The Role of Retail Space Design
Physical retail is under immense pressure. With the pandemic exacerbating challenges in the sector, many brands have already undertaken strategic reviews and condensed years of transformation into just a few months.
For instance, in 2020, Nike announced it would accelerate its digital strategy and invest in the most promising directions. Zara’s communications revealed plans to close 1,200 stores over two years while investing €2.7 billion in digital technologies. However, this does not mean that offline commerce will disappear entirely. Instead, the future will see a more refined and focused offering, combining the best of human and automated services.
The shift to online is also changing the perception of retail spaces as places of customer interaction. From points of sale, they are evolving into showrooms where customers purchase not products but experiences of the products. Today, brands worldwide are rethinking store formats, using data and analytics to forecast foot traffic, manage assortments, and create personalized offers. Flagship stores will be designed as "discovery zones," aiming to build emotional connections with customers while showcasing elements of the brand's identity.
The Role of Spatial Design
In an era of overconsumption, friendly maximalism, and stores saturated with customer experiences, shoppers are beginning to seek more mindful purchasing experiences. Stores will adopt a more relaxed atmosphere and transform into "havens" for customers, featuring minimalist designs.
Trends
- Minimalism is evolving with a more thoughtful approach, featuring brand design that is simple and functional yet luxurious. Soft and muted half-tones, neutral retro shades, and matte metals are key elements.
- As interest grows in brand design and spaces where the line between physical and digital is blurred, it is possible to create virtual environments through the enticing use of light, surfaces, patterns, and transparency.
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