTRY AND DESIGNING THE ENTRANCE TO BE NON-INTIMIDATING. TO APPEAL TO A WIDER AUDIENCE, ESTETICA SHOULD PROVIDE MULTIPLE LEVELS OF SERVICE AND FEATURE-FILLED RETAILING: FROM A SELFGUIDED SHOPPING EXPERIENCE WITH SELFASSESSMENT POINTS, TO A FULL CONSULTATION BY THE SHOP ASSISTANTS. WITH THESE IN MIND, THE LAYOUT IS ARRANGED TO FACILITATE COMFORTABLE CIRCULATION FLOW AND INVITE CONSUMERS TO ENGAGE AND INTERACT IN A WELCOMING IN-STORE ENVIRONMENT.
150
GUIDELINES > RETAIL GUIDELINES > PROGRAMMING & LAYOUT
ENTRY POINT The shopfront is to be visually welcoming. Reducing physical barriers into the unit, a wide entry clearance is welcoming. Suggested minimum entry clearance at 3000mmW. Visual porosity into store is to be maximized especially at the main eye level zone 1200-1800mmH. Maintain view through into store at all times. Window display is not to be boxed into a shop window. Maintain open display area that allows customer interaction. Full width motorized shutters and sliding panels allow a barrier free and glassless frontage. Swing doors are discouraged as a store closure system.
152
ESTETICA
153
GUIDELINES > RETAIL GUIDELINES > PROGRAMMING & LAYOUT
PROMINENT RETAIL ZONE The entrance is attractive and inviting to the passer-by; with engaging retail at the shopfront and attractive visual merchandising. First visual impact is the retail zone (apprx. 5-7m run of display shelves + retail islands). This needs to be prominent at the entrance with maximized visual impression across the whole length of the shopfront. Ensure barrier-free circulation to encourage browsing through the whole retail area.
ENVELOPING FORM An enveloping form is suggested for maximizing impression of retail area and to create a contained and immersive retail experience. This form is to be integrated into the shopfront to create a strong impression from unit exterior.
154
ESTETICA
155
GUIDELINES > RETAIL GUIDELINES > PROGRAMMING & LAYOUT
RETAIL STRATEGY & LAYOUT Instead of having a “store display window,” visual merchandising is carried through the whole retail area. Retail islands to be employed as feature foreground and to be used as expressive visual merchandising points with seasonal hero items. Additional programmes of self-assessment points, information points, product award display, skin lab, to be included. Islands to be located at front zone of storefront area and orientated so as to encourage flowing circulation instead of an obstruction. Refer to further detail in RETAIL ISLAND DESIGN (pg 228). Enveloping wall display shelves to be employed as a backdrop of product stock and information complete with tester stations at lower levels. Refer to further detail in PERIPHERY RETAIL SHELVES (pg 224).
156
ESTETICA
157
GUIDELINES > RETAIL GUIDELINES > PROGRAMMING & LAYOUT
RECEPTION COUNTER LOCATION Reception counter is to play a supporting role to the retail area at front; maintaining substantial personal space for customers who prefer independent browsing. The reception counter should not be the first thing the customer sees. However maintaining a clear sight line to the reception counter is essential. Proximity to retail zone to be strategically considered for customers to ask for assistance and for security overview of store. The reception counter to be located at rear zone of shopfront area. Orientation of counter should not be located parallel to shopfront entrance. The counter is to be side facing or located toward the side of the entrance. Refer to further detail in RECEPTION COUNTER DESIGN (pg 232)
158
ESTETICA
159
GUIDELINES > RETAIL GUIDELINES > PROGRAMMING & LAYOUT
CONSULTATION SKIN LAB One-on-one skin consultation service can be employed at “Skin Lab” stations for targeted product recommendation. Reinforcement of the word “Lab” from est.lab and Skin Lab brings a cohesive branding and further hints to the scientific origins of the products. “Skin Lab” activities to be situated at retail island counters to give impression of casual accessibility rather than exclusive or appointment based consultation. Refer to further detail in RETAIL ISLAND DESIGN (pg 228). * Not applicable to RETAIL MODULE typology
160
ESTETICA
161
GUIDELINES > RETAIL GUIDELINES > PROGRAMMING & LAYOUT
OPERATIONS & BOH Storage and BOH is not to be visible to the customer at all times. It should be planned so as to not look like there is another room within the store, but integrated into the design. Entry into these areas to be designed as “Secret doors” with no visible door frames/jamb, use of concealed hinges or pivot door. Door closer to be specified to prevent doors from staying open. Ideally, entry doors into the BOH should be oriented away from customer’s line of sight. * Not applicable to RETAIL MODULE typology
162
ESTETICA
163
GUIDELINES > RETAIL GUIDELINES > PROGRAMMING & LAYOUT
CIRCULATION Ensure comfortable circulation at all customer areas, minimum 900mmW. Where possible, allow additional width to circulation (up to 1300mmW).
164
ESTETICA
165
GUIDELINES > RETAIL GUIDELINES > PROGRAMMING & LAYOUT
ENHANCING SPACIOUSNESS To maintain a sense of luxury, any furniture in small or tight areas is to be designed with ample elbow, leg and toe room in mind. E.g. Table may be cantilevered, table edges to be rounded, chairs to be centre based instead of 4-legged.
166
ESTETICA
167
GUIDELINES > RETAIL GUIDELINES > PROGRAMMING & LAYOUT
FUNCTION & UTILITY Function & utility should be well considered & integrated seamlessly, via effective and sufficient storage systems. All supporting equipment & paraphernalia to be in storage/concealed when not in use but easily accessed when required. Product stock to be concealed in periphery joinery for ease of access. All fixings for cabinet doors to be concealed, use of magnetic catches are encouraged. All fixing devices, wiring, clips, transformers and other mechanisms required for signage, lighting and power points must be concealed and/or integrated within the shop design. Building columns, hosereels or any other building services, if present within the lease line, must be concealed and/or integrated with the shop design (bearing compliance to prevailing authority regulations).
168
ESTETICA
169
GUIDELINES > RETAIL GUIDELINES > LANGUAGE & FORM
LANGUAGE & FORM CREATING IMPACTFUL AND RECOGNISABLE SPATIAL FEATURES IN A COHERENT DESIGN LANGUAGE CAN CONTRIBUTE SIGNIFICANTLY TOWARDS BUILDING A STRONG BRAND IDENTIFIER. IT COMMUNICATES THE CORE ASPIRATIONS OF ESTETICA TO NEW AND EXISTING CUSTOMERS. THE CORE ASPIRATIONS OF “ACCESSIBLE LUXURY” AND “ENGAGING RETAIL” ARE THE STARTING POINTS TO DEVELOPING A LUXURIOUS, STREAMLINED AND CONTEMPORARY DESIGN LANGUAGE.
170
GUIDELINES > RETAIL + SALON GUIDELINES > LANGUAGE & FORM
CURVILINEAR LANGUAGE Overall design aesthetics to be modern and streamlined to be relevant to the Millennial generation. This also serves to portray professionalism and hint at the scientific origins of the brandâ&#x20AC;&#x2122;s products and treatments. For a continuous sense of luxury and pampering, gentle gradients and curves are utilized to soften hard edges and cocoon the customer in a pampering and welcoming space. Hence a curvilinear language is developed. Employed in a controlled manner, they exude a sleek and modern futuristic connotation, further hinting at the scientific and professional connotations. The customer should encounter rounded corners as they navigate the space instead of hard corners and sharp turns. This is achieved through curving the circulation routes on plan. Recommended radius of curves on plan from 300mm. Larger radius curves can be combined to create S shaped curves where suitable to create swells for added spatial interest. Large curves are also to be expressed on elevation as part of the design language. Wide curves and rounded edges to be utilized at shopfront to open up to be inviting. Recommended radius of curves on elevations from 800mm.
172
ESTETICA
173
GUIDELINES > RETAIL GUIDELINES > LANGUAGE & FORM
CURVILINEAR LANGUAGE The curvilinear features are to be highlighted and accentuated through the use of concealed cove lighting and accent trims. Care should be taken to use curves in moderation to avoid exaggerated flourishes. Avoid exaggerated flourishes as the design will look fussy and decorative instead of professional.
174
ESTETICA
175
GUIDELINES > RETAIL GUIDELINES > MATERIALITY & COLOUR PALETTE
MATERIALITY & COLOUR PALETTE A BALANCED SELECTION OF COLOURS, TONES, AND MATERIALS, TO CREATE A SPACE THAT IS INVITING AND PAMPERING. SHADES OF WARM GREYS AND VARIETY RICH TEXTURES EMPLOYED TO CREATE A LUXURIOUS, GENDER FRIENDLY ENVIRONMENT THAT IS INLINE WITH PROFESSIONAL AND SCIENTIFIC CONNOTATIONS.
176
GUIDELINES > RETAIL GUIDELINES > MATERIALITY & COLOUR PALETTE
LUXURY OF MATERIALS Materials to exude luxury with the use of richly textured materials with reflective materials as feature accents. To enhance the feeling of luxury, hard surfaces to be offset with highlighted soft materials where possible and appropriate. Avoid overwhelming amount of cold and hard surfaces as listed below: “Cold” & “Hard” materials: (used in moderation, up to 30%) - Metals - Glass & mirrors - Solid surface - Polished stone - Solid colours - High gloss lacquer “Warm” & “Soft” materials: (used overall) - Timber, veneer & wood grain laminates - Wallcovering - Fabrics and curtains - Carpets
178
ESTETICA
179
GUIDELINES > RETAIL GUIDELINES > MATERIALITY & COLOUR PALETTE
COLOUR PALETTE Overall environment to be in warm light grey tones with a hint of signature purple accent. Combination of off white tones and materials to be used to brighten the space. Avoid cool or dark greys which will make the space feel clinical and intimidating. Signature purple to be used in a subtle fashion and targeted areas as a visually memorable accent. Suggested percentage of purple accent to be 10%. Signature purple is not to be utilized in the overall spatial surfaces. e.g. large wall panels, joinery, flooring. Signature purple is used as a callout device and feature accents. Signature purple is used in product info card, digital displays, packaging, product plinths and decorative visual merchandising accessories. Decorative fabrics, carpets, lighting, floral arrangements, artifacts, colourtinted glass etc. are to be in the same shade of Estetica signature purple.
180
ESTETICA
181
GUIDELINES > RETAIL GUIDELINES > MATERIALITY & COLOUR PALETTE
SUGGESTED MATERIALS & APPLICATIONS Highly textured materials in light grey or off-white tones to be used across the units. Suggested materials listed below: a) Durable wallpapers with neutral fabric textures (linen, silks, tweed, woven) are encouraged for large wall expanses. Avoid graphical patterned wallpapers. b) Natural timber veneers or laminates with attractive grains to add visual texture and warmth. Avoid rustic textures and colours. Material to be applied to larger areas e.g. wall paneling, larger joinery items. c) Mirrors, metals and other reflective surfaces (e.g. piano finish lacquer, metallic finishes) to be used as accents and trims. d) Polished or honed marble and natural stones with attractive grain to be used as accents at customer touch points (i.e. counter tops). e) Carpet selection to give a sense of luxury & hospitality. Carpets with slight sheen are encouraged. Flat weave carpets are discouraged. f) Fabrics that look soft to touch and with a gentle sheen (e.g. velvets, satin, Xorel) is encouraged to be used as wall panelling and furniture upholstery. g) Natural stone and terrazzo is preferred for flooring material. If using homogenous tiles, ensure selection is textured and does not look flat in a large expanse.
182
ESTETICA
183
GUIDELINES > RETAIL GUIDELINES > MATERIALITY & COLOUR PALETTE
MAINTENANCE & DURABILITY Colours and textures of materials to be considered for ease of maintenance and durability. Special attention to be paid to materials that are customer facing, especially customer touch points (e.g. counter tops, shelves) are to be of high quality and robust.
184
ESTETICA
185
GUIDELINES > RETAIL + SALON GUIDELINES > LIGHTING, SOUND, & SCENT
LIGHTING, SOUND, & SCENT CREATE AN IMMERSIVE RETAIL EXPERIENCE WITH A CAREFULLY ORCHESTRATED ATMOSPHERE INCORPORATING LIGHTING, SOUND AND SCENT.
186
GUIDELINES > RETAIL GUIDELINES > LIGHTING, SOUND, & SCENT
GENERAL LIGHTING General lighting to adopt an ambient lighting attitude with thoughtfully focused spot/feature lighting for retail island highlights, product lighting, and task lighting (e.g. POS station, prep area work counter, treatment). Extensive use of concealed cove light is encouraged to achieve soft diffused lighting throughout the space. Lighting temperature and lux levels to be consistent and harmonious through all areas until reaching the treatment room. Maintain lighting colour temperature to warm white 3000-3200k .
188
ESTETICA
189
GUIDELINES > RETAIL GUIDELINES > LIGHTING, SOUND, & SCENT
FEATURE LIGHTING Strategic lighting on products to be employed. Use of integrated shelf lighting is encouraged to call out the products (e.g. concealed backlight for even lighting, cove lighting, + examples & benefits). Any feature lamps and lighting installations used are to be sleek and modern in aesthetics.
190
ESTETICA
191
GUIDELINES > RETAIL GUIDELINES > LIGHTING, SOUND, & SCENT
GENERAL ACOUSTICS The overall acoustic environment should be hushed, relaxed and peaceful. Loud, shrill and harsh sounds especially from outside the unit should be dampened or diffused. Materials with good sound absorption (e.g. upholstered panels, curtains, carpet) are encouraged to dampen sounds. Avoid using glass shelves and table tops to reduce clank of items being placed on these surfaces. If required, perforated wall or ceiling acoustic panels to be integrated into design. Decorative acoustic diffusers may also be integrated into store design. Avoid utilising exposed foam panels to maintain perception of luxury. Where location of the unit is close to loud and busy environments, glazing may be considered as a sound barrier if required.
192
ESTETICA
193
GUIDELINES > RETAIL GUIDELINES > LIGHTING, SOUND, & SCENT
MUSIC SELECTION Music selection to be curated and standardised. A centrally controlled and distributed playlist that is updated regularly to be used. Mood of music to relaxing and ambient. Avoid overtly thematic music (e.g gamelan, Tibetan chants, etc.) * Not applicable for RETAIL MODULE typology
194
ESTETICA
195
GUIDELINES > RETAIL GUIDELINES > LIGHTING, SOUND, & SCENT
SCENT TECHNOLOGY A relaxing signature scent to be utilized throughout stores. Avoid floral and feminine scents for gender-friendliness. Signature scent to be equally diffused through all spaces. Delivery vehicle of scent (if visible) to suit modern and luxurious aesthetics of the store. Modern design, lean lines and darker coloured glass or metallic vessels add a touch of masculine luxury.
196
ESTETICA
197
GUIDELINES > RETAIL GUIDELINES > MERCHANDISING, DISPLAYS, & FURNISHING
MERCHANDISING, DISPLAYS, & FURNISHING MERCHANDISING PLAYS A PIVOTAL ROLE IN THE SALEABILITY OF PRODUCTS. BESIDES BEING ATTRACTIVE, VISUAL MERCHANDISING TAKES INTO ACCOUNT THE DISSEMINATION OF INFORMATION, EXPLORING THE PRODUCT AND ITS BENEFITS, AWARDS, ETC. INFORMATION LAYOUT THAT IS EASY TO COMPREHEND AT A GLANCE KEEPS THE CUSTOMER RELAXED AND AT EASE TO NAVIGATE THE STORE AND PRODUCTS. TO ATTRACT THE MILLENNIAL GENERATION WHO ARE ADEPT AT ACQUIRING AND ANALYSING INFORMATION BEFORE MAKING AN INFORMED DECISION, AVAILABILITY OF INFORMATION IN DIFFERENT FORMATS ACTS AS A STRONG MARKETING TOOL. ATTENTION TO DETAIL IS THE HALLMARK OF LUXURY AND PROFESSIONALISM. EVERYTHING THAT IS VISIBLE TO THE CUSTOMER HAS TO BE AESTHETICALLY CURATED FOR A COHESIVE IMAGE.
198
GUIDELINES > RETAIL GUIDELINES > MERCHANDISING, DISPLAYS, & FURNISHING
VISUAL MERCHANDISING Attractive lifestyle-driven visual merchandising is carried through the space, clustered on the retail islands to enhance connotations of accessible luxury. Lifestyle items (e.g. fresh floral arrangements, scent distributors, vases, candles) in signature Estetica purple tones are to be used as part of VM strategy.
200
ESTETICA
201
GUIDELINES > RETAIL GUIDELINES > MERCHANDISING, DISPLAYS, & FURNISHING
PRODUCT INFORMATION Implementation of product & price description cards alongside products, write-ups promoting its scientific qualities / benefits for self-guided shopping. All product info cards/price tags, etc. to be standardised and holistically considered regardless of product brands (e.g. est lab, Ericson lab). Take-home information on products made available via physical & digital formats. Any printed catalogues and product cards for customer perusal to denote luxury. Suggested paper weight 150gsm, card weight 300gsm.
202
ESTETICA
203
GUIDELINES > RETAIL GUIDELINES > MERCHANDISING, DISPLAYS, & FURNISHING
SELF-ASSESSMENT & PRODUCT RECOMMENDATION To increase customer engagement, interactive self-assessment kits (whether analogue or digital) to be introduced, and act as a key retailing strategy. These provide the customer with a self-guided way to shop and find suitable products and services recommended based on the individual needs and concerns without having to engage with the sales assistants. These points are to be located at called out retail islands for immediate attraction or at periphery wall shelve area as discovery zones. This should be employed as easy to use devices, (e.g. apps on a touchscreen tablet) and integrated into the design of the store joinery.
204
ESTETICA
205
GUIDELINES > RETAIL GUIDELINES > MERCHANDISING, DISPLAYS, & FURNISHING
PRODUCTS FOR MEN Where applicable, products & treatments that are also suitable for men should be clearly visible alongside products for women to attract male customers. Any advertisement campaigns for men to be featured in-store. Display area to feature poster highlighting products suitable for men. Introduction of darker handsome colours (e.g. dark grey, dark brown) to call out difference from other ranges. Esteticaâ&#x20AC;&#x2122;s signature purple to be applied in only small amounts.
206
ESTETICA
207
GUIDELINES > RETAIL GUIDELINES > MERCHANDISING, DISPLAYS, & FURNISHING
STAR PRODUCTS & AWARDS DISPLAY Individual award-winning products to be highlighted in a purposeful, presentable and homogenous manner through using specially designed call out display cases and plinths. The aim of the display case is to call out these star products and to look precious within a glassy case. Clear acrylic may be used for practical and safety reasons. Award product display cases should be designed with clean minimal lines in modern aesthetic. Product stands and plinths to be designed as a series with varying heights and sizes in a matching family for differing functions and for displaying different sized items. Plinths to follow modern aesthetic and feature rounded corners to mirror the design language. These custom display stands and plinths to incorporate product lighting. Signature purple to be applied as a call out device. These star products are to be displayed at main periphery product display area with integrated call out display cases.
208
ESTETICA
209
GUIDELINES > RETAIL GUIDELINES > MERCHANDISING, DISPLAYS, & FURNISHING
STAR PRODUCTS & AWARDS DISPLAY For product display on retail islands, product stands and plinths should be utilized to give importance to the products. Information about award winning products to be displayed with products. Clear acrylic magnetic frames and display stands to be used for info cards (A5 and smaller). Awards trophies and certificates should not be randomly displayed. They are not to be used as “decorative” elements (i.e. not to be hung on walls or scattered throughout unit to fill blank walls). Awards trophies and certificates should be curated and compiled for customers to peruse at the waiting zones (e.g. waiting area, reception desk). Presentation of these awards and certificates is to look precious and important. They may be compiled in a bound book or loaded into a tablet as part of Estetica’s brand and story.
210
ESTETICA
211
GUIDELINES > RETAIL GUIDELINES > MERCHANDISING, DISPLAYS, & FURNISHING
DIGITAL DISPLAYS Digital displays are encouraged to provide a dynamic way to disseminate information. Digital displays to be located at areas where customers are browsing and waiting, e.g. reception counter, product display zone. To maintain the concept of Accessible Luxury, the dimensions of screens are to be human scaled, and limited to small tablet sizes. The displays act as controlled visual interest and are experienced up-close. It should not be treated as a large backdrop splash.* Display screens are to be integrated into the wall or joinery design. Otherwise, if they are called out, they should be designed with elegantl sleek frames/stands and be treated as a feature or paired with visual merchandising. * Exception for retail module. Refer to further details on RETAIL MODULE (pg 236).
212
ESTETICA
213
GUIDELINES > RETAIL GUIDELINES > MERCHANDISING, DISPLAYS, & FURNISHING
EQUIPMENT & HARDWARE Appearance of all equipment & hardware to look visually & technologically advanced where possible. Equipment with clean lines, sleek design with consolidated cable points and integrated structure (i.e. stand, castors, input points) are preferred. Colour of equipment to be in metallic finishes, white, black or grey.
214
ESTETICA
215
GUIDELINES > RETAIL GUIDELINES > MERCHANDISING, DISPLAYS, & FURNISHING
FURNISHING & DECORATIVE OBJECTS All furniture to be structurally sound and sturdy. Ample leg room to be considered when selecting furniture. All decorative items to be neutrally textured (e.g. fluted, frosted, pleated, quilted, pinched, buttoned, dimpled). Overtly feminine textures and patterns (e.g. ruffles, lace, floral patterns, organic flourishes) to be avoided. Any wall hanging art to be sculptural in nature. Product posters and flat paintings are discouraged. If required, they should be framed to look modern and luxurious or integrated into the space. All decorative items to be modern and sleek in aesthetics and colour coordinated in neutral material finishes and Esteticaâ&#x20AC;&#x2122;s signature purple.
216
ESTETICA
217
GUIDELINES > RETAIL GUIDELINES > MERCHANDISING, DISPLAYS, & FURNISHING
ESSENTIAL COLLATERAL & ACCESSORIES All essentials (handwash basin, worktops, mixing bowls, containers, tissue boxes, stationery, office supplies, etc) to be standardised & holistically considered. Items that are used together should be matching in material, colour and design aesthetic. Items to be modern and minimal in design. They should look neutral rather than grab attention. Items to be in neutral colours ( e.g. natural material colours, white, grey, beige) or coordinated in signature purple.
218
ESTETICA
219
GUIDELINES > RETAIL GUIDELINES > AREA-SPECIFIC GUIDELINES
AREA-SPECIFIC GUIDELINES RETAIL ONLY SHOPFRONT SIGNAGE DESIGN The logo should always express quality and luxury. The logo should be treated as a precious emblem. It should not be utilized as large over-scaled environmental graphics. The logo and brandmark should be seen in its entirety; it should not be cropped or skewed. Allow ample visual breathing room around logo for sense of luxury and elegance. Signage to be prominent and self-illuminated. Logo signage should be constructed from 3D cutout acrylic or metal. Avoid utilising logo in a flat light box and typical horizontal band across shopfront as main signage device. Any logos or signage within unit to be scaled to smaller proportions accordingly.
220
ESTETICA
221
GUIDELINES > RETAIL GUIDELINES > AREA-SPECIFIC GUIDELINES
SHOPFRONT WINDOW DISPLAY Window display is not to be boxed into a shop window. Maintain open display area that allows customer interaction. Display stands to provide view through into store. Display stand should be sturdy in construction. Spot lighting on product display to be utilised. Full width motorized shutters and sliding panels allow a barrier free and glassless frontage. Swing doors are discouraged as a store closure system.
222
ESTETICA
223
GUIDELINES > RETAIL GUIDELINES > AREA-SPECIFIC GUIDELINES
RETAIL ONLY UNIT RETAIL AREA PERIPHERY RETAIL SHELVES To highlight the retail aspect of the brand, the design of the main periphery retail shelves is to keep focus on the product. To denote luxury, product display should not be positioned outside of the height zones 900-1900mm . This allows products are to be celebrated and showcased in a focus zone of the customerâ&#x20AC;&#x2122;s eye level (from 900-1900mmH). This display zone is to be attractively illuminated with integrated cove lights. Light coloured fabric or wallcovering to be used in this zone to add softness as a backdrop to the product display. To maintain visual focus on the main products on display, all product shelves within this zone to be thin and light but securely fastened. A large volume of products should be displayed here. Quantum of products on display to highlight immediate availability of items on sale. Suggested min. quantity of display stack to be 3 products deep x 3 products wide, or 2 products deep x5 products wide. The space surrounding the main product display zone is kept neutral and unassuming as a background. This area should be darker than the illuminated product display zone to provide contrast.
224
ESTETICA
225
GUIDELINES > RETAIL GUIDELINES > AREA-SPECIFIC GUIDELINES
RETAIL ONLY UNIT RETAIL AREA PERIPHERY RETAIL SHELVES Product stock to be concealed in periphery shelf joinery for ease of access. All fixings for cabinet doors to be concealed, use of magnetic catches are encouraged. Tester zone to be located at bottom tier of periphery wall shelves at 9001000mmH. Tester unit is clearly marked and set apart from main stack of product (e.g. utilising product plinths). Main product grab & go zone to be located at 900-1500mmH zones. Main product information points should be located at eye level zone @1300-1500mmH and integrated into the shelf design. These posters are to be viewed up-close and should be no larger than A4. Posters to feature signature purple to highlight and accent the information points. Award product display cases, larger information panels to be located at highest zones 1700-1900mmH. Additional product stock (repeat items or larger and easy to grab items) may be located at highest zone 1700-1900mmH.
226
ESTETICA
227
GUIDELINES > RETAIL GUIDELINES > AREA-SPECIFIC GUIDELINES
RETAIL AREA RETAIL ISLAND DESIGN Besides the product display band, feature retail islands are used as focal points in the store. They should be designed to be unique and stand out from the periphery shelves and storage. Retail islands to be located at front zone and to be orientated so as to encourage flowing circulation into the rest of the space. Retail islands are not to be used as main product stock display but as an avenue for attractive visual merchandising and seasonal product display. Retail islands should form a cluster of platforms of different tiers. This is useful to increase visibility of display on the different tiers. Different platform heights are also to be used to distinguish between different programmes (e.g. POS, display, info points, Skin Lab). The design aesthetic is to be contemporary and elegant, featuring sculptural and delicate qualities in the design (e.g. legs or frame design). All island top edges to be rounded. Size of islands to be dependent on site and function with minimum 1000mm circulation clearance all around. Wider space is encouraged whenever possible.
228
ESTETICA
229
GUIDELINES > RETAIL GUIDELINES > AREA-SPECIFIC GUIDELINES
RETAIL AREA RETAIL ISLAND DESIGN Island tops are low to be inviting, ranging from 750-900mmH. Where required, islands meant for information displays may be higher. However it is not to exceed 1100mmH to provide uninterrupted view through whole store. Feature highlight material to be used for island counter tops. Light coloured material to be used for the countertops to allow display items to stand out easily. To further call out focus to the retail island, vertical relationship to the main island cluster is to be expressed through feature ceiling design or feature light installation. Ceiling spotlights to be provided to highlight displays on the retail islands.
230
ESTETICA
231
GUIDELINES > RETAIL GUIDELINES > AREA-SPECIFIC GUIDELINES
RETAIL AREA RECEPTION COUNTER DESIGN The reception counter never acts as a standalone POS unit. Additional zones for visual merchandising / information is to be integrated into the reception island to be multi-programmed. The reception should feel approachable from multiple points. Reception / cashier counter should not be a designed as statement item; instead it is to match the design of the retail islands. Reception counter to be manned by up to 2 staff members with height of counter at staff side to be 850mmH (working at standing height.) Height of counter at customer side to be 1000mmH. Secondary logo to be located behind reception. Material of the customer facing countertop to be durable and exude luxury and quality. All wiring, ancillary equipment (e.g. printer, fax machine, etc.) should be integrated and concealed from customerâ&#x20AC;&#x2122;s view.
232
ESTETICA
233
GUIDELINES > RETAIL GUIDELINES > AREA-SPECIFIC GUIDELINES
RETAIL AREA FREESTANDING SHELVES DESIGN Any freestanding display shelves should be designed as feature sculptural objects with integrated lighting to match design of retail islands. Avoid standard free standing back-to-back gondola shelves. Specially designed gondola shelves may only be used for the Retail Module typology to maximize product stock display. Refer to further detail at RETAIL MODULE (pg 236). Maximum height of free standing shelves to be 1400mmH to ensure clear view through store.
234
ESTETICA
235
GUIDELINES > RETAIL GUIDELINES > AREA-SPECIFIC GUIDELINES
RETAIL MODULE (STORE-IN-STORE/CONCESSION STAND) RETAIL MODULE WALL/COLUMN JOINERY Signature purple to be used only as decorative accent and call out information points. However, if required, only small areas of joinery may feature signature purple. Amount to not exceed 5% of built area. Curvilinear language is to be expressed through joinery and enhanced with the use of integrated cove lights in in a feature distinguishing curved shape. As an exception for digital displays, large TV screen to be integrated into design to be visible from main circulation areas. Products to be merchandised from 450-1900mmH zone to maximize display area. Logo signage to be located at higher zone and prominent from a distance Lockable storage for extra product stock to be allocated in concealed cabinets within joinery. Ensure sufficient lockable storage for staff personal belongings (i.e. bag, jacket, etc.).
236
ESTETICA
237
GUIDELINES > RETAIL GUIDELINES > AREA-SPECIFIC GUIDELINES
RETAIL MODULE (STORE-IN-STORE/CONCESSION STAND) RETAIL MODULE GONDOLA Specially designed gondola units to be used for maximizing stock display. Gondola shelves provide sense of self servicing grab & go. Max. height of gondola limited to 1400mmH to allow visual porosity through store area. Design of gondola shelves to match periphery wall display shelves. Gondola to be designed to be approached from all sides. Branding (logo, name or signature purple elements) to be visible on minimum 2 sides of joinery to be determined by main approach to store. Secondary branding in small scale to be applied to gondola. Max. size of logo or brandmark not to exceed 200mmW. Integrated product lighting to be designed into gondola joinery.
238
ESTETICA
239
GUIDELINES > RETAIL GUIDELINES > AREA-SPECIFIC GUIDELINES
RETAIL MODULE (STORE-IN-STORE/CONCESSION STAND) RETAIL MODULE ISLANDS Refer to design guideline at RETAIL ISLAND DESIGN (pg 228). Illuminated tiered displays stands to be used on islands to raise product up closer to eye level for more immersive shopping in an open and busy environment. Maintain maximum lightness and porosity with visually light stands. Tester products to be located at retail islands and gondolas, not at product stock display wall. Self-assessment kit to be located at the front zone for store-in-store applications. All joinery to feature integrated lighting to enliven the store. All joinery to be approachable from all sides. POS system (if required) to be integrated with concealed wiring. Any exposed wires to computers and machinery must be concealed from customerâ&#x20AC;&#x2122;s view with a raised upstand. If possible, feature lighting installation to be employed over display islands.
240
ESTETICA
241
GUIDELINES > RETAIL GUIDELINES > SAMPLE APPLICATION
SAMPLE APPLICATION RETAIL MODULE UNIT (400 SQFT)
2000
Retail Floor (19 sqm) Retail Product Zone (2.9 sqm) Reception (3.8 sqm)
5050
Skin Lab (1 sqm)
5300
242
Storage (10 sqm)
ESTETICA
Perspective of example retail shopfront
243
GUIDELINES > RETAIL GUIDELINES > SAMPLE APPLICATION
RETAIL MODULE (150 SQFT) STORE-IN-STORE CONCESSION STAND Retail (11 sqm)
3000
600
Reception (0.5 sqm) Retail Product Zone (1.9 sqm) Storage (0.5 sqm)
4650
244
ESTETICA
Perspective of example retail module
245
GUIDELINES > RETAIL GUIDELINES > SAMPLE APPLICATION
RETAIL MODULE UNIT RETAIL SHELF DESIGN POSSIBILITIES
246
ESTETICA
247