There is no surprise in the fact that to sell well, it should appeal to the customers. This is because humans are highly visual. Most of the sensory information that we receive is through our eyes. This is why there has been added pressure on firms to work well on the layouts. To attract more sales and footfall, retail stores invest heavily in their layouts. Surfaces Reporter(SR) digs deeper in this article about the art of retail design by understanding the post-covid scenario as well as some projects that stand out.
Also Read: Aluminium Wraps The Multilayered Facade Of This Retail Showroom | Jaipur | Newness Architecture
The covid era has affected the branding and positioning of brands even in the retail sector. Brands that displayed their entire range are now shifting their focus to only their bestsellers. Due to the restrictions, it is no longer possible for the personnel anymore to handle incorrect merchandise. The shift indicates that digital artefacts need to embody brands in deeper ways. Sensory options can generate new realities. The templates are very specific depending on the audience. Brands like Gucci have a track record of creating dreamy microsites like their SS 2018 virtual museum.
Spaces need to be reevaluated and texture, light, sound, and smell should take centre stage. This will be helpful as most of our core memories of places are not visual but embodied. When places adopt imaginative installations and rich materials they create a positive sense of the brand. Fashion brands like Acne, Celine, and Gentle Monster have been following it.
The retail showroom of 1000 sq. ft exudes grace. The store has been designed for Aevanta, a modern jewellery brand. The shop opens into a contemporary foyer followed by a buffer before we can enter the primary retail space. The centre stage is taken by a fluted statuary stone panel and the terrazzo pedestal with brass inlay. The background is studded with a well-lit niche with graphic tiles, which are also included in the flooring.
This jewellery store is a scenic sight for experiencing the best of jewellery. The store has an aesthetically carved green arch colonnade with a wooden shelf to display jewellery. The veneer table front is laser cut with inlaid diamond-shaped gold acrylic. Long mirrors with dark green wooden flute cladding along with brass inlay enhance the grace of the
Yingling Stone by Atelier Alter Architects, Beijing city
The gifted architect Atelier Alter converted a storage space into a stone archive to showcase the diversities of stone craft. The cutting plates are materialized as different stone shelves for the mediation between spaces. The stones used are recycled materials from different stages of stone processing. The space has three trapezoidal openings punched through the perforated stone walls. These openings include the entrance, the clerestory window, and the opening to the restaurant. A beautiful garden exists between the perforated and existing wall that brings light and breeze into the space. To set the shelves apart and to create a residual space that prepares visitors for entering the gallery, the second layer of stone is added. In this second layer of stone, we can find an outwards-tilted stone shelve, that is composed of the stacking of mountain skins cut away from dimensional stones. Next to the gallery, we can find a small restaurant, bar, and cafe. To enhance the catering space and internal courtyard and library.
The store has a systematic design of Indo-Roman patterns designs and motifs. The store has a facade is built of an excellent arched-glass door with a triangular roof on its head with a lion embarking on the store as the king of jewels in the city. The lavish jewellery store by Arjun Jewellers Pvt. Ltd is 5-storeyed. The entrance glows in dark due to the addition of golden lights.
Tupperware’s Tupp Soho pop-up, USA
The shopping experience has been strategized to necessitate no restocking of displays, no touching of products, and no need for large crowds. The products are displayed and purchased by flagging a staff member, who had a tablet equipped with Square. Once the purchase is complete, the staff member would collect and wrap fresh versions of the items “backstage” and bring out the finished shopping bag (a reusable tote). The experience is like a pop-up of a museum to buy large products without having to carry them around.
Gentle Monster, Los Angeles
The store features straw piles and artfully placed rods, creating an atmosphere closer to an art gallery which creates a unique theme.
Technology
Stores can make use of technology to generate connections by making every consumer feel like they have a personal shopper who has their favourite items (in their size) placed in a dressing room when they arrive or who can suggest similar pieces based on prior purchases. Machine learning tools like Noya Kohavi have been working on this.
Conclusion
Retail layout refers to how retailers set up product displays, fixtures, and merchandise in-store. It is essential to thoughtfully arrange merchandise to maximize conversions. The surge in utilizing technology is yet to be fully explored for interesting transformations.
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