IIDA Perspective - Fall/Winter 2016 - 39

Left: Brand Creative was awarded
Best Retail Space for its design of
the GO Sport flagship store in the
Mall of Emirates by MEIDA (Middle
East Interior Design and Architecture Awards) in 2016.

NEW BEDFELLOWS
As technology's role increases within the
retail store, designers must partner with
data analytics experts and tech companies
just like they would textile manufacturers
and furniture suppliers. It makes for a more
complex, robust process.
"A few years ago, you could design a store
with a pretty small team with a finite set of
skills," says Andrew Bornand, director of
digital experience at Gensler in San Francisco,
California, USA. "Today, that process is
completely different and it requires a different
skill set. You still have interior designers
and retail designers and architects involved,
but you also have somebody involved with
the digital experience, and maybe also a
psychologist, someone who understands
human behavior and interaction."
For designers, this can be a daunting
challenge. They likely have extensive
experience working with architects, for
example, and have a list of favored partners as
well as an ability to anticipate an architect's
perspective. Technology companies represent
both a new industry and an entirely new
viewpoint. To forge a meaningful partnership
with technology providers, engage them early
in the design process.
"The key for us has been building those
partnerships early, and then working hand
in hand so that they can validate and
springboard off the experiences we're
thinking about," says Alex Shapleigh, who
leads CallisonRTKL's specialty retail practice
in Seattle, Washington, USA.
The lines between agencies are likely to
blur as the design process becomes more
multidisciplinary.
"In the next couple of years, we will see
design agencies expand their offerings
by bringing digital expertise in-house or
by building deep partnerships with digital
agencies that work together on a regular basis,"
Shapleigh says.

the U.S., we've seen a reversal: Consumers are looking
for the tactile and the authentic. It can be supported by
technology, but it has to feel real and immersive. That's
the trick in the coming years. 

Perspective: Where should retail designers
begin when implementing these new tech
features into stores?
BORNAND: Rethinking that model is as important as the

tech you use. You have to ask what you stand for as a
store, what your goal is, and then how does technology
match that?
Once you figure out what you're currently doing, you
also have to project out to what you might do in the
future and what new technologies will be adopted. That
makes design even harder because we have to take into
consideration that something is going to change, and
there's a lot less permanence in the store. So you'll find
a lot of the fixtures are mobile and a configuration that
is designed to be able to change and adapt.
We really need to look at stores as one part of the
customer's life cycle-a stop at the store may be at the
beginning or the end or somewhere along the path of
the customer journey, and it's something that you hope
happens over and over again. That means the design is
much more complex. You have to ask, "How does your
store work with every other touchpoint?" n

fall/winter 2016

perspective

39



Table of Contents for the Digital Edition of IIDA Perspective - Fall/Winter 2016

IIDA Perspective - Fall/Winter 2016
From IIDA
Contents
Next
World View
Sum of Its Parts
Talk, Talk
Pre/Post
I Design
Data Viz
The Happiness Principle
Designs on Diversity
What’s Old Is New
Retail Reboot
Futureproof Now
Scratch Pad
Insider Intel
Sound Bytes
IIDA News + Updates
Why This Design Works
IIDA Perspective - Fall/Winter 2016 - IIDA Perspective - Fall/Winter 2016
IIDA Perspective - Fall/Winter 2016 - Cover2
IIDA Perspective - Fall/Winter 2016 - From IIDA
IIDA Perspective - Fall/Winter 2016 - Contents
IIDA Perspective - Fall/Winter 2016 - 3
IIDA Perspective - Fall/Winter 2016 - 4
IIDA Perspective - Fall/Winter 2016 - 5
IIDA Perspective - Fall/Winter 2016 - Next
IIDA Perspective - Fall/Winter 2016 - 7
IIDA Perspective - Fall/Winter 2016 - 8
IIDA Perspective - Fall/Winter 2016 - 9
IIDA Perspective - Fall/Winter 2016 - World View
IIDA Perspective - Fall/Winter 2016 - Sum of Its Parts
IIDA Perspective - Fall/Winter 2016 - Talk, Talk
IIDA Perspective - Fall/Winter 2016 - Pre/Post
IIDA Perspective - Fall/Winter 2016 - I Design
IIDA Perspective - Fall/Winter 2016 - Data Viz
IIDA Perspective - Fall/Winter 2016 - The Happiness Principle
IIDA Perspective - Fall/Winter 2016 - 17
IIDA Perspective - Fall/Winter 2016 - 18
IIDA Perspective - Fall/Winter 2016 - 19
IIDA Perspective - Fall/Winter 2016 - 20
IIDA Perspective - Fall/Winter 2016 - 21
IIDA Perspective - Fall/Winter 2016 - 22
IIDA Perspective - Fall/Winter 2016 - 23
IIDA Perspective - Fall/Winter 2016 - Designs on Diversity
IIDA Perspective - Fall/Winter 2016 - 25
IIDA Perspective - Fall/Winter 2016 - 26
IIDA Perspective - Fall/Winter 2016 - 27
IIDA Perspective - Fall/Winter 2016 - What’s Old Is New
IIDA Perspective - Fall/Winter 2016 - 29
IIDA Perspective - Fall/Winter 2016 - 30
IIDA Perspective - Fall/Winter 2016 - 31
IIDA Perspective - Fall/Winter 2016 - 32
IIDA Perspective - Fall/Winter 2016 - 33
IIDA Perspective - Fall/Winter 2016 - Retail Reboot
IIDA Perspective - Fall/Winter 2016 - 35
IIDA Perspective - Fall/Winter 2016 - 36
IIDA Perspective - Fall/Winter 2016 - 37
IIDA Perspective - Fall/Winter 2016 - 38
IIDA Perspective - Fall/Winter 2016 - 39
IIDA Perspective - Fall/Winter 2016 - Futureproof Now
IIDA Perspective - Fall/Winter 2016 - 41
IIDA Perspective - Fall/Winter 2016 - 42
IIDA Perspective - Fall/Winter 2016 - 43
IIDA Perspective - Fall/Winter 2016 - 44
IIDA Perspective - Fall/Winter 2016 - 45
IIDA Perspective - Fall/Winter 2016 - 46
IIDA Perspective - Fall/Winter 2016 - 47
IIDA Perspective - Fall/Winter 2016 - Scratch Pad
IIDA Perspective - Fall/Winter 2016 - 49
IIDA Perspective - Fall/Winter 2016 - Insider Intel
IIDA Perspective - Fall/Winter 2016 - 51
IIDA Perspective - Fall/Winter 2016 - Sound Bytes
IIDA Perspective - Fall/Winter 2016 - 53
IIDA Perspective - Fall/Winter 2016 - IIDA News + Updates
IIDA Perspective - Fall/Winter 2016 - 55
IIDA Perspective - Fall/Winter 2016 - Why This Design Works
IIDA Perspective - Fall/Winter 2016 - Cover3
IIDA Perspective - Fall/Winter 2016 - Cover4
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