VMSD - January 2013 - (Page 16)

A D V E R T I S E M E N T KRISTOPHER KARGEL President From your perspective, what’s been the biggest change over the last year in how retailers are designing their stores? Your ads are who you want to be. Your store presence is who you actually are. Why am I here? What makes me want to stay, come back, to bring a friend? We believe those in-store moments and emotions establish the overall brand narrative. Striking the right balance between transactional efficiency and engaging and compelling environments is essential. In-store experiences should be an asset easily leveraged to increase long-term brand/company value, selling not only the moment but also significantly increasing the likelihood of future sales (across all your channels) while compelling consumers to bring their social circle into the mix. Now, those are store designs with a great ROI! intuitive devices and interfaces. It is critical in our world as well. Are the interactions natural, intuitive and aesthetically pleasing at each fixture? How is the interaction “residue” of the prior consumer effecting shopper number 2, 10 and 50? We are spending more time working with our clients on this thought process. When you look to the coming year of retail design, what excites you the most? A brand’s story unfolds over time through those touchpoints we all know. If well told, it seems natural to people how they have integrated these into their lives. However, just as life is remembered in some encompassing time continuum, brands embed themselves into people’s heart and minds in specific discreet moments that make impact and shape perception. Malcolm Gladwell wrote about how people are constantly absorbing inputs and how our minds thin-slice that information to make snapjudgments. What a daunting reality for brands, retailers and companies like us. But, it is those moments we live for and that keep us excited! As retail building activity picks up, how is your relationship with clients evolving? Volume and value of projects is certainly increasing, however the one thing I do not want to change is the fundamentals of our relationships. Quality relationships, whether in personal or professional life, are built on mutual trust, respect, commitment and consistent results. This foundation has allowed us to continue to expand our capabilities and bring our skill sets in new ways to existing clientele as well as new client niches within the industry. What products and services are you seeing a demand for in 2013? Right now people in stores are standing in front of a fixture interacting in the one place the consumer, brand and product come together. We are investing more critical design thinking on that interaction. Apple is phenomenal at creating aesthetically pleasing and What's the one thing you want clients to know in order to build a successful working relationship with their vendors? Work with people you like and who make you want to be better. SERVICES Custom fixture displays and packaging; design services; manufacturing in all types of media, including metal, acrylic, new and recycled woods, glass ADDRESS Chippenhook 1825 Lakeway Drive Suite 400 Lewisville Tx 75057 CONTACT p: 800.527-.866 d: 972.906.1800 f: 972.906.1000 www.chippenhook.com http://www.chippenhook.com http://www.chippenhook.com http://www.chippenhook.com

Table of Contents for the Digital Edition of VMSD - January 2013

VMSD - January 2013
Contents
From the Editor
VMSD Editorial Advisory Board
Props + Decoratives
OK Works’ Michael Killeen
Lighting
Mannequins + Forms
Fusion Specialties’ Stacie White
Materials + Wallcoverings
Furniture
Fixtures
Chandler Inc.’s James Voigt
Flooring
Signage + Graphics
Best of the Rest
Ad Index
Lasting Impression

VMSD - January 2013