VMSD - November 2013 - (Page 64)
Interview by Steve Kaufman
The vp of creative strategy at ESI Design (New York) helps retailers become educators and
What do ESI’s retail clients need?
A way to make all that physical real estate useful and compelling again.
And the answer?
The next chapter of retail will be that people are more interested in relationships with
their retailers than in simply doing a transaction. People will want to go to a store
because they can learn something, talk to someone smart, participate in an event,
socially interact, all the things you can’t get online.
Petco is doing something interesting. Its big-box stores offer a number of services, like
dog-walking, pet training and inoculations, but the scale of the environment is too large
for this experience. They recently opened about 50 Unleashed by Petco stores offering
the same price benefits as their big boxes but at the properly intimate scale, so you
know and trust the staff.
A Night at the Museum
eSI made its name designing interactive
experiences for the American Family
Immigration experience at ellis Island, the
brooklyn Children’s museum in New York
and the Dream Cube Pavilion at the 2010
Shanghai World expo.
“Stores need to feel like fun learning
environments, almost like museums,”
D’Arcangelo says, “all interactive and
participatory. museum work is our roots.
We’re just applying those principles to retail.
It’s a natural fit.”
How about clients of ESI?
We’ve helped Staples develop a smaller-store format that makes it really easy to access
inventory that’s online but also gives people a reason to go to the store. It’s creating that
third space Starbucks has perfected so well, a meeting hub where you can get a cup of
coffee, get some printing or copying services done, hold a small business meeting and
perhaps buy some product.
What are your roots?
I worked on a very early interactive media project called the Global Jukebox with
music scholar Alan Lomax; the project was funded by Apple and the National Science
Foundation. We knew in the early 90s that we were on to something that would
transform the world, interactive media that would change from a one-way broadcast
system to a two-way or multi-way conversation.
You spoke at IRDC about retailers’ community engagement. What was the
It’s time for retailers to become community-centric, linking to their local
neighborhoods. After all, they have this existing built real estate, so make it a compelling
place for people to visit.
Who’s doing a good job of this?
It’s part of Lululemon’s operating model. They hold free yoga classes every Sunday
morning. They also engage local brand ambassadors, who teach about trends.
So it doesn’t have to be just computer classes.
No, learning doesn’t have to be confined to consumer electronics. The product may be
simple, but what you do with it in your life never is. x
64 November 2013 | vmsd.com
IaN LEwIS CampbELL , NEw YOrk
Such as an event space, for local non-profits to use. Or a place to hold parties – booksignings, speaking engagements, educational events, local services. Or a gallery space
for local artisans. Or a meeting space for community groups.
Table of Contents for the Digital Edition of VMSD - November 2013
VMSD - November 2013
From the Editor
VMSD Editorial Advisory Board
Green Today, Gone Tomorrow?
One size fits all
Retail’s New Era
Be Something Amazon Can’t
VMSD - November 2013