design:retail - June 2018 - 12
designer picks
012
Experiential
Environments
GREG SKALASKI
VICE PRESIDENT OF RETAIL
SHAWMUT DESIGN AND CONSTRUCTION
gskalaski@shawmut.com
I
N RESPONSE TO the tsunami of online options and
offers, retailers are reorienting their in-store selling approach through personalized, aesthetically
pleasing and technology-rich features to encourage
customers to stay (and spend) a while. Here's a look at
how incomparable experiences and the right interactive elements can transform brick-and-mortar into an
experiential atmosphere that feels far from a store.
1. One-Stop Shop
For many brands, experiential means providing multiple shopping experiences under one roof. Fred Segal took this concept to
new heights by transforming an entire block on West Hollywood's
Sunset Strip into the ultimate shopping destination complete with
exclusive pop-ups, event spaces, a florist, a restaurant and café,
and irreverent art installations.
2. Offline Exclusive
Many of today's experiential retail concepts are based on the
simple tenet that customers are drawn in by experiences superior
to what they can find online. Reebok's new South Boston headquarters and flagship uses enhanced digital displays to design and
produce personalized graphic apparel and accessories on-site in
minutes. (For more on Reebok, see page 26.)
[1]
3. Be the Brand
To infuse Shinola's shopping experience with the brand's
signature industrial vibe at its Los Angeles store, the space hosts
healthy New York eatery Di Alba, popular parlor Saved Tattoo,
and a 24-ft. art wall for a monthly rotation of artists, alongside
Shinola's offering of luxe leather, watches, stationery, bikes and
audio equipment.
4. Promote Play
At the core of the experiential retail movement is the ability
to offer customers an engaging product experience to further
nudge them toward a purchase. Hourglass Cosmetics embraced
this concept with a playful spin at its East Coast flagship in SoHo.
The centerpiece of the space is a custom Ambient Lighting Bar
where customers can experiment with and create their own
highlighter palettes.
[2]
AS VICE PRESIDENT OF SHAWMUT DESIGN AND CONSTRUCTION'S RETAIL
DIVISION, GREG SKALASKI LEADS A NATIONAL TEAM THAT BUILDS
COMPLEX, ICONIC AND LUXURIOUS RETAIL PROJECTS. HE BRINGS 18
YEARS OF CROSS-DISCIPLINE TRAINING TO THE DIVISION, DELIVERING
SUCCESSFUL PROJECTS FOR HIGH-PROFILE RETAIL BRANDS IN MAJOR
MARKETS. SHAWMUT.COM
[3]
JUNE 2018
DESIGNRETAILONLINE.COM
GLOBALSHOP.ORG
[4]
Photos courtesy of SHAWMUT DESIGN AND CONSTRUCTION
http://www.SHAWMUT.COM
http://www.DESIGNRETAILONLINE.COM
http://www.GLOBALSHOP.ORG
Table of Contents for the Digital Edition of design:retail - June 2018
design:retail - June 2018
Contents
Editor’s Note
On Trend
We Love This!
Designer Picks
Have You Heard?
The Visual Eye
Style Made Simple
RH West Palm
Reebok
American Girl
Retail Real Estate Report
Products
Backstory
design:retail - June 2018 - Intro
design:retail - June 2018 - CT1
design:retail - June 2018 - CT2
design:retail - June 2018 - design:retail - June 2018
design:retail - June 2018 - Cover2
design:retail - June 2018 - 1
design:retail - June 2018 - Contents
design:retail - June 2018 - 3
design:retail - June 2018 - 4
design:retail - June 2018 - 5
design:retail - June 2018 - Editor’s Note
design:retail - June 2018 - 7
design:retail - June 2018 - On Trend
design:retail - June 2018 - 9
design:retail - June 2018 - We Love This!
design:retail - June 2018 - 11
design:retail - June 2018 - Designer Picks
design:retail - June 2018 - 13
design:retail - June 2018 - Have You Heard?
design:retail - June 2018 - 15
design:retail - June 2018 - The Visual Eye
design:retail - June 2018 - 17
design:retail - June 2018 - Style Made Simple
design:retail - June 2018 - 19
design:retail - June 2018 - RH West Palm
design:retail - June 2018 - 21
design:retail - June 2018 - 22
design:retail - June 2018 - 23
design:retail - June 2018 - 24
design:retail - June 2018 - 25
design:retail - June 2018 - Reebok
design:retail - June 2018 - 27
design:retail - June 2018 - 28
design:retail - June 2018 - 29
design:retail - June 2018 - 30
design:retail - June 2018 - 31
design:retail - June 2018 - American Girl
design:retail - June 2018 - 33
design:retail - June 2018 - 34
design:retail - June 2018 - 35
design:retail - June 2018 - 36
design:retail - June 2018 - 37
design:retail - June 2018 - Retail Real Estate Report
design:retail - June 2018 - 39
design:retail - June 2018 - 40
design:retail - June 2018 - 41
design:retail - June 2018 - 42
design:retail - June 2018 - 43
design:retail - June 2018 - Products
design:retail - June 2018 - 45
design:retail - June 2018 - 46
design:retail - June 2018 - 47
design:retail - June 2018 - Backstory
design:retail - June 2018 - Cover3
design:retail - June 2018 - Cover4
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