Contract Magazine - November 2019 - 20

the intersection of health,
wellness,
and retail:
indulge, experience, connect
By Sheri Blattel, Associate Principal
at CTA | Cushing Terrell

Consumers today are time-conscious-
very time-conscious-but at the same
time, continually shifting to a lifestyle
defined by health and wellness. Wellness,
as a result, is taking on a whole new
meaning as it enters the digital and physical worlds, including many brick-andmortar retail spaces. So how do today's
retailers strike a balance between efficient shopping and the need to slow
down, indulge, and connect with the
notion of wellbeing? In this age of convenience, retail design must meet the
consumer where they are, both physically
and emotionally, throughout the shopping experience. Here are five ways to
incorporate wellness into the new retail
experience:

4. Encourage social exchange: Studies
show social relationships and human
interaction contribute to good health,
longevity, and wellness. With endless
options for obtaining goods online, extra
effort must be made to bring people off
their devices and into physical retail
spaces. This often translates into stores
and pop-ups designed for "social media
moments" that encourage customers to
share their physical experience digitally.
With this also comes the intentional
decision to incorporate various forms of
gathering spaces. Stores like Crate and
Barrel's new The Table at Crate concept
centers around bringing customers into
a physical space and socializing and
engaging with them offline.

5. Make healthful selections: Decisions
1. Create multi-dimensional spaces:
that go beyond the product to improve
Today retail environments have adapted
personal health are invaluable. Consider
to encompass lifestyle perks and
Coated, the first clean-air nail salon in
time-saving, health-enhancing features.
Austin that is carefully engineered to
Even your typical grocery store, for examremove harmful chemicals, dust, and
ple: It's not only expected to stock
toxins at the source, with systems that
organic items that are better for you,
function at "hand level," so service is
but also offer fresh smoothies, seating
uninterrupted. This can be taken even
areas to relax, and wellness departments
further to include a heightened emphasis
where patrons can seek advice or be
pampered. Mobile kiosks or modular fixtures also allow for the flexibility of a service on daylight, air quality, and sustainable nontoxic material selections. Decisions that
or product to physically meet the customer, creating a store-within-a-store destina- are weighed heavily in workplace and residential environments could, and should, be
considered with equal weight in all spaces, including brick-and-mortar retail.
tion experience.
2. Celebrate the senses: Some retailers are taking sensory experiences to define
an entire retail concept and engage consumers on a personal and authentic level.
Rapha Cycle Club in Seattle, a bicyclist community and retail dream destination, has
compiled all aspects of an active lifestyle and housed it under a single store roof.
Centered around biking, the retailer is innately wellness-driven; add in the appeal of
taste, test, touch, and feel, and customers are also encouraged to gather and watch
live events, browse new apparel, sip freshly brewed espressos, and connect over their
latest rides.
3. Carefully incorporate technology: Technology plays a large role in the design
of most environments today. At a department store beauty counter, for example,
augmented reality can be used to enhance the shopper experience in the form of a
"smart mirror." Walgreens is testing similar technology to guide purchases in their
refrigerated aisles. More passive tactics, such as monitors quietly playing tutorials,
are also being used. Whether enabling human interaction or product interaction, technology should be used to enhance experiences, not replace them.

20

Retailers benefit from the ability to market these design moves, and consumers benefit from spending time in a "well" environment. In an age where personal and work
lives blur, and everyone is "always on," with less time to spare, shoppers now tend to
seek unique experiences and crave sources of wellness. As a retail provider, you are
in a unique position to accommodate both.
With over 30 years of experience in retail design, Associate Principal Sheri
Blattel currently co-leads CTA | Cushing Terrell's retail team driving thought
leadership strategy and overseeing some of the firm's largest, most complex
retail projects such as Whole Foods Market, Crate & Barrel and H-E-B.

contractdesign.com

NOVEMBER 2019

PHOTOGRAPHY: COURTESY CTA | CUSHING TERRELL

VIEWPOINT


http://www.contractdesign.com

Contract Magazine - November 2019

Table of Contents for the Digital Edition of Contract Magazine - November 2019

Contract Magazine - November 2019
Contents
Editorial
Industry News
Viewpoint: Cushing Terrell
Product Briefs: Healthcare
Product Focus: Soft Contract: Room & Board Business Interiors
Designer You Should Know: Graciela Andraos
Rethinking Wellness: How the next generation of healthcare spaces are making people happier and healthier.
Corporate Childcare Center
G-CUBED Skidmore, Owings & Merrill (SOM)
Vital Proteins Solomon Cordwell Buenz (SCB)
Matrix: Boutique Design New York (BDNY)
Matrix: Outdoor Furniture
Healthcare Environment Awards 2019
Designers Select: Wallcoverings
The List: New Books
Bauhaus Chicago: Design in the City
Contract Magazine - November 2019 - Contract Magazine - November 2019
Contract Magazine - November 2019 - Cover2
Contract Magazine - November 2019 - 1
Contract Magazine - November 2019 - Contents
Contract Magazine - November 2019 - 3
Contract Magazine - November 2019 - 4
Contract Magazine - November 2019 - 5
Contract Magazine - November 2019 - 6
Contract Magazine - November 2019 - 7
Contract Magazine - November 2019 - 8
Contract Magazine - November 2019 - 9
Contract Magazine - November 2019 - 10
Contract Magazine - November 2019 - 11
Contract Magazine - November 2019 - Editorial
Contract Magazine - November 2019 - 13
Contract Magazine - November 2019 - 14
Contract Magazine - November 2019 - 15
Contract Magazine - November 2019 - Industry News
Contract Magazine - November 2019 - 17
Contract Magazine - November 2019 - 18
Contract Magazine - November 2019 - 19
Contract Magazine - November 2019 - Viewpoint: Cushing Terrell
Contract Magazine - November 2019 - 21
Contract Magazine - November 2019 - 22
Contract Magazine - November 2019 - 23
Contract Magazine - November 2019 - Product Briefs: Healthcare
Contract Magazine - November 2019 - 25
Contract Magazine - November 2019 - 26
Contract Magazine - November 2019 - 27
Contract Magazine - November 2019 - Product Focus: Soft Contract: Room & Board Business Interiors
Contract Magazine - November 2019 - 29
Contract Magazine - November 2019 - Designer You Should Know: Graciela Andraos
Contract Magazine - November 2019 - 31
Contract Magazine - November 2019 - 32
Contract Magazine - November 2019 - 33
Contract Magazine - November 2019 - Rethinking Wellness: How the next generation of healthcare spaces are making people happier and healthier.
Contract Magazine - November 2019 - 35
Contract Magazine - November 2019 - 36
Contract Magazine - November 2019 - 37
Contract Magazine - November 2019 - 38
Contract Magazine - November 2019 - 39
Contract Magazine - November 2019 - 40
Contract Magazine - November 2019 - 41
Contract Magazine - November 2019 - 42
Contract Magazine - November 2019 - 43
Contract Magazine - November 2019 - Corporate Childcare Center
Contract Magazine - November 2019 - 45
Contract Magazine - November 2019 - 46
Contract Magazine - November 2019 - 47
Contract Magazine - November 2019 - 48
Contract Magazine - November 2019 - 49
Contract Magazine - November 2019 - G-CUBED Skidmore, Owings & Merrill (SOM)
Contract Magazine - November 2019 - 51
Contract Magazine - November 2019 - 52
Contract Magazine - November 2019 - 53
Contract Magazine - November 2019 - Vital Proteins Solomon Cordwell Buenz (SCB)
Contract Magazine - November 2019 - 55
Contract Magazine - November 2019 - 56
Contract Magazine - November 2019 - 57
Contract Magazine - November 2019 - 58
Contract Magazine - November 2019 - 59
Contract Magazine - November 2019 - 60
Contract Magazine - November 2019 - 61
Contract Magazine - November 2019 - Matrix: Boutique Design New York (BDNY)
Contract Magazine - November 2019 - 63
Contract Magazine - November 2019 - Matrix: Outdoor Furniture
Contract Magazine - November 2019 - 65
Contract Magazine - November 2019 - 66
Contract Magazine - November 2019 - Healthcare Environment Awards 2019
Contract Magazine - November 2019 - 68
Contract Magazine - November 2019 - 69
Contract Magazine - November 2019 - 70
Contract Magazine - November 2019 - 71
Contract Magazine - November 2019 - 72
Contract Magazine - November 2019 - 73
Contract Magazine - November 2019 - 74
Contract Magazine - November 2019 - 75
Contract Magazine - November 2019 - 76
Contract Magazine - November 2019 - 77
Contract Magazine - November 2019 - 78
Contract Magazine - November 2019 - 79
Contract Magazine - November 2019 - 80
Contract Magazine - November 2019 - 81
Contract Magazine - November 2019 - 82
Contract Magazine - November 2019 - 83
Contract Magazine - November 2019 - 84
Contract Magazine - November 2019 - 85
Contract Magazine - November 2019 - 86
Contract Magazine - November 2019 - 87
Contract Magazine - November 2019 - 88
Contract Magazine - November 2019 - 89
Contract Magazine - November 2019 - 90
Contract Magazine - November 2019 - 91
Contract Magazine - November 2019 - Designers Select: Wallcoverings
Contract Magazine - November 2019 - 93
Contract Magazine - November 2019 - The List: New Books
Contract Magazine - November 2019 - 95
Contract Magazine - November 2019 - Bauhaus Chicago: Design in the City
Contract Magazine - November 2019 - Cover3
Contract Magazine - November 2019 - Cover4
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