FEATURE
How the pandemic was a catalyst for ‘New Retail’ design By Izzy H i ll, Cli ent Re l at i o n s hi p M an ag e r , S e e n D i s plays A creative shift in retail design isn’t a new, post-Covid development. Serious changes were happening before the pandemic, which kicked the creativity and the need to stay relevant, up a gear. Long before Covid, retailers were lacking a certain originality having become too transactional, but in the years leading up to 2020, imaginative changes were already being made to re-engage consumers. During the pandemic, hygienic transactions and one-way systems were the primary focus (not like we need reminding!), meaning experiential design took an obvious back seat. In the months since, we’ve opened our eyes to the need for brands to push the boundaries of creativity with store flexibility, experiential design and ‘phygital’ touch points, paving the way for a ‘New Retail’. This new era is opening endless opportunities for brands to challenge the strength of consumer loyalty and buyer experience, whether that be through virtual stores, sustainable store fixtures, or immersive spaces.
Store flexibility Something that’s prevalent in articles from 2020 and in recent months, is the need for stores to be agile and flexible. In 2020, the changes that retail had to make to accommodate for the ever-changing rules, meant that flexibility both emotionally, to keep people safe, and operationally, to enable displays & POS to adapt with rules, was vital. Although now free of restrictions, brands must maintain flexible store displays to allow for events, showcasing new products & regularly updating store aesthetics to consistently re-engage consumers who have predominantly shopped online for the past two years. Instead of making permanent bricks-and-mortar changes, the future of efficient creative store design must allow for easy modifications to match sudden changes in trends. In 2021, we at Seen Displays designed and produced the Bally London and NY flagships, with display flexibility and design detail celebrating each city. One of the ways we achieved this was by commissioning sustainable artist James Shaw to produce the
Bally London Flagship, By Seen Displays 44
