Architectural trends in retail design

Real Estate Weekly, Jan 28, 1998 by Kenneth Gruskin, Michael Markowitz

Regardless of the size of the project, successful retail design requires taking a variety of factors into account. With issues of cost, efficiency, and appearance to consider, not to mention the approval of planning and zoning committees, retail design projects can be a lengthy and complicated process.

Computer imaging speeds the process of retail design projects by creating realistic, digital renderings that can be studied in advance of construction. This allows tenants, landlords and planning committees to see the architects' vision before construction begins, saving everyone money and time that could be wasted through costly changes after construction has begun.

Computer imaging helps to avoid misunderstandings and delays by eliminating the gap between what a client expects and what they get. This "preview" of design plans allows suggestions for change to be made in advance, and the results seen almost instantly. Collaboration of this kind ensures that everyone is on the same page throughout the planning process, and facilitates the speedy approval of plans.

Computer imaging is extremely helpful in retail design because ideas can be laid out for view and then tweaked until the perfect balance of efficiency and appearance has been reached. And all this can be done before any construction begins.

Whether designing a superstore or a kiosk, there are certain factors that must be considered. For example, it is always necessary to maximize the use of space, whether there is a lot or a little of it. Plus, the comfort of the salespeople and the time efficiency on behalf of the customer must be taken into consideration, making ergonomics and work-flow an essential part of the equation. Workstations must be designed to streamline the efficiency and speed of a sale.

Another necessary consideration is the layout of the store and how it rates in terms of being "customer-friendly." In most cases, customers want to be in and out of a store; they want to find what they need easily and quickly. All of these factors must be considered when designing a retail space.

Computer imaging allows the architect to try several approaches, show them to the client, and then make necessary adjustments.

An example of the advantages of computer imaging came into play with the Bell Atlantic Mobile store in the Mall at Short Hills located in Short Hills, New Jersey. Initially, mall officials were skeptical in accepting this kind of store in an upscale mall because its existing stores elsewhere did not fit in with the maws appearance standards. We photographed the previous tenant's exterior and its immediate surroundings. We also photographed existing unique materials or textures; things like marble floors, mahogany paneling, or unusual ceiling tiles. Then a model of the proposed storefront was digitally overlaid on the photo, applying various textures and appropriate light reflections to create a full color, realistic rendering. The mall administration approved the facade design proposal immediately, based on the digital photograph. The project was carried out as planned, and within budget, ensuring that the retailer was open for business before the important winter holiday sales season.

Creating an overall, coordinated look, as was the goal with the Bell Atlantic store, is becoming increasingly prevalent in downtown areas. This "mall mentality" is an attempt to coordinate the color, design and signage throughout a downtown area. Renovation of downtown districts can still be slow, with zoning ordinances and boards who oversee all commercial construction within the district. But computer imaging can assist in speeding the approval process by enabling planning committees to glimpse a look at what the completed project will look like. They can make any recommendations and necessary changes immediately, thus facilitating the entire process.

Lighting is also a very important factor in retail design. Certain pieces of merchandise sometimes need to be highlighted or set apart. We designed retail space for a consignment shop in which the use of light was a very important factor. We purposefully incorporated middle of the road lighting, meaning we didn't want the store to appear too upscale, yet we didn't want a warehouse level either. What many people don't realize is that lighting is a subliminal detail that has an effect on customer's buying decisions. Fluorescent lighting automatically signals you to think discount, whereas spot lighting signals upscale. Light can be used to "sculpt" a space; to give space a distinct personality and theme.

Retail store design requires not only pleasing the store owner, landowner or tenant, but often planning and zoning committees as well. Computer imaging allows us to make sure that all parties are satisfied before construction begins. And the digital graphics we create can even be accessed through the World Wide Web, if the client desires, so that remote partners and/or offices can participate in the design process, improving communication and increasing the understanding of all involved parties.