018 designer picks Insta-worthy Spaces LLOYD BLAKEY FOUNDER & CREATIVE DIRECTOR INNOVARE DESIGN [2] [1] E INNOVARE-DESIGN.COM VEN BEFORE THE growth of social media, re- tail design's role has been to hone spaces that capture the essence of the brands they house. But born out of the rise in popularity of digital platforms has come a demand for design elements that trigger "Instagrammable" moments. Here are some examples of how different brands are responding to this challenge. 1. Digital Immersion [3] Westfield malls demand unique retail design touches to deliver a distinct difference for their destinations all over the world. So Sunglass Hut Westfield London and Stratford incorporated a supersized digital brand wall-the largest in Europe-bringing drama and brand immersion to customers of this fashion-focused lifestyle brand. Who wouldn't want to photograph themself in front of this? 2. Food, Glorious Food Food has to be one of the most Instagrammable commodities. But when Lola's Handcrafted Cupcakes opened in a new food court at SE England's Bluewater shopping mall, the brand needed a device to drive footfall from elsewhere in the mall. Enter the now iconic blue "cupcake cart," which can be found throughout London's train stations and forms the backdrop for sweet-toothed locals and tourists who love to photograph their favorite Lola's flavors. [4] 3. Strong and Distinctive As pioneers of London's gin revival, Sipsmith's West London distillery is at the heart of its gin-making process, receiving visitors from all over the world. The company's strong and distinctive swan's neck brand identity forms the centerpiece of the new distillery "sipping station." So as the mixologists ply their craft, the gleaming copper-colored brand sculpture forms the backdrop of every photograph visitors take. 4. Sense of Place Travel retailers need to work hard to capture their transient customer footfall. And there is no better way to do this than to imbue the shopping experience with a sense of place. A key design element in Brisbane Airport's Departures duty-free store is the large parasol ceiling structure that echoes the outdoor living/café society theme implemented across the airside precinct. INNOVARE DESIGN IS A LONDON-BASED CONSULTANCY SPECIALIZING IN RETAIL BRANDING AND INTERIORS. WITH MORE THAN 25 YEARS EXPERIENCE IN RETAIL DESIGN, THEIR PASSION LIES IN ACHIEVING BREAKTHROUGH RESULTS FOR RETAIL BRANDS BOTH LARGE AND SMALL. FEBRUARY FEBRUARY 2018 2018 DESIGNRETAILONLINE.COM DESIGNRETAILONLINE.COM GLOBALSHOP.ORG Photos courtesy of INNOVARE DESIGNhttp://www.INNOVARE-DESIGN.COM http://www.DESIGNRETAILONLINE.COM