DDi - June 2013 - (Page 53b)

Sentiment, Quietude, Allegory and Rapture. Sentiment offers opulence and is characterized by a sense of romanticism with lush, rich colors and cultural infl uences. The palette includes inky blues, fi ery reds, soft browns, rich greens and surfaces that are not quite perfect with an authentic, historical appeal. Embroidery, small-scaled fl oral patterns, softwashed pastels and oversized tassels are just a few of the details that communicate this category. Our over-stimulated society is in need of some relief, or Quietude. Balmy neutrals and watery, milky pastels combined with smooth surfaces with soft glazing effects dominate this category. Spaces of contemplation that are tranquil and minimal, but not stark, fi nd importance. Light refl ecting and refracting off of surfaces and chalky coatings are ways to communicate this quietude. “Strip back the noise and savor the silence,” Guarascio described. “This is about less is more, subtleties and no distractions.” When a brand needs to communicate mys- tery and a little magic, Allegory offers a palette of marbled and metallic surfaces, inky grays, muddy browns, bronze and jet black. Highly textured yet organic surfaces and ancient symbols are some of the details that communicate power. From a graphic standpoint, geometrics, triangles, circles and symbols express this spiritual category. For those who need a little playfulness and a sense of optimism, Rapture brings a palette of bright color and pops of neon to the table. No blacks in this scheme; everything is about surprise and celebration. Stripes, animal prints, camoufl age and clashing combinations that surprise and make you laugh are key. Shopper Insights Survey Christopher Studach, creative director at King Retail Solutions (KRS), and Andrew Swedenborg, executive vice president of KRS, shared results of a three-part study that looked at how consumers perceive and value the retail environment in grocery stores, home goods providers and clothing retailers. They shared the complexity of today’s shoppers who “want to feel great about their purchases and inevitably seek total value.” The challenge is that every consumer has a different perception of value, which is some combination of price, selection, quality, convenience, environment and service. The survey revealed the importance of the cus- tomer’s experience across the categories. Customers believe they have an elevated status when shopping Christopher Studach, KRS Andrew Swedenborg, KRS in a superior environment. It impacts their perception of the retailer, and the comfort level in that environment impacts the length of time they spend shopping. Retailers and brands have to fi nd ways to constantly improve that experience—in some cases, changes in the environment alone can impact the perception a consumer has of the product. So, where does that leave customer service? According to Studach, “Customer service will be fl ipped on its head. If less people expect it, retailers can make it more memorable and desirable as a differentiator.” They advised avoiding the middle of the road when creating retail experiences. “Design used to be keeping up with the Joneses—now design is much more aggressive,” Swendenborg said. “Successful retailers are thinking ahead—‘What do we need to do to be ready for tomorrow?’” Design is for everyone now, not just luxury brands. It affects perception, so it needs to be used to communicate the right message to your customers. From design to product offerings, the survey showed that big-box retailers are making an impression on consumers. In both the grocery and home goods categories, big-box retailers ranked high as a shopping option. This is an example of how shopping habits and expectations are changing. “Your competition is changing drastically and growing—drugstores selling food, and food stores selling apparel,” Swendenborg said. “Retail is changing, and retailers are trying to come up with ‘a magic combination.’” Local Flavor: Divergent Design Strategies of International Brands The ability to understand diverging and con- verging design trends across key global and national markets supports the success of brands and retailers. A panel of experts shared their experiences on the global stage with the audience. While many specifi c project examples were shared, there were common threads to the conversation. A key factor in successfully carrying a brand From left: Paul Lechleiter, FRCH Design Worldwide; Tom Herndon, Macy’s; HeeSun Kim, FRCH Design Worldwide; Justin Lafoe, Disney Theme Park Environments needs to be maintained between local fl avor and brand experience. For their Tokyo project, a roof structure was created over Main Street—a unique feature for the location—due to the amount of snow in the area, yet the iconic castle remains to communicate the distinct Disney brand. Understanding a culture includes understand- ing its economic conditions. Kim described the fast economic growth of Mexico and how understanding the economic trends had a huge impact on design, such as the growing trend of outdoor sports and vacation homes. In Latin cultures, religion also plays a role, so she referenced the importance of not over-sexualizing imagery and using more abstract mannequin styles. Lafoe continued to share how Disney translates its experiences across cultures and environments, such as the Bibbidi Bobbidi Boutique that transforms little girls into princesses. In Tokyo, an imaging studio with lots of photo opportunities is important, while in Florida it is about the regalness of the experience in the iconic castle. It is then translated on a smaller scale for the Disney Cruise Ship, where it transitions for different activities— princesses on one day and pirates the next. www.ddionline.com across international borders is the team’s ability to integrate “local fl avor.” Both HeeSun Kim, creative director for FRCH Design Worldwide, and Justin Lafoe, director of global retail development for Disney Theme Park Environments, highlighted the importance of site visits in this process. They agreed it is critical to understand all aspects of the market and then share successes from other international projects to see if certain innovative elements will translate well across cultures. And, while Macy’s is not an international store, the importance of “local fl avor” applies across the United States, as well. “We listen to the customers to decide what trends to pay attention to,” says Tom Herndon, senior vice president for Macy’s. For Lafoe of Walt Disney, a delicate balance DIGITAL EXCLUSIVE DIGITAL EXCLUSIVE DIGITAL EXCLUSIVE DIGITAL EXCLUSIVE DIGITAL EXCLUSIVE DIGITAL EXCLUSIVE DIGITAL EXCLUSIVE http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - June 2013

DDi - June 2013
Table of Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Editor’s Choice
Design Snapshot
Cover Story: Isetan
Little Bookworm
Polaroid Fotobar
Creative Roundup
The Art of Drawing
Globalshop 2013: Post-Show Coverage
Right Light
Product Spotlight
Calendar
Advertisers
Classifieds
Think Tank

DDi - June 2013