top caption: the design goal for the store prototype was to bridge the fine line that would appeal to both ends of the spectrum: those early adopters who would come in for hip, fashion shoes; and the mainstream audience that would best respond to an environment and product assortment that was totally new but still familiar.
left caption: theatricality is enhanced with a footprint that encourages discovery as customers flow through the store. The choice of materials was critical to this all-important sense of discovery. Everything is ambiguous, from the organic patterns printed on fiberglass or embedded in glass, to the metal surfaces that appear to be wood, but reveal no specific wood
concept quotes:
"...Gensler's strategists hammered out the brand positioning statement, researched names, developed the logo mark and brand identity, the executive team at Pac Sun started to develop their product buy based on what the design team was finding: who would shop the stores, what they were looking for, what the product would look like, and the environment of the actual store,"
"What has worked is a boutique-type, well-designed retail environment that is extremely functional and new. "For One Thousand Steps' customers, kids 15 to 25, it's all about getting away from mass homogenous brands. There's a backlash in this market segment against the ubiquitous nature of retail as it is today,"
noteworthiness:
consumerism dictates almost everything in our society. everything is based on pleasing the people that are going to put money in our pockets. even to the extent of shoe purchasing. these designers tore down the old conventions of shoe store design and manipulated new ideas to better accommodate today's buyer in hopes of higher profits. the inspiration for the new design was the tastes and trends of today's consumer. the more capitalism and consumerism gets to know 'us', the more money they make.
another noteworthy bit: each store 'set' is taken down routinely and updated. this also furthers it's functionality as it is able to change quickly.
personal meaning:
it is fascinating how consumerism and design mingle and create beautiful and functional spaces. this is one excellent example of function and design. i have always questioned whether the girls that work at charlotte rouse are really going to see if there is a size 6 1/2 in those green stilettos or if they are going to pretend while they spit there gum out and come back to tell me that's the only size they don't have in. with this new design, there is no question or gum spitting.
2 comments:
Noelani,
Retail is unique amongst design specialties in its single-mindedness- every decision is made to enhance the buying experience for the bottom line. However, getting folks to commit is far from simple- as this article describes, it's about knowing the customer perhaps more than the customer may realize. It also points out how architectural firms are going far beyond the physical design of spaces, into branding, customer identity, logos and the like. Such background research is no longer an option, it's a necessity.
I love the quote "the executive team at Pac Sun started to develop their product buy based on what the design team was finding: who would shop the stores, what they were looking for, what the product would look like, and the environment of the actual store." It is amazing to me that customers don't even know themselves as much as the designers know who they are designing for. But my question is, how far will people in the business world venture in order to benefit for themselves? I wonder how much they actually reuse within the stores set up when they decide to change the stores design. Do the businesses start from scratch every time they decided to redesign? If so, doesn't that just spend the money they will be making from their same customers wanting the new look in the stores? I guess there is a price to pay in order to keep your customers happy and continuing to shop at your store. In the long run the businesses are making the big bucks and don't worry about the money it takes to change the layout of their stores.
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