RETAIL INTERIORS
Autumn Winter
2008-09
OBJECTIVE To forecast the retail interior trends for the season spring summer’09, in terms of interior spaces, colours, materials, patterns, flooring etc. for the Indian market by observing and analyzing trends over the past seasons and studying the retail scenario in various countries.
METHODOLOGY Picking up an area of interest from the fields of art, architecture, graphics, interiors, fashion etc.
AREA OF RESEARCH: RETAIL SPACES
RETAILING It entails not just selling, but rather the art of selling with the right ingredients that include merchandise, store design, sales people, product line and display. All these elements together complete the look of a store and grant a customer the end satisfaction.Retail interior design of a store is becoming a vital factor in establishing the brand and its image. Earlier there was no time to delve into the effects of colour, the types of flooring and the lighting. Needless to say that it is all about the atmosphere that it creates. It is all about attracting the customers, about increasing profitability about creating a total environment that is conducive to your staff and leaves the customer with a pleasant experience.
A STUDY OF THE CHANGING RETAIL SCENARIO IN MALAYSIA, CHINA, THAILAND AND USA IN THE PAST FEW DECADES.
Retailing in the past Malaysia - The retail environment in Malaysia has undergone a continuous and marked change over the decades. New facilities ranging from supermarkets and superstores to retail warehouses and convenience stores have been added to the retail landscape, much at the expense of the traditional shophouses. !USA – the Mall culture became particularly visible and popular after late 70s and in 80s. !China – supermarkets of all sizes, pack department stores, many of them state-owned and some dating back to the early days of communist rule. Ground levels of office buildings rented out to fashion retailers and low rise buildings rented out entirely to scores of stalls selling handicrafts and discounted daily necessities were the closest thing to Western-style malls. !India – traditional wet markets, one to one attention, stand alone shops, localized markets.
Retailing Today !Europe has a very strong multibrand specialty store culture. !USA has very strong department store culture and very strong monobrand culture. Concept based retailing. !India – land of mushrooming malls- monobrand franchised shops. Small scale retailing still forms a large part of the retail scene. !Malaysia-the retail trend seems to be changing from shophouses to largescale retailing like supermarkets and hypermarkets. In the highly urbanized areas where small-scale retailing co-exist with the large-scale retailing. !China - The nation is already home to seven of the world’s 10 largest malls and, with many more under construction. Though consumers prefer more affordable retail structures like supermarkets and department stores.
Retailing – Upcoming Scenario !Malaysia - Traditional wet markets and "Mom & Pop" independent grocery stores will continue to exist especially in the rural areas because rural consumers have less purchasing power and are less exposed to nontraditional foods and services as compared to their urban counterparts. !China - Shopping malls should succeed because they nurture the Chinese urge to be seen in a luxurious setting, As investors continue to pour money into malls, analysts say the signs of a real estate bubble are growing, as are predictions that some retailers may be heading for trouble-as its becoming an overheated economy. !USA - The future of retailing includes such technologies as touchscreens, body scanning, biometric identification, real-time Web broadcasts, and faster, more-accessible multimedia content. !Self-expression and fun are definitely a part of the modern design equation and are qualities that especially appeal to Gen-Y. !The trend to Modernism is a major store design influence.
A STATISTICAL CONSUMER ANALYSIS FOR THE ABOVE MENTIONED COUNTRIES TO GAUGE THEIR NEEDS AND PREFERENCES, LEADING TO EMERGENCE OF VARIOUS RETAIL TRENDS. CHINESE CONSUMER !Even though China's middle class is growing, and urbanites have more money to spend than ever, China is generally a country of savers. !Unlike US consumers, many of whom use credit liberally, Chinese workers opt to save, knowing that a feeble welfare system is unlikely to provide for them. As a result, consumption accounts for only 37 percent of China's economic output, about half the rate in the US. !Today’s Chinese consumers are increasingly demanding, with the opening up of the market, higher disposable income, and exposure to the western consumer style and culture and sub-par shopping experiences are no longer acceptable to them. They want better service in retail environments, better product choices and more relaxing shopping environments, and are willing to pay more for this. ! Chinese consumers now value excellent product lines, strong staff support and a good shopping ambience.
MALAYSIAN CONSUMER !A majority of shoppers in large-scale retailing establishments are young students. Therefore, products and marketing strategy should be tailored accordingly to suit the preference of the younger generation. !The mode of transport is mainly private car, thus making car-parking facilities an important consideration. !A wide-ranging choice of shops and products, spacious interior space and competitive price are the features that are most attractive to shoppers. !In addition to these, socio-economic factors, trip factors, provision of amenities and shopping ambience are equally important in influencing the pattern of patronage.
INDIAN CONSUMER !Today's young adults have less brand loyalty then their parents and assert their own decisions. !Consumers are driven to high value, well priced items as a reaction to the lack of anything new or interesting in the marketplace. !New concerns about the ailing environment and the depletion of fossil fuels is a point of major concern. !Luxury is more than just products that can be bought with cash. Now it includes personal luxuries like time or private spaces. !Male oriented activities like putting greens in the sports department, computer games, celebrity endorsements, all help men try a new store.
ANALYZING THE CURRENT AND UPCOMING MALL CONCEPTS IN INDIA AND ABROAD.
A FORECAST STUDY ACROSS VARIOUS FIELDS OF THE PAST SEVEN SEASONS WAS DONE TO UNDERSTAND THE DIRECTION IN WHICH FUTURE TRENDS WOULD MOVE
TREND MAPPING
2006 Bright colours
Bold patterns Opulence and warmth Earthy tones
Wood
2007 Black and white accented with bright colours Bold art
2008 Sharp and vivid brights
Ethereal effects Mix and Contrasts match and opposites Warm, Flesh contemporary tones and Tuscan pale accents with palette contemporary lines and colours Bamboo and Ceramics
Notes: · Opulence and warmth will make a comeback from 2006. Contrasts are here to stay · After many seasons of bright warm shades, pale colours will surface, however, brights may come in handy as accents · Bold patterns and graphics give way to floral patterns inspired from the baroque heritage. · Technology will play an important role, and natural surfaces with a technological make-up replace the handcrafted-all-the-way concept · Seamless spaces arriving from light/muted colours. · Futuristic · Glamour with a dash of gold. · Classic/vintage/retro.
AUTUMN WINTER 2008/09
1
TECHNOCRAFIC
3
RAZMATAZZ
2
HIER AND NOW
4
LINEAGE
THE SEASONAL STATEMENT THE SEASON TALKS ABOUT LENDING A CONTROLLED FEEL TO THE OVERALL LOOK. ,WHILE ON ONE HAND, GLAMOUR IS PARED DOWN WITH THE GOLDS BECOMING SUBTLE; PUNK AND GRUNGE INFLUENCES ADD A CONTROLLED TOUCH OF RUGGEDNESS. IT ALSO BOASTS OF CONTRASTS, WHERE ON ONE HAND WE ARE MOVING TOWARDS A TECHNO-SAVVY STORY, AND ON THE OTHER HAND, WE TRAVEL BACK IN TIME TO YESTERYEARS WHERE THE HANDCRAFTED FEEL IS IMPORTANT. THERE IS ALSO A REVIVAL OF THE OPULENT 60S AND 80s WHERE GLAMOUR MEETS FUNCTION. THE FUNCTIONAL AND MODULAR ASPECT CONVERTS INTO AN INDUSTRIAL FEEL WHICH INSPIRES LAYERS AND NEW VOLUMES. THE COLOUR PALETTE RUNS ACROSS DIFFERENT SHADES AND HUES AND EACH STORY LENDS ITS DISTINCT FLAVOUR TO THE PALETTE. WE HAVE A COMBINATION OF EARTHY AND AQUATIC TONES IN HARMONY. VIVID BRIGHTS AND STONE GRAYS COME TOGETHER FOR A NEO-RETRO LOOK.
TECHNOCRAFIC
“This is a period where there is place for craft-based, low-tech, individualistic approaches as well as for the mass-produced high-tech.�
It's time to go back to the roots… Where did we come from? We seek shelter in the past and what it has taught us craftsmanship. But, with a twist. Snap into 2009 and we see technological advances answering to the call of nature. This story talks about the convergence of nature and technology, to the point where they almost blend into each other. “Contrasts” is the watchword this season. This incredible mix of raw wilderness along with technology makes for a story that moves to the rhythm of 'dichotomies'.
If human nature is to live in the past - to change the world is to change human nature.
FERAL:
It's all about unleashing
I
the raw, untamed mammoth out in the open.
The animal instinct beckons. Shady structures with their cracked and peeling walls call out to the passing moor. Materials are recycled, reused and repurposed. This story seeks inspiration from aboriginal art, which adds a new dimension.Man-made materials with a natural feel are important. Colours: The earthy palette brings a pool of shades taken from the barren lands. Smoky browns, dusty grays, parchment yellows are the key. The yearning for freedom from all ties and to move about like an untamed animal in the jungle experiences a new high with these colours thrown in to form a murky, almost dirty colour palette.
9
AQUABRACE:
Think ecology. Think fresh Think an au` naturale` look.
This story essentially talks about freshness, be it colours, elements or the look. We respond to the call of the nature at its best a peaceful ocean ambience with the rhythmic rise and fall of tides. Textures like organic skin,reptile are important, but in the two-dimensional form. Colours: The colour palette combines the hushed and quiet tones of blues and greens. The palette moves from sea greens, foliage greens and mint greens to cool blues, sunny yellows and wood tones, which are punctuated by misty whites to promote openness of space.
HIER AND NOW:
“We seem to be going through a period of nostalgia where everyone seems to think that yesterday was better than today.” -Art Buchwald
A take on the revival of the past, with influences from the swinging 60's, 70's and powerful 80's. There is a bit of everything put in, from frivolous multicolour to monochromatic steel. Nostalgia isn't what we assume it to be. Its time to pick up from the past and to give back more than it has to offer.
SPRIGHTLY :
There is an eclectic mix of vibrant brights, 'pop art' feel and the neo Andy Warhols are gearing up to work on blank canvasses.
There are happy clashes between “pop” and “kitsch”. Don't miss the comeback of shocking brights. There is also an urban, city like feel evolving from the story, wherein the British influences of the past decades lend their flavour. A joyful mix of colour on a gray and white base for a neo 60's look. Colours: Splash the brights and carefully spray the grays its calculated, yet it looks like a fluke. A vibrant dash of colours, like neon orange, electric blue, shocking pink, fluorescent yellow, steel gray is downplayed by charcoal grays, stony grays and cold colours. This is a neo-pop look, which will be defined in times to come. 19
RUSTIQUE:
T h e c o n t r o l l e d ruggedness paves wa to willowy shadow haunting the past and bringing back fain memoirs of yesteryears
Grunge is picked up while it was sitting quietly in the corner and brought under the spotlight it's for all to see and use; but in a controlled manner. Pop influences talk of medieval revival with huge shapes and a warrior aesthetic emerging from the shadows. High-tech materials like titanium and palladium, often silver-plated are used in alternative ways and methods. Colours: Its dipped in quicksand and treated before becoming what it is. It's a day's work in the field, digging old relics and wiping the sweat off your brow unconsciously. Murky khakis together with dusty browns against the base of warm ochre and sunset orange call for a traveling expedition. Concrete gray is picked up and put in a setting 9
RAZMATAZZ:
This is the marriage of glam and practicality where aesthetics seek a perfect partner in function.
The extravagance of the 60's and 80's engulfs us in its warm opulence. This is the marriage of glam and practicality where aesthetics seek a perfect partner in function.
LHYRIC:
The old romantics are brought to life as vintage moves a step further- classical vintage taking on a new role and character.
The gay union of vintage with poetry and romance makes for a past perfect look. Soft and supple shapes and materials come in handy for a delicate feminine look. Colours: The colours range from pretty pinks combined with pure whites, cheese yellows, lilacs and lacy mauves bringing out the lover in all of us.
29
OPULENCE:
This story brings in the baroqu splendour of colonial heritag coming together in this rich and extreme theme.
This story brings in the baroque splendour of colonial heritage coming together in this rich and extreme theme. All that glitters is not gold especially since that gold is now redefined and has undergone a makeover; it is no longer the jarring gold screaming for attention. It has aged gracefully and toned down with sandy hues replacing the sunshine yelow tinge in gold. Shine and shimmer are here to stay. Spice it up by adding a touch of glitter in everything. Colours: A range of yellows and sandy golds mingle with the soft harmony of orange hues. Plum resh combined with mahogany takes us back in time to the baroque era. Ochre hued yellow and golden apricot play with angry oranges to form a dazzling array of colours.
33
LINEAGE
A highly structured feel derived from Purist shapes against an architectural background
A new, urban elegance emerges from geometric sensibilities. It inspires new volumes with an industrial feel to it. Fluidity and flow are the guiding principles behind the story.
JIGSAW:
LINEAGE
“We need to catch up with experiential design in the physical world to create a balance.” We have taken the journey from ergonomics to organomics.
A modular setting inspires conservation of space in a scenario where spaces are getting more and more expensive. Hence, less is more. Jive to the futuristic cum modular look where various pieces complete the jigsaw‌. We have taken the journey from ergonomics to organomics. Colours: Creamy whites paired with primary colours, like bright reds, yellows and cobalt blues make up for a part futuristic set up. Also important are basic colours applied in a two-dimensional form. Colour blocking is important.
Concurrence
Virtual maximization of space is the driving point behind this story, where space is a precious asset and alternate methods of enhancing space are being looked at.
Layering and transparency are the highpoints this season, which are achieved with the help of transparent and transluscent materials like glass, vinyl etc. Juxtaposition of shapes and simplifying lives is the mantra Colours: Super simple colours like beiges and mellow neutrals paired with ceramic whites set the mood. The colour palette is minimal where light colours contribute to creating a feeling of openness and seamlessnes. 43