design:retail - October 2016 - 22
designer picks
022
Clicks to
Bricks
ALISON MCNEIL
PRINCIPAL, INTERIORS
DIALOG
W
@dialog
HEN MAKING THE shift from clicks to
bricks, let design be your translator.
From schematic design to construction
to visual merchandising and packaging, here is
a snapshot of the design sequence we created to
bring e-commerce brand SHOES.COM's digital
identity to life.
[1]
1. The Shopper's Mindset
Offering a chance to see, test, touch and ask will attract
shoppers to come inside to connect with your product, and also
to be inspired. We created The Editor's Room as a comfortable
place to ask for opinions, enjoy a complimentary treat and take
time to fall in love with a pair of shoes before purchasing them.
With the rise of the social club, this can serve as a community
space to host events of special interest to shoe lovers.
2. Bespoke & Craft
[2]
Adding bespoke design elements to show that you celebrate
community will build consumer trust. You want to blend
into a neighborhood and respect the past while showcasing
what's special about you. We maintained the exterior
architecture of the Queen Street location to express this,
and worked with a local studio to create custom-designed
furniture. Appealing to texture, touch and senses, we created
subconscious cues from natural wood, metal fixtures and
plush fabrics to resemble the crafting of a shoe.
[3]
3. Instagrammable
Moments
User experience, the de facto of digital identity, was
translated into design features like colorful super graphics,
dynamic floor sequences and lighting-no filter needed.
Create a visual world that will spark curiosity in shoppers to
explore and return, and share the experience with friends.
4. Take Risks
Key to your clicks-to-bricks puzzle is a clear design vision.
Challenging the rules of retail and stepping outside of your
comfort zone takes bravery, but it will help you nail down a
sequence that is true to your brand and can resolve potential
roadblocks. Where technology can be austere and cold,
shoppers are searching for warmth. The sequencing of rooms
mimics the website experience, but is designed to draw
attention away from technology and toward sensation.
ALISON MCNEIL IS AN AWARD-WINNING DESIGNER WITH 15-PLUS
YEARS OF EXPERIENCE IN INTERIOR DESIGN AND ARCHITECTURE.
SHE HAS LED THE DESIGN OF GLOBAL HOTELS AND RETAIL
ENVIRONMENTS THAT INCLUDE FOUR SEASONS, W HOTELS,
VICTORIA'S SECRET, LANE CRAWFORD AND EMBLEM HOTELS.
[4]
OCTOBER 2016
DESIGNRETAILONLINE.COM
GLOBALSHOP.ORG
Photos courtesy of SHOES.COM
http://www.DESIGNRETAILONLINE.COM
http://www.GLOBALSHOP.ORG
http://www.SHOES.COM
Table of Contents for the Digital Edition of design:retail - October 2016
design:retail - October 2016
Contents
Editor’s Note
GlobalShop Talk
On Trend
We Love This!
Designer Picks
Clicks & mortar
Postcard
How’d They Do That?
Mingle
Have You Heard?
Perspectives
The Visual Eye
Searching for Steve Jobs
Vera Bradley
California Closets
Retail Design Industry 2016
Products
Backstory
design:retail - October 2016 - Intro
design:retail - October 2016 - design:retail - October 2016
design:retail - October 2016 - Cover2
design:retail - October 2016 - 1
design:retail - October 2016 - 2
design:retail - October 2016 - 3
design:retail - October 2016 - Contents
design:retail - October 2016 - 5
design:retail - October 2016 - 6
design:retail - October 2016 - 7
design:retail - October 2016 - Editor’s Note
design:retail - October 2016 - 9
design:retail - October 2016 - GlobalShop Talk
design:retail - October 2016 - 11
design:retail - October 2016 - On Trend
design:retail - October 2016 - 13
design:retail - October 2016 - 14
design:retail - October 2016 - 15
design:retail - October 2016 - 16
design:retail - October 2016 - 17
design:retail - October 2016 - We Love This!
design:retail - October 2016 - 19
design:retail - October 2016 - 20
design:retail - October 2016 - 21
design:retail - October 2016 - Designer Picks
design:retail - October 2016 - 23
design:retail - October 2016 - Clicks & mortar
design:retail - October 2016 - 25
design:retail - October 2016 - 26
design:retail - October 2016 - 27
design:retail - October 2016 - Postcard
design:retail - October 2016 - 29
design:retail - October 2016 - How’d They Do That?
design:retail - October 2016 - 31
design:retail - October 2016 - Mingle
design:retail - October 2016 - 33
design:retail - October 2016 - Have You Heard?
design:retail - October 2016 - 35
design:retail - October 2016 - Perspectives
design:retail - October 2016 - 37
design:retail - October 2016 - The Visual Eye
design:retail - October 2016 - 39
design:retail - October 2016 - Searching for Steve Jobs
design:retail - October 2016 - 41
design:retail - October 2016 - Vera Bradley
design:retail - October 2016 - 43
design:retail - October 2016 - 44
design:retail - October 2016 - 45
design:retail - October 2016 - 46
design:retail - October 2016 - 47
design:retail - October 2016 - 48
design:retail - October 2016 - 49
design:retail - October 2016 - California Closets
design:retail - October 2016 - 51
design:retail - October 2016 - 52
design:retail - October 2016 - 53
design:retail - October 2016 - 54
design:retail - October 2016 - 55
design:retail - October 2016 - Retail Design Industry 2016
design:retail - October 2016 - 57
design:retail - October 2016 - 58
design:retail - October 2016 - 59
design:retail - October 2016 - 60
design:retail - October 2016 - 61
design:retail - October 2016 - 62
design:retail - October 2016 - 63
design:retail - October 2016 - 64
design:retail - October 2016 - 65
design:retail - October 2016 - 66
design:retail - October 2016 - 67
design:retail - October 2016 - Products
design:retail - October 2016 - 69
design:retail - October 2016 - 70
design:retail - October 2016 - 71
design:retail - October 2016 - Backstory
design:retail - October 2016 - Cover3
design:retail - October 2016 - Cover4
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