ICON - The magazine of the American Society of Interior Designers - (Page 38) Creative use of technology, including television monitors as wall art and as a space divider, impacts the shopper’s experience in this Hong Kong jewelry store. justable recessed down lights and other items designed to be reset aids in the quest for flexibility. As the average brand longevity in the United States is between five and seven years, design changes are ver y considered, and the planning process can start well in advance. Retailers are likely to stick to their brand. They want customers to “know exactly what they’re going to get,” says Brigham. Orange22 is one firm that’s taking the experiential shopping formula to new heights—literally. The company, which specializes in retail, product and brand design, collaborated with travel goods store Flight 001 to produce an innovative retail space, reminiscent of an actual airplane. “The clients had a vision but needed to turn that vision into an experience. The inspiration for the retail concept was born out of the historic Pam Am 001 Flight,” says designer and Orange22 founder Dario Antonioni. “My goal was to design an experience that recreates the thrill of international travel during an era when it was chic and glamorous,” Antonioni continues, noting that he took many cues from airport terminals and aircraft interiors and combined them with “sexy” materials. The three Flight 001 stores—two full-sized and stocked stores in San Francisco and New York, as well as a smaller boutique version, Flight 001 Shuttle, inside New York’s Henri Bendel store—are inspired by the high-style airline travel of the 1950s. Curved white ceiling and fuselagelike walls create the airplane cabinshaped interior, and matte light boxes shine on the tiled “aisle” or store pathway from implied overhead bins. “To create a clean and inviting space, I utilized matte white surfaces, walnut paneling, opaque plexiglas and illuminated the entire store with soft lighting,” says Antonioni. A feature wall highlights the newest products on window-like discs and suitcases are cleverly displayed in a baggage claim zone. What’s Next The future of retail environments is really about one word—technology. The planning process of a store design starts behind the scenes, and is playing a more critical role in the success of a store as experiential design treatments are raising the bar on customer expectations. As important as a dictated shopping experience is, the interior will not be successful without careful analysis of consumer behavior, for as brand tactics influence consumer behavior, consumer behavior influences sales. With new analyzation tools and behavioral research being incorporated into the front end of the design process, stores are building upon the experiential technique to elevate the InformeDesign® Research on Retail Environments Summaries of these, and other studies related to this article can be accessed from the InformeDesign® Web site at www.informedesign.umn.edu. Airport Waiting Spaces as Shopping Places, Space and Culture Meat Color and Lighting in Grocery Displays, Color Research and Application Men’s Preferences When Shopping for Clothing, Journal of Retailing and Consumer Services Merchandise Display Affects Consumer Behavior, Journal of Retailing Pedestrian Traffic Patterns in Shopping Malls, Environment and Behavior Perceptions of In-Store Shopping Experiences, Journal of Retailing and Consumer Services Retail Environment Design Impacts Shoppers, Journal of Marketing Shopping Behavior Over Time, Journal of Urban Planning and Development Why Shoppers Go To 24-Hour Supermarkets, Journal of Retailing and Consumer Services 38 ASID ICON | THE MAGAZINE OF THE AMERICAN SOCIETY OF INTERIOR DESIGNERS BRUCE BRIGHAM, FASID http://www.informedesign.umn.edu
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