VMSD - June 2013 - (Page 64)
Interview by Steve Kaufman
Little’s principal combines the sensibilities of Antoni Gaudí
with his own American style of problem-solving.
Barcelona, the city of Gaudí, is your hometown. Were you
inspired by the great architecture?
I clearly remember my attraction to his work – or, better said, the
emotion it conjured. How different and free-flowing his work was
from everything else around it. It shattered my concept of progress
and time. His was a reminder of what could be possible.
Have you employed anything about Gaudi’s design into your
Gaudi’s work reminds me never to underestimate the power of
collaboration. His ideas required a single vision, but he benefited
from the input of master craftsmen to refine and shape the work
along the way.
You include the word “branding” so much in your explanation
of your work. How do you think retailers consider branding?
Understanding the importance of branding is universal today.
How to create it, improve it and leverage it is more complicated.
Customers’ brand perceptions are influenced by so many variables
that retailers have a tough time wrapping their arms around it all.
Most retailers function within compartmentalized and isolated
departments, but customers see brands as interconnected
experiences. We help our clients tie all those variables together.
} New York: After a while, every place
else seems to move in slow motion.
} Los Angeles: Laid-back, eccentric and
colorful. Perhaps the weather has a lot
to do with the culture and approach.
} Boston: A great contrast of old and
young, a historical city with a massive
} Miami: I love the blend of cultures and
the Latin overlay.
} Charleston, S.C.: The urban scale –
sidewalk proportions to heights of
buildings, parks, public spaces –
feels right to me. I love the texture of
the streets, the little nooks and crannies
the city offers.
64 JUNE 2013 | vmsd.com
Healthcare is becoming a new frontier for retailing. Talk a
little about the retail elements that go into such a non-retail
Our approach to healthcare design follows the same principles
we use for retail design. We shape the “patient” experience using
a mapping process and ensure that all the design elements are
So a classic consumer experience?
Not exactly. We focus on how to address an altered mind state:
When patients visit the doctor, they are ill and often defensive,
so we craft an experience that removes anxiety, bringing calm
and clarity to the process. x
COURTESY OF LITTLE, CHARLOTTE, N.C.
Places to explore
“Communication” is another hot industry term. How do you
explain what you mean by that to your retail clients?
By “communication,” I mean the architecture of messages: what,
where, why and how. The in-store experience begins with what
happens before the visit.
Table of Contents for the Digital Edition of VMSD - June 2013
VMSD - June 2013
Table of Contents
From the Editor
VMSD Editorial Advisory Board
Great Minds Think Alike
The Doctor Is In
Best Supporting Performance
VMSD - June 2013