5 Best Experiential Retail ExamplesAs the Avengers have once again assembled to restore order to the universe in Avengers: Endgame, we are assembling to shine light on the subject of experiential retail – or ‘retailtainment’ – which has been the centre of all the hype in retail design experiences lately.Many international companies and brands like Marvel Entertainment, Estée Lauder and Samsung have been implementing the methods of experiential retail in their business operation for a variety of reasons that will be discussed in this article.But this approach to retail isn’t new on the block. In fact, experiential retail has been lurking around the neighbourhood for a good amount of time and has significantly been picking up in popularity to cater to the changing needs of customers.Get in touch with Greater Group today: We are your Retail Design Agency!So, what is experiential retail?Experiential stores are designed with the aim of providing an out-of-the-box experience to customers. The primary goal is not necessarily to sell products, but rather to improve brand image and to minimise the distance between the company and their customers. The purpose of this concept is thus recreational rather than commercial.Experiential retail has developed out of the need to adapt to the changing market due to the rapid growth of the online market. While a considerate percentage of shopping nowadays takes place online – especially among millennials and Gen Z – it remains favourable for brands to keep one foot on the ground. Even if the buying-selling aspect of a business operates online, it poses a challenge to maintain good client relations when the only interaction between the company and the customer is through a smartphone or computer screen.This is where experiential retail methods come in.Think of retailtainment as a unique space where both existing and prospective customers can familiarise themselves with the particular brand or business without the pressure of committing or immediately digging out their wallets to pay for a product or service. Experiential retail creates a safe space for new customers to be charmed by what the store offers, and for customers already familiar with the brand to promote their idea of it and solidify their commitment to it.5 examples of retailers who have implemented the retailtainment concept in their stores.1. Avengers S.T.A.T.I.O.N.Avengers S.T.A.T.I.O.N. is an experience store based on the global box-office film franchise, Marvel’s The Avengers. In cooperation with greater group, the pop up shop was officially launched in New York in June 2014. The store is located in the bustling Times Square, placing it right in the middle of all the action. This concept store is a first for Marvel Entertainment and was created in collaboration with Brand Licensing Worldwide and Victory Hill Entertainment Group.The store is part of a 10, 000 square foot replica exhibit of the Avengers S.H.I.E.L.D. set, using a combination of real life movie props and cutting-edge interactive technology. From initial design to final installation, it took about six weeks to finish this store.This is a prime example of successful implementation of experiential retail. In an experience like no other, customers, or ‘civilians’, who visited the Avengers S.T.A.T.I.O.N. are immersed in a fictional world. After completing the S.H.I.E.L.D. Agent Training, civilians enter the experience store where a range of limited edition uniforms and other merchandise items are on sale to prepare them for returning to the ‘real world’.This entertainment concept store has proven incredibly successful and plans are underway to establish a more permanent location for it in Las Vegas.WHY DOES RETAILTAINMENT WORK SO WELL FOR THE AVENGERS S.T.A.T.I.O.N.?In a concept store based on a franchise like in this case, the aim of the store itself is not selling a product or even profiting from a service, but rather to promote the public’s perception of the brand.A billion dollar company like Marvel Entertainment has a social obligation towards its fanbase to maintain good company-client relations. Visitors to the Avengers S.T.A.T.I.O.N. concept store enter a dream-world where their favourite movie scenes come to life, which is why this instalment has been welcomed with so much success.2. STORY at Macy’sSTORY at Macy’s is a narrative-driven retail experience by the American department store, Macy’s, in partnership with brands like MAC Cosmetics, Crayola, Levi’s Kids and more than 70 other small businesses.Story initially started as a unique retail store who operated on the idea of renewing its stock according to different themes every few months. Themes like ‘Love’, ‘Remember When’ and ‘Holidays’ acted as guidelines for every new wave of products. After seven years in business, Story was acquired by Macy’s in 2018 and relaunched as STORY at Macy’s.This experiential retail based concept now blows new life into the 36 Macy’s stores nationwide. Story founder Rachel Shechtman designed the store as medium of creative discovery. Now integrated with Macy’s, customers are given a new reason to engage with the brand and to come back on regular occasions to explore the latest exciting additions to the store.According to Shechtman, who now serves as Macy’s brand experience officer, the goal of STORY at Macy’s is to create a real life version of scrolling through Instagram where customers will always be amazed at what they find.STORY at Macy’s launched with the theme, ‘Color’, threading its way through the wide range of curated products and theme-related community events, brightly bringing their material Instagram-feed to life.Some of the biggest brands collaborating with Color STORY are MAC Cosmetics , Crayola, Levi’s Kids, each bringing their own unique touches to the experience.MAC Cosmetics features a DIY-station where customers can custom-build their own palettes. Beauty classes are also offered in-store where guests can learn makeup skills and tricks from expert artists.Crayola offers creative workshops where customers can use Crayola products to create custom crafts, also collaborating with other on-site brands like Levi’s Kids. A popular activity has proven to be creating custom patches to decorate Levi’s Kids denim jackets and t-shirts. The last mentioned brand is displaying a selection of items from the exclusive Levi’s x Crayola collaboration with a back-to-school theme.With the wide variety of brands partnering with STORY at Macy’s, the concept as a whole can gratify a broad spectrum of customers. The fun, quirky approach taken to launch Color STORY especially appeals to the younger generation, who will, at no doubt, find an Instagram story-opportunity in this colourful setup.When catering to the social media driven generation, it is imperative for brands to make their product, service or experience as a whole as attractive as possible. The value of social media as a marketing tool is beyond measure. The best part? When an experiential retail concept store or pop up is endorsed by the social media savvy generation, the digital marketing will be doing itself.3. Estée Lauder’s Power of Night Pop-UpEstée Lauder recently hosted their first Power of Night pop-up event at the Visual Arts Centre in Singapore. The focus of the event was on the Estée Lauder Advanced Night Repair Serum, a beauty favourite in Singapore to rejuvenate skin and boost complexion hydration levels. The brand took an interactive approach to educate guests on the subject of how modern life affects our skin and what the relation is between sleep and skincare while providing entertainment through a series of recreational activities aligned with the theme.Activities included an interactive quiz where guests could discover their skin’s specific needs, after which they received corresponding serum samples. Guests could also visit the various beauty stations, learn beauty hacks and try some of Estée Lauder’s most popular makeup products.Like with STORY at Macy’s, it can be seen how the brand is aware of the power of marketing that lies in social media. An Instagram-competition was launched where a massive gift pack was up for grabs, including a full-sized bottle of the serum marketed at the event. The competition required guests to take pictures throughout the event and post in on Instagram with the hashtag #PowerofNightSG to stand a chance to win. This is a brilliant marketing strategy where the brand receives excellent online coverage and generates public acclaim by interacting with and giving back to their client base.The organisers ran the ‘Power of Night’ theme through every aspect of the event, from hosts in satin loungewear greeting guests at the door to fitting out the space to represent the very photogenic interior of a living room and bedroom.This pop-up event was a one-time occurrence, but it was met with so much enthusiasm that the brand would benefit from more installations like these. Clientele of Estée Lauder who attended Power of Night were gifted with a unique experience they won’t easily forget. Walking away with gift bags, fabulous Instagram-photos (a big asset in 2019) and valuable new skincare knowledge and beauty tips – an altogether well-spent two days that they’ll have the brand to thank for.Not only is an event like this great for publicity, but it’s also an authentic way to strengthen company-consumer relations to solidify customers’ loyalty to the brand in the future.4. Galaxy HarajukuSamsung, a client of greater group, recently launched Galaxy Harajuku, the largest Galaxy showcase store to date, located in the popular Harajuku shopping neighbourhood in Tokyo. The store was opened exactly 500 days before the launch of Tokyo’s 2020 Summer Olympics, highlighting Galaxy’s involvement as a global partner of this event (Samsung functions under the name ‘Galaxy’ in the Japanese market).This flagship store is housed in a modern – futuristic, even – six-floor building featuring an eye-catching entrance design by the Japanese designer and artist, Tokujin Yoshioka. The retail design was done by Shigeru Kubota and mirrors the cutting-edge technology associated with Galaxy’s products.The store presents an entertaining, interactive space powered by the methods of experiential retail. The generous implementation of technology ensures visitors never experience a dull moment. On the first floor, customers are welcomed by a massive LED screen where Galaxy displays its latest smart products. A cafe with wooden features and a clean cut design is installed on the next floor, creating a relaxed space for shoppers to kick back and enjoy a cup of coffee. The third floor features an interactive exhibition of Galaxy’s history and outlining the brand’s current relation to other global partners. The store’s remaining floors are occupied by more interactive installations, video games and product exhibitions.The concept of retailtainment is geared towards entertainment and recreation, but that doesn’t necessarily mean cutting-edge technology. Many brands make the mistake of using fancy digital technology into their concept stores as means of distracting the customer from unfavourable background elements, for example a cramped space or bad lighting. Technology can be put to very good use as long as it is implemented correctly.In this case, however, modern digital technology is the essence of the company so the incorporation of world-class technology into the operation of the store is non-negotiable.5. Hermès Carré ClubThe French luxury fashion manufacturer, Hermès, launched the Carré Club much to the entertainment of glamourous Hollywood. The studio space located in Chelsea housed eight of Hermès’s talented crafters where their skills were put on display, allowing visitors a behind-the-scenes peak of the brand’s manufacturing magic.The New York club was only open for a limited period of time, but this pop-up concept is making its way across major cities like Toronto, Singapore, Los Angeles and Milan. The entire experience of the Carré Club screams exclusivity, treating every guest like a VIP-client. The limited instalments only add to the charm of temporary luxury.The club offers entertainment like a gif photobooth, a collection of retro telephones and a karaoke station. Hermès has expertly adapted two centuries of French heritage to fit right in to the modern setting of Hollywood.Hermès-apparel is internationally available on their online store and products can be shipped to almost anywhere in the world. Why is there still a need for a physical space when it is possible for this brand to function online completely?Online retail has been booming over the last couple of years and statistics show this method of shopping is only becoming more and more popular. According to figures published by Invesp, global online retail sales reached a total of 8.8% of total retail spending in 2018, compared to 7,4% in 2016 and 5,9% in 2014. Regular online shoppers mostly fall into the age group between 18-39 – in other words Millennials and Gen Z. Yet 98% of Gen Zers say they still like to shop in brick-and-mortar stores – in other words the conventional way of actually visiting the store itself.It appears to be quite an interesting time for the retail market, which poses the challenge for brands to find their feet somewhere in the middle of online retail and traditional storefront retail.In the case of the Hermès Carré Club, the main objective of this experiential space is not to sell products, but to provide a unique retail experience that will make customers feel more connected to the brand. By creating this exclusive space, Hermès minimises the distance between the brand and the customer, allowing for healthy customer relations to be built which is likely to increase sales turnover on the long run.SummaryExperiential retail aims to provide an out-of-the-box experience to customers.One of the reasons experiential retail developed is to adapt to the changing needs of customers as a result of the spurt in online retail.The goals of experiential retail isn’t necessarily to sell products or to profit from a service, but rather to promote the public’s perception of the brand.When an experiential retail concept store or pop up is ‘Instagram-cool’, the digital marketing will be doing itself.Creating one-of-a-kind experiences will strengthen company-consumer relations and solidify customers’ loyalty to the brand in the future.When applicable to the specific brand, digital technology can be very effective in providing entertainment to customers as long as it is implemented correctly.Experiential retail methods can facilitate the ideal middle ground between online and traditional storefront retail. 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Japanese Retail Design – Top Stores in TokyoAfter his recent trip to Tokyo, greater group’s Asia CEO Ryan Arrowsmith returned with dozens of photos from innovative and forward-thinking retailers who are going above and beyond to creative unique and engaging customer experiences. Our retail design blog shows your some highlights from this trip.THE WORLD’S BIGGEST STARBUCKS RESERVE ROASTERYThe Starbucks Reserve Roastery Tokyo in the elegant Nakameguro district opened its doors in February 2019, making its mark as the biggest of its kind in the world. This is the coffee giant’s fifth Reserve Roastery worldwide, taking an approach of localisation to embrace local design while maintaining the characteristic features of their coffee shops across the globe.The Tokyo installation is decked out with washi paper lanterns and more than 2 000 copper cherry blossoms to complement the origami-inspired ceiling and the centre piece 17-metre-tall copper cask, rising up from the ground floor all the way through to the fourth floor. The cask features more than a hundred copper plates that have been hand-hammered in the traditional Japanese tsuchime technique.The cask is one of those multi-functional design features that are trending the retail design world now. It’s a dramatic and theatrical focal point but also serves a practical purpose as the resting space for the coffee beans to allow the gas built up during the roasting process to escape before it can be brewed or packaged.The roastery stretches over four floors, from the main coffee bar on the first floor serving a unique selection of coffees and other signature drinks, to the full-service Arriviamo bar on the third floor where visitors can order coffee- and tea-infused cocktails. This roastery celebrates the unique aesthetics of Tokyo and serves as an excellent example of successful localisation without losing any of the brand’s ‘personality’. We love this!NEW BALANCE’S TOKYO FLAGSHIP STOREOver the last couple of years, New Balance opened a handful of flagship stores across the world, of which the Tokyo store is the largest. Greater group has worked with New Balance on 8 of their boutiques globally including the Harajuku flagship, Ginza and Roppongi stores in Tokyo.Apart from a massive range of running apparel for men, women and kids, the Harajuku flagship houses a cafe where shoppers can grab a coffee and a healthy snack. The store regularly hosts fitness events, giving it the feel of a gym. There are even shower facilities where you can freshen up after doing a yoga class!Located in the Roppongi district of midtown Tokyo, the “New Balance Roppongi 19:06″ store features a new lifestyle concept designed by the greater group Asia team in collaboration with New Balance specifically for the Japanese market. A drastic change from the traditional, it features simple, linear, and contemporary aesthetics that can easily be transformed into an event or product launch space as the floor fixtures disappears (or fits) into the walls. The store design was inspired by the Japanese concept of “MA”—the consciousness of the void between two structural parts. Strategically placed lights create separation between the ceiling and the walls, while wooden walls and sharp concrete flooring provide contrast representing raw performance.TIFFANY’S @ CAT STREETTiffany & Co’s first concept store in Japan gives new meaning to the ‘breakfast at Tiffany’s’. This wonderland of a store presents a brand new way to experience the magical world of Tiffany’s, featuring six floors of curated products, exclusive designs and an innovative Style Studio offering custom engraving.The Tiffany Cafe @ Cat Street cafe located on the top floor of the store is a beautiful space where shoppers can kick back with a cappuccino and a croissant (in true Audrey Hepburn style!) before continuing to browse the iconic pieces of jewellery that has made this brand so famous. This cafe is only the second of its kind in the world (Tiffany’s first cafe opened in New York in 2017).The ‘cat’ in the name derives from the location of Tokyo bustling Cat Street and unfortunately doesn’t refer to any real in-store cats. But Breakfast at Tiffany’s fans can reminisce about the memory of Holly Golightly and her nameless cat while taking in the splendour of this one-of-a-kind cafe’s architecture and design features.The futuristic building in characteristic ‘Tiffany Blue’ makes it stand out among the neighbouring stores on Cat Street. Inside, each of the six levels are uniquely designed to represent the different ranges of Tiffany’s products, from jewellery and accessories to homeware collections and fragrances.We can’t wait to see this fun concept be introduced to more locations across the world!TOKYO MIDTOWN CHANDON BLOSSOM LOUNGEThis is the 12th edition of an annual event to celebrate springtime in particular its famous cherry blossom season. In addition to the 200 meter long street Sakura-dori that are decked out with outdoor lounges and illuminated cherry blossom trees, the highlight of this year’s pop-up is the Chandon Blossom Lounge, a collaboration between The Ritz-Carlton Tokyo and premium sparkling wine brand Chandon, where we were lucky enough to enjoy a glass of rosé in the insta-worthy Chandon Suite, the popular tent area, featuring a larger-than-life Chandon champagne bottle.G.G. WAREHOUSEStep inside the WAREHOUSE Minamihorie store in Osaka and you will be awe at the delightful and quirky visual merchandising. One advantage for smaller niche retailers is their nimbleness to engage and excite customers through creative retail formats that relates with the local clientele. As you wander through this converted warehouse, you discover that it’s actually an eyewear shop that also houses designers, novelists, bicycle builders and aroma therapists. They are encouraged to use this space to freely express their creations which tie in with the store concept to “express your values through the glasses ” which blend in as part of the props in the various themed rooms.RIMOWA’S FIRST STAND-ALONE STOREThe luxury baggage brand, Rimowa, opened their first stand-alone store in Tokyo in the beginning of 2019. Located in the heart of the tourist-packed Ginza district, this store is specifically designed to cater for an international market.The design is a blend of minimalist Western features while drawing from traditional Japanese craft aesthetics. A focal point in the design is the spiral staircase placed against a backdrop of woven baskets that seamlessly connect the two floors. The overall design reminds of Japanese rock gardens with flowing yet dynamic lines that leads shoppers from the first floor up the spiraling staircase to the second floor.We love the warm atmosphere that merges such a diverse range of design elements and cultural inspirations. The combination of Western and Japanese, the contrast between flowing and angular and the composition of modern and traditional: unexpected but somehow perfectly working together to create a beautiful, aesthetically attractive space that brings the brand’s personality to life across borders.GALAXY’S LARGEST SHOWCASE STORESamsung, who has collaborated with greater group previously on their flagship stores in Sydney and Melbourne, launched their largest Galaxy showcase store to date in the popular Harajuku shopping neighbourhood in Tokyo. Housed in an ultra-modern six-floor building with a striking entrance design by the Japanese designer and artist, Tokujin Yoshioka, the flagship’s design reflects the cutting-edge technology Galaxy is so acclaimed for.On the first floor, visitors are welcomed by a massive LED screen where Galaxy’s latest smart products are showcased. Move to the next floor and you’ll find a cosy café where parents can enjoy a cup of coffee while their kids explore the video games and interactive installations on the next floors. The third floor is occupied by an interactive exhibit that tells the story of Galaxy’s history and partnerships.Samsung did a great job delivering a store that drives on digital innovation and experiential methods to keep us engaged and entertained.LUSH’S DIGITAL SHOPPING EXPERIENCELUSH Shinjuku is the brand’s biggest store across all of Asia, and of its largest world-wide. Known for their fragrant treat-yourself products like scented bath bombs and luxurious bath oils, this feel-good brand’s massive Tokyo flagship store is a sensory-driven experience.The Tokyo roll-out is LUSH’s first trial of a digital shopping experience, implementing technological innovation to showcase the their wide range of beauty and lifestyle products. Keeping with the urban landscape of Tokyo’s modern, almost futuristic Shinjuku district, the store boasts with features like a giant LED screen, neon-lit background designs, touch sensors, video projections and digitalised pictograms.Employing these measures of digital tech enables the brand to operate across borders of language and culture, perfectly fitting in against the backdrop of Tokyo’s international diversity.Interactive shopping experiences that encourage brand-customer-engagement are always enthusiastically received by us, both as shoppers as well as retail space designers. Excited to see future digital innovations from LUSH! Read More
Retail Trends: Evolution of traditional retail.Technology changed the way we do everything. In retail, the rise of e-commerce has sparked worry about the relevance of brick-and-mortar and prompted retailers to reimagine the way they use tech to promote their products and engage shoppers. A ‘new normal’ has emerged, challenging us to think outside the box in exploring new formats and creating displays and activations that chase up the figures for sales, customer engagement and brand awareness while cutting down on manufacturing cost and timeframes. In this article I look into the trends shaping this shopping evolution and how it impacts the way retailers experiment with product displays and in-store activations across both temporary and permanent store formats.1. ONLINE/OFFLINE INTEGRATION: Physical stores VS Online storesDeciding between ‘online’ and ‘offline’ methods of commerce isn’t a ‘one VS the other’ argument, but rather a challenge for retailers to drive omni-channel strategies to extract the best uses of each platform. Neither of the two can work perfectly on its own; physical stores and e-commerce are reliant on each other to utlise each to their full potential. Less than 50% of customers’ overall shopping time is about the actual purchase, according to Gensler’s Experience Index for Retail.Online shopping, therefor, occupies a small place in the bigger picture of customer experience. Store design is a key driver for impactful shopping experience retailers can use it as a tool to tap into customers’ emotions, turning their physical spaces into experiential hubs while focusing transactions online.Beauty brand Kylie Cosmetics is an example of an online-born business that has been thinking outside of the internet box, expanding to traditional retail methods through pop-up events and store-in-stores. Founder and owner, reality star Kylie Jenner, has the internet and TV screens across the world to thank for her fame, so it’s a no-brainer that her brand emerged online.But with customers looking for a more personal touch on shopping, the brand entered a partnership with Topshop in 2017 to display Jenner’s makeup and beauty products in store-in-store (SIS) stations to offer their customer base an in-store shopping experience – a preference that came to light when the brand conducted in-depth market research into shoppers’ online vs in-store behaviour.The first of these pop-up stores lured hundreds of shoppers lining up outside Topshop in Midtown Manhattan to get first picks on the limited-edition products sold at the Kylie Cosmetics SIS. Right off the bat, there are two major benefits we see here: physical brand presence for the pop-up brand and increased customer traffic for the retailer hosting the pop-up. These kinds of temporary spaces bode particularly well with skincare and cosmetics brands, with market research showing close to ¾ of shoppers prefer buying cosmetic products in-store if they are first-time buyers. But it doesn’t stop with this group of retailers.The trend extends to tech and telco with Indonesian bank giant CIMB Niaga rolling out their digital branch concept across Jakarta to merge the best of both worlds: the convenience of digital banking and the personalisation of in-branch assistance. Check out their first residentially located digital branch that just launched in collaboration with greater group.2. THE HUMAN FACTOR: Beauty product displaysAmid the revolution brought about by online shopping, physical stores are still thriving. Why? The reason e-commerce will never fully replace brick-and-mortar is because it lacks the ‘human’ element and in-person interaction that cannot be achieved through technology.Online brands experimenting with temporary store formats is a pattern we see everywhere, from skincare company Glossier’s traveling pop-up store to mattress retailer Casper partnering with Target to display their mattresses in-store.Shoppers like the sensory aspects of physical formats where they can touch, test and experience products while assisted by in-store staff, knowing they can resort to online shopping methods to get bigger products delivered hassle-free or stock up on their favourite skincare and cosmetic products.Sephora, praised for their innovative and immersive customer experiences like digital try-on features in-store, has been playing around with new concepts to drive interaction with their customers. In celebration of their 20th anniversary, the brand launched Sephoria House of Beauty, a two-day event packed with activities like master classes, exclusive product demos and meet-and-greets with guest stars.This event capitalised on the air of exclusivity, creating a one-time event where attendees can socialise with major names in the industry. The design of this pop-up experience played a significant role in its success. Sephora rented The Majestic Downtown, a well-known set for movies and music videos, setting the dramatic tone for greeting guests by the grand staircase accentuated by low lighting and a carefully curated playlist. Food and drinks were passed around and two fully stocked bars waited in the basement – working with the scents and visual appeal of Sephora’s products to create a one-of-a-kind multi-sensory experience.3. TECH INNOVATION: Retail DisplaysWith that being said about the importance of the personal touch, technology is making its way into every sphere of our lives and there’s nothing we can do to stop it. But instead of tech taking away from the personalisation of in-person interaction, it is a valuable tool in increasing the quality of day-to-day operations of stores and evaluating the success of new formats through social media metrics, store visit numbers and sales figures.IoT (Internet of Things) – a system of interrelated computing devices able to transfer data over a network without needing the skills or services of a person – allow customers in a shopping centre to follow a suggested route to optimise their shopping experience with relevant sales and promotions along the way.Mall operators can use this technology to determine traffic hotspots and analyse shoppers’ movements in-store, ultimately allowing individual retailers to strategize wayfinding tools like signage and product display placements that will increase sales based on the way customers are most likely to navigate the store. Samsung did a great job with The Frame, an in-store unit designed to creatively showcase their latest products by demonstrating how it can be used in home environments. Designed, manufactured and installed by X-Factor Displays, the completed unit is compact and flexible to ensure pain-free installation in a variety of spaces – a key factor for designing temp spaces. Samsung has reported that these displays are a big hit with both customers and retailers, with increased engagement as shoppers are invited to interact with the displays to curate their shopping experience.4. SMALL & TEMPORARY FORMATS: Temporary retail buildingTemporary formats have become increasingly valuable as a tool for test driving new locations and products. Pop-ups, for one, hold immeasurable value by offering practical and financial benefits for brands.Target plans to open 30 small format stores annually over the next couple of years to move into smaller spaces like campuses and urban centres where the typical size of their stores cannot be accommodated. To kick off this small format project, the retail giant is opening three such stores on college campuses across the US, designed for convenience and focused on the needs of college students with grab-and-go meals and stationary supplies.Target is taking a very smart approach with this format expansion, cultivating loyalty and brand awareness among the younger demographic who will go on to become their biggest customer group in coming years.According to a report by Storefront unpacking the rise of the pop-up format, the demand for an omnichannel customer experience will be higher than ever in 2020, driven by the need for near perfect execution and seamless transition across different platforms.The report elaborates on how landlords and mall operators are providing support to brands exploring new formats through dedicated multi-purpose spaces for pop-up stores and lifestyle events, flexible lease arrangements, offering a diversifying brand mix and investing in tech infrastructure to gain more accurate insight into customer behaviour.ANZ in collaboration with X-Factor Displays is working on a temporary format project to create a space for the bank to interact with their clients across a variety of potential scenarios. The pilot kiosk was delivered in Queensland’s Riverlink shopping centre to fill the gap when the permanent branch underwent constructions and showed incredible metric success in terms of customer engagement. This kiosk is an excellent testimonial of how temp formats can up the game for retailers across all sectors.TO SUMMARISE:In 2020 and beyond we can expect to see temporary formats lead the charge in the retail evolution sparked by online shopping platforms. There is, without a doubt, still room for physical stores and traditional retail approaches, but retailers will continuously face the challenge of merging channels to create unique experiences that will make customers come back again and again.Small and temporary store formats hold incredible value in creating brand awareness in new locations while saving time and money – shorter rental periods, reduced time frames for manufacture and build, more freedom to explore sustainable and durable design options, and the ability to recycle the same units across many different locations.When it comes to creative displays and activations, technology holds the steer for creating product displays and way-finding tools that grab shoppers’ attention and can easily be adapted for different uses.Be on the lookout for a complete project showcase about ANZ’s temporary kiosk to see how these strategies play out in the field! Read More
Two Greater Group Projects Named Winners At 2019 Sydney Design AwardsTwo projects named winners at the 2019 Sydney Design Awards. Our retail blog is proud to speak about it in details.Interior Design – Retail (Silver): Motome by Macquarie, HornsbyInterior Design – Flagships & Showrooms (Gold) Diamond Exchange SydneyAn Augmented Reality experience that allows customers to further engage with the featured vehicle physically present in the store, using a touch screen and live camera feed of the car to entice customers to explore particular aspects of that vehicle.greater group worked with the team at Macquarie Leasing to design and develop the physical retail face of Macquarie’s new car purchasing and finance platform, Motome. The team were tasked with creating a space that was welcoming and engaging, that seamlessly integrated with technology and enriched the consumers ability to explore, compare and configure product choices.The environment needed to provide physical spaces to showcase and promote feature cars, interactive digital displays, along with varying lounge and chat space for the store staff to have conversations around vehicle selection or to go through financial applications and book customers in for test drives.Read more about the project here. Respecting the existing heritage features required attention to detail, spatial planning and the design at large.An existing client, The Thomas Group decided to appoint the greater group to design and build their latest Diamond Exchange Sydney showroom. Forming part of this decision was the recent success of Diamond Exchange Melbourne, the first Diamond Exchange showroom from 2017.From concept development though to delivery, this adaptive re-use project was a comprehensive fit-out located on level 5 of The Georges Building, one of Sydney’s oldest and most prestigious heritage buildings. A combination of existing heritage features mixed with fine joinery detailing and lighting accents work together as the ultimate setting for high quality diamonds and jewellery.Read more about the project here. The Sydney Design Awards celebrate innovative and creating building interiors with consideration given to a range of factors like creation, planning, furnishing and aesthetic presentation. DRIVENxDESIGN is about celebrating the courage of project commissioners and creators, recognising the diversity and excellence across Australia’s most diverse awards program.We would like to thank everyone involved, the talented team, our valued clients and all the trades, suppliers and consultants who helped in the successful delivery of these projects. Read More
Jewel Changi Food – How Changi’S F&B is changing airport retail?The spectacular Jewel Changi was officially opened by Singapore’s prime minister on 18 October, celebrating six months since the soft opening earlier in 2019. During this time, the dining and shopping destination has received 50 million visitors (300 000 per day), exceeding the initial goal of generating 40-50 million visitors in the first year.Although Jewel presents a fine selection of exciting new flagships like the 5-storey Apple Store and the biggest Nike store in Singapore, the F&B program is the real drawing power. The restaurant, cafe and bar line-up features a mix of home-grown and global F&B concessions who are putting their best foot forward to create exciting new dining concepts, according to our retail design blog.JEWEL CHANGI AIRPORT FOOD: FAST FACTS$1.7 billion joint venture between Changi Airport Group and CapitaLandLocated next to Changi Airport’s Terminal 1Soft opening on 17 April 2019Official opening on 18 October 201990 000 sqm retail size, comparable to CapitaLand’s Ion Orchard280 shops with 112 F&B outlets21 100 sqm of indoor gardens and attractions including the world’s tallest indoor waterfall, the 40m-high HSBC Rain VortexRESTAURANTS AT JEWEL CHANGI: WHY THE FOCUS ON F&B?The way to a Singaporean’s heart is through their stomach, and since Changi Airport Group initially estimated 60% of the visitors will be locals, Jewel Changi’s food offering was the key factor to engage their largest predicted customer group. With the highest retail space per capita in Asia, Singapore mall operators have been increasing the space for F&B tenants to make up for lost revenue through vacancy rates and rents that have reached their weakest point in the last 6 years.According to Adam Summerville, lead partner at Ground Control, a specialised consultancy for the travel retail, hospitality and leisure sectors, the beauty of F&B tenancies in an airport location is that their captive audience allows them to become the ‘destinations’ at airports.“This is even more pronounced in Asia which has always had a strong dining out culture and so it is not surprising that millennials in the region are foodies, with many sharing their dining experiences on social media and posting reviews online,” Adam says.DINING AT JEWEL CHANGIDining at Jewel Changi could be various and has so many options. So please find our TOP PLACES TO EAT in Changi Airport.SHAKE SHACK (#02-256)Shake Shack is one of the first places you’ll see as you walk into Jewel Changi. On its opening day, dedicated Singaporeans started queueing up at 04:30 to get a taste of Shake Shack’s legendary burgers. This is the brand’s first outlet in Singapore and the Jewel Changi location includes Singapore-exclusive items on the menu to pay tribute to local flavours with picks like the Pandan Shake and the Jewela Melaka Concrete.The two-level dining venue seats 90 customers on each floor. On the first level, a video wall displays locally inspired graphics to create a stunning visual effect and customers can enjoy a partial view of the HSBC rain vortex. The second floor is decked out in American diner-style booth seats and cool murals and lighting to offer a quiet spot away from the crowds below. STARBUCKS RESERVE (#02-204)The Starbuck flagship is a sight to behold. The hand-carved Starbucks Siren on the wall leading up to the second floor took Singapore-based artist, Sean Dunston, two months to complete. The design includes subtle references to Singaporean culture by using Peranakan patterns to decorate the Siren’s brocade and tucking a Vanda Miss Joaquim orchid behind her ear. The effect of this eye-catching wall installation extends throughout the cafe with the wooden elements and multitude of indoor plants echoing Jewel’s nature-centred design concept.The first floor boasts with an interactive Reserve Coffee Bar manned by friendly baristas who are always up for a chat. Moving up to the second floor, the feature wall is fitted out with Starbucks Reserve labels. This level is also home to an Art Room that creates the feel of a luxurious airport lounge with its bespoke wall art and comfortable seats. Aside from the occasional function or workshop hosted here, the studio is open to anyone who visits the cafe.IGER STREET LAB (#05-205)As the first global concept store for this local beer brand, the Tiger Street Lab is an exciting new concept where visitors can experience seasonal Tiger brews paired with food from local collaborators. The lab has an interactive digital customisation panel installed next to the bar, where the touch of a button allows customers to personalise their own limited-edition Tiger beer and discover merchandise designed by local artists. An innovative, experiential concept that brings the best out of local brews.PAZZION CAFE (#B1-243)Pazzion Cafe is a lifestyle extension of the contemporary footwear brand, Pazzion, aiming to create a holistic shopping experience that adds dimension to their retail platform and encourages shoppers to engage with the brand. The interior is decorated in black and white tones and sets the mood for a modern-chic retro cafe with vintage props like a typewriter, telephone and metal globe. The seating area extends to outside the cafe, where customers have an unrestricted view of the iconic waterfall.MUJI CAFE & MEAL (#02-227/228/229)The Muji store stretches over two floors, dividing the space into the retail area and the spacious in-house eatery. The lower level houses a collection of apparel, health and beauty products, travel items and food, continuing to the upper level where housekeeping items and living room, bedroom and kitchen products can be found. This floor also hosts the 88-seater Muji Cafe & Meal where customers can take a break in between their shopping.Among Changi’s top 10 markets in 2018, India and Japan registered the strongest growth, respectively rising with 12% and 10%. China and Vietnam followed shortly with an annual growth of 7%. To cater to its most dominant markets, Jewel Changi presents a strong Asian F&B offering ranging from dim sum specialists Din Tai Fung and Tim Ho Wan to local Michelin-starred roast specialist, Kam’s Roast. Worth singling out is Shang Social, a contemporary restaurant-bar-retail space, where Chinese cuisine is reimagined through a showcase kitchen, classy cocktail bar, ice cream stand and a range of seating options. Does the name sound familiar? That is because this is the first standalone concept by the Shangri-La Hotel Group. SHANG SOCIAL (#01-219 to 222)The Shang Social group has a growing presence in China and is known for its amazing Cantonese, Huaiyang and Sichuan food. The restaurant can accommodate 200+ customers and is divided in three sections to offer different dining experiences. The casual ‘Marketplace’ area is a relaxed space with a theatrical kitchen setup where customers can watch chefs prepare the signature dim sum and noodle dishes. The ‘Dining’ section caters to upmarket diners with plush booth seats and chic hanging lamps. Lastly, the old-worldly bar is lit up with light orbs on brass stands and serves exquisite cocktails alongside Chinese tapas.In a rush to buy some souvenirs before catching your flight? Jewel Changi Airport is home to many local staples like Bengawan Solo, Old Chang Kee, Bee Cheng Hiang and Rich & Good Cake Shop, all of which are sporting a refreshed look in their new outlets. BENGAWAN SOLO (#01-228/229)Bengawan Solo is a local confectionery chain who went for an upmarket vibe at its new Jewel Changi outlet where customers can feast on the signature selection of kueh found in outlets all over Singapore. Their usual no-fuss design was replaced by garden-themed interior elements to tie in with Jewel’s backdrop. At the door, customers are met with a table decked out in kueh, and the cake display inside is framed by a trellis decorated with orchids. Visitors can head over to the demonstration section where they can watch the experts behind the counter create delectable treats like kueh lapis.RICH & GOOD CAKE SHOP (#01-232)Rich & Good Cake Shop is a well-known name among Singaporeans. The popular swiss roll shop has been around for decades and took their rebranding strategy very seriously when they rolled out the new venue in Jewel. The entire look was reimagined – Millennial-ised, if you will. The sleek baby pink cake counter is rimmed with gold and LED screens were installed to display the shop’s iconic cake flavours and trusted baking process. 10 flavours of the famed Swiss rolls are currently available, sold in two size variations.Changi Food : a new challenge?When Jewel Changi first opened its doors, it remained to be seen whether the ambitious goal of drawing 40-50 million visitors in the first year would be reached. But barely after the six-month mark, Jewel already exceeded its own expectations. The key takeaway from this experiential F&B journey is that social media is taking on a more significant role and influencing customers’ decision making, meaning a successful dining destination isn’t just about the quality of the food, but also the design, marketing, atmosphere and service. If you want to see how this idea plays out in the industry, a trip to the iconic Jewel will be well worth it in proving brick-and-mortar is still alive and kicking in Singapore. Read More
Top 30 Instagrammable Stores In SingaporeThese days, store design is all about creating spaces deemed ‘Instagrammable’ to capture the attention of Millennials. Need some inspiration? Take a look at our favourite Instagram-worthy stores in Singapore from Jewel Changi, Orchard Road and Dempsey Road to the CBD, Chinatown, Tiong Bahru, Bugis and the City Hall region. JEWEL CHANGI1. Apple Jewel StoreThe 8m-high curved glass façade makes an impressive entrance against the Jewel Vortex waterfall. Up your IG game with “The Magic of Jewel Photo Walk”, a photography workshop where Apple staff impart invaluable tips and tricks for your Apple iPhone, one of the 200 products on display in this sprawling customer experience center.Address: 78 Airport Boulevard2. Durasport Jewel StoreA quick glance at Durasport’s façade will leave shoppers awed — the spacious ultra-performance sports store is wrapped in high-grade stainless steel, made to appear as if in dynamic motion. Think a scene straight out of Star Wars’ revolutionary battleships, with segments that provide hands-on experiential zones via simulators for serious cyclists, skiers, climbers, and triathletes. This allows shoppers to test the various sportswear or equipment before making a decision to purchase.Address: Jewel Changi, 78 Airport Boulevard3. Skechers Jewel StoreThe 5,000 squarefeet duplex store’s interior has been designed with an overall modern and sleek look, achieved through the use of bright lighting, neon signage against cement panels. This store also offers a range of exclusive shoes for customization.Address: Jewel Changi, 78 Airport Boulevard4. Pokemon Center SingaporeAt the Pokemon Center Singapore, water-type Pokemon were chosen to decorate the store as Singapore is an island surrounded by water. Therefore, greeting you at the entrance is a Lapras being ridden by Pikachu and head to the back to view a Gyarados doing the “Merlion”. These make fun photo spots within the store.Address: Jewel Changi, 78 Airport Boulevard5. Naiise Iconic Jewel StoreSpanning almost 9,500 square-feet across its twostorey space, Naiise Iconic truly brings together local collaboration, retail technology, and unique experiences including a tea-bar and cafe that customers can only get in-store.Address: Jewel Changi, 78 Airport Boulevard6. Make HeroA new “affordable luxury” Japanese skincare and cosmetics concept store, Make Hero is thoughtfully divided into dedicated skincare, haircare and perfume sections for customers to test the samples available. The hip pink facade and feminine interior also make this an Insta-worthy shop.Address: Jewel Changi, 78 Airport BoulevardORCHARD/DEMPSEY7. Dover Street MarketThe multi-label store – the fourth in the world after London, Tokyo and New York – stocks 25 designer brands that range from Comme des Garçons and Anti Social Social Club to Céline and The Row. Housed in a converted army barracks with high ceilings, black cagelike grills as racks, and a colorful ‘cashier’ hut, customers would be forgiven if theymistake this for an art gallery.Address: Block 18, 18 Dempsey Road8. Siri HouseA new multi-concept space that is equal parts design showroom, restaurant/bar and retail nook. It’s certainly swanky, with a touch of island life vibes from the foliage wallpaper motifs and wooden wardrobes stocked full of trinkets. The creativity extends to Siri House’s Art Space, which will showcase new exhibitions every quarter.Address: Block 8D, Dempsey Road9. Chez vous HideawayAn experiential space where people can relax, have fun, and of course, take a load of pictures in the 1,800 square-feet salon which holds seven different Instagrammable zones. Address: Ngee Ann City Tower B, 391b Orchard Road10. Reebok Vector ClubReebok just opened their newest flagship store at Orchard Central. For the first time in Singapore, you’ll be able to find their line of classic apparel in their new Vector Sport concept store – perfect for both hypebeasts and sportswear enthusiasts alike.Address: Orchard Central, 181 Orchard Road11. Sephora TakashimayaSephora Takashimaya is the first store in Southeast Asia to offer Skincredible, a skincare consultation service that helps you determine your skin needs and the “Fragrance Boutique” concept. The ceiling to floor screens with extravagant videos of people having fun with all things beauty also make great IG Story moments. Address: Takashimaya Shopping Centre, 391 Orchard Road12. Surrender StoreThis independently owned, single-location store is one of the hippest shopping destinations in Singapore. Hard-edged galleristas, unabashed runway worshippers, and cool kids come here for trendsetting designers from Asia, Europe, and beyond.Address: 268 Orchard RoadCBD/CHINATOWN/TIONG BAHRU13. Gentle MonsterThe Marina Bay Sands store, like its ION counterpart, contains a series of abstract installations that are futuristic and fascinating.Address: 2 Orchard Turn14. OplusOplus is the first locally grown single label eyewear brand with a true manufacturing background. To showcase their ethos of “minimalist in its designs but maximalist in its craftsmanship”, the goldtinged boutique baths in light and sleekdisplay cases.Address: 6A Shenton Way15. Monument Lifestyle Store & CafeMonument Lifestyle brings together two of the best things in life under one roof – shopping and eating. Currently, the store carries retail products from carefully curated brands for men only.Address: 75 Duxton Road16. The Social SpaceThe decor, with its long rustic wood table and rattan furniture, gives us instant Bali vibes – not to mention the killer smoothie bowls you’d expect to be slurping in Seminyak. The retail aspect of The Social Space showcases beautiful pieces by businesses with an ethical or environmental purpose, and social enterprises. With its ethical boutique, refill station and a social enterprise nail salon on the way, The Social Space is so much more than just a beautiful new cafe.Address: 333 Kreta Ayer Road17. Straits ClanStraits Clan aims to facilitate cross-pollination between professionalsfrom a wide range of industries, and it does so in great style. With its welcoming atmosphere captured in a palette of onyx, concrete, rattan and lush tropical greenery that effortlessly ties in with the neighborhood, members are warmly invited into this beautiful, calming space.Address: 31 Bukit Pasoh Road18. White Label RecordsSettling into the swish neighbourhood of Ann Siang Hill, White Label Records is a hip record store by day and trendy bar by night. The stylish space is also the perfect hangout for music enthusiasts to kick back and relax over some food and drinks, browse through an endless list of records and catch popular DJs in action. Address: 28 Ann Siang Road19. Cat Socrates An unorthodox, catfriendly retail store, Cat Socrates is a cozy, endearing Indie lifestyle store with various books, accessories, apparels and art from local artists and designers. With its warm and inviting atmosphere and unique interior, it’s a perfect place to snap a photo which shows off your love for your furry felines!Address: 78 Yong Siak Street20. Calla LilyA lush and intimate space designed to reflect the personalised service provided at Calla Lily. The feminine design really speaks to the personality of the brand inspired by gem setting. The boutique uses contrasting textures and flexible furniture in blush palette that make the space Insta-worthy.Address: 56 Eng Hoon Street21. Books ActuallyHousing the largest collection of Singapore publications, English literature books as well as trinkets and stationery, Books Actually is a unique vintage quaint bookshop with a relaxing atmosphere. A favorite place amongst avid readers to snap a “inspo” quote for their Instagram feed. Address: 9 Yong Siak StreetBUGIS/CITY HALL22. Raffles BoutiquePreviously known as the Raffles Gift Shop, the new Raffles Boutique takes its place at the restored Raffles Arcade featuring a brand new retail concept. Shoppers will be able to enjoy a cuppa and homemade pastries at the refreshed Ah Teng’s Cafe while browsing well loved souvenirs and gourmet products that are set amidst a heritage gallery that showcases the illustrious heritage of Raffles Singapore.Address: 3 Seah Street23. Gallery & Co.Retail and gift shops located within a museum are hardly eye-catching, but Gallery & Co. defies that norm – A concept store set up by renowned names such as Unlisted Collection, Foreign Policy Design, and Luxasia, Gallery and Co. carries unconventional tote bags, stationery, and art from collaborations by Southeast Asian and International artists.Address: National Gallery, 1 St Andrew’s Road24. Lee Hwa Jewel SpaceA new experiential boutique, modelled after that of an art gallery, aiming to connect with the millennial shoppers. Customers can spend their day in the boutique browsing the products, learning more about jewellery and creating bespoke pieces at a workshop.Address: 3 Temasek Boulevard25. Love, Bonito Love, Bonito’s third and largest store at the newly-reopened Funan mall is a feminine and fun retail wonderland that encourages you to touch, feel, play and take lots of photos. Fresh as a peach is the entrance of the new store, with lots of peachy-cute curves and a modern-retro vibe. Lots of space to breathe in all the fast fashion goodness, and also queue up to pay for your purchases.Address: Funan, 107 North Bridge Road26. Tong TongThe Tong Tong shop is a darling little corner in Shaw Towers – shoppers can’t help but notice this mysterious looking tunnel that directs you to places unknown. The interior of the shop has retro tiles and speckled with vintage Chinese memorabilia.Address: 100 Beach Road27. Supermama StoreSupermama works closely with many design/art studios in Singapore and traditional craft facilities in Japan to produce meaningful “omiyage” (contemporary giftware) that represents the Singapore culture. Using culture as a context to design, Supermama delves into the fine line between cultural artefacts, everyday objects and the concept of basic luxury – that everyone can own a piece of heritage.Address: 265 Beach Road28. AesopNo retail guide would be complete without including an Aesop store as a designated stop. Inspired by Singapore’s rich maritime history, Aesop Raffles City is an intriguing mix of modern design and nautical tradition. From the two-toned palette to the slick finishes, you are stepping into a slice of history from the moment you cross the door.Address: Raffles City Shopping Centre, 1 Harbourfront Walk29. Sifr Aromatic StoreUnlike most perfume shops and perfume counters in malls, there will be no “assault of the senses” when shoppers enter. It’s a VM treat with midnight blue wall, solid wood fixtures, literary quotes and books on the shelves. The vintage-style French perfume bottles, Egyptian glass vials, miniature trees which upon a close look were stands to hang aroma pendants, and the rows and rows of perfumes, complete this multi-sensory store.Address: 42 Arab Street30. Kapok NDC StoreLocated on the ground floor of the National Design Centre (NDC), it is a perfect place to indulge yourself in good design. The new cafe area extends to the serene courtyard, overlooking the classic architecture of the historic St. Joseph’s church. The full-fledged lifestyle retail concept spanning 2,300 squarefeet space, will showcase over 100 labels from international and Asian brands, of which Singapore-based labels will take up a quarter mix.Address: National Design Centre, 111 Middle RoadThis article is based on the session, ‘Store Design for an Instagrammable Age’ presented by greater group’s Asia Design Director, Nina Miranti, at the Singapore Retail Industry Conference & Exhibition 2019. The free guide, ‘Top 30 Instagrammable Stores in Singapore’, can be downloaded here. Download your free guide here! Read More
Store Design And Instagrammable Age: Inside The Mind Of The Millennial ShoppersIn its 28th edition, the Singapore Retail Industry Conference & Exhibition has consistently delivered practical information, proven techniques and ground-breaking ideas that address hot topics and the latest strategies in the world of retail. This year, I had the honour to join over 500 other industry experts and professionals to present my insights on “Store Design for an Instagrammable Age”.In today’s fast-changing retail landscape, “Instagrammable moments” are now part of many retail design briefs, where clients are requesting myself and my team to consider social media platforms when designing retail projects. I attribute this growing retail trend to the “Millennial moment”, the coming of age of the world’s two billion Millennials who with a combined spending power of $2.5 trillion, show no sign of slowing down. Their shopping habits can be a deciding factor in what makes or breaks the success and longevity of retail models. Retailers must be able to connect with this generation through the right shopping experiences and unique products if they want to capture the attention of the millennial shopper.During my presentation, I shared with the audience what influences Millennials to purchase and what businesses can do to meet their tastes and expectations from a retail store design perspective.IN THIS ARTICLE• Who are the Millennials?• Why is it important for brands to capture Millennials?• How to capture the Millennial market?• 5 key elements to incorporate into store designWHO ARE THE MILLENNIALS?Born between 1980 and 2000, the Millennials are aged around 19 to 40 years, overtaking Baby Boomers as the largest age demographic with a current population of 80 million in the US. The younger, equally digitally-driven generation of Gen Z comes in second. Shifting the focus to Asia Pacific, an estimated 60% of the world’s Millennial population resides here, comprising about one quarter of the total Asian population. In Singapore, Millennials make up 22% of the overall population. Millennials are experience-driven and are much more inclined to spend their money on unique and memorable events than any other generation. Their shopping-decisions are based on emotional needs, valuing products that make them feel good as opposed to the preceding Baby Boomers and Gen X who place greater value on quantity and numerically measurable wealth.WHY IS IT IMPORTANT FOR BRANDS TO CAPTURE MILLENNIALS?While it is commonly and stereotypically generalised that this generation’s world orbits around their smartphones, stats show that half of Millennials still favour shopping in-store.Shopping habits have started falling into the two categories of wants and needs, where ‘wants’ refer to experiences rather than possessions, blurring the lines between transaction and engaging customer experience. With more than half a million ‘influencers’ active on Instagram, the predominant influencer culture among the digital community has immensely changed the way shoppers are motivated to make purchases. An Instagram-user with a large online following is equipped with much more commercial persuasive power than a person with years of industry knowledge but no online presence. What does this mean for brands? Essentially, Millennials are much more likely to invest in a product or service when they see a person with ‘Instagram-credibility’ promoting a certain brand.Instagram has 1 billion monthly active users, making it the third most popular social media platform following Facebook’s 2 billion monthly active users and YouTube’s 1,9 billion monthly active users.Catching on to the consumers’ active use of this platform, retailers and businesses have been making significantly more use of the massive Instagram-audience to share content and build their brand story. The Instagram-story feature poses great potential for this purpose, with 500 million daily active users of which one third of the most viewed stories are from businesses.To accommodate the rising number of brands making use of Instagram, the app has been adding more business-focused features such as shopping posts where users can tap on an image to learn more about the products displayed. Although there are some mixed feelings whether Instagram should gear towards a transactional platform or rather remain a focused medium for sharing content, these new features have rapidly taken off with 130 million monthly users engaging with brands’ shopping posts to learn more and make purchases.HOW TO CAPTURE THE MILLENNIAL MARKET?At greater group, we’ve conducted an extensive study of the Millennial target market to design stores that best engage this generation. Based on our research, we have identified 5 key elements to incorporate into retail store design to keep Millennial shoppers coming back again and again.1. PERSONAL TOUCHMillennials value personalised communication and products tailored to their preferences. Digital means such as beacon technology allowing controlled interaction and sharable information can be very useful in achieving personalisation for customers.Case Study: New Balance (Tokyo)greater group designed the New Balance Harajuku flagship store in 2015, tailoring the store design to place the spotlight on the brand’s personalised sneakers with integrated technology such as the ‘foot scan’ feature to assist shoppers in finding their perfect shoes. On the front of practicality and convenience, digitally advanced POS-technology allows customers to seamlessly pay with their smartphones. Taking an experiential approach, the store design includes a community café where shoppers can take a break in between their shopping. The design of the café mirrors a running track – a creative, sporty touch to keep visitors immersed in the brand image of New Balance. 2. CONSISTENT BRANDINGWith the rise of e-commerce, retail is at an interesting place where brands need to find their feet in a space that combines online and offline shopping to best engage Millennials shoppers. Seamless transition between online platforms and in-store shopping is key. 60% of shoppers discover new brands and items through Instagram and nearly 4 out of 10 users then visit physical stores related to these brands to do in-store shopping.Case Study: AesopThe Australian luxury skin care brand, Aesop, takes a hyper localised strategic approach to add a unique touch to every one of their different locations across the world. As one of my favourite brands, I have a great appreciation for their skilful retail execution in terms of integration between their different sales platforms while localising the design of each store. The online and offline branding has the same feel with a subdued palette and equally soothing environment to consistently carry out the brand message. 3. EASE OF NAVIGATIONMirroring the easy access and clear wayfinding of online shopping, Millennials appreciate well-defined retail store designs that allow effortless navigation. They don’t want to waste time looking for items and instead seek clearly organised merchandise that simplifies the overall shopping experience. 70% of millennials dislike noisy, cluttered and disorganized stores. Here at greater group, we adapt 4 retail principles to design stores that are efficient and easy to navigate. It is crucial to equalize the space and provide clever zoning. Customer shopping behaviour is also key in how we direct them around the store through strategic planning. As millennials value organized product display, the art of planogramming is crucial to be applied, along with clear visual communications. Lastly, of course, the in-store experience is important, which I am covering in the next point.greater group has designed the next generation store in accordance to the “Science of Retail”.4. MULTI-SENSORYMillennials crave experiences that stimulates their senses – something that cannot be achieved online. Despite all its convenient ease-of-access perks, the two-dimensionality of e-commerce cannot compare to the multi-sensory experiences made possible through conventional in-store shopping.In a study by Mood Media, Generation Z (those aged 18-24) and Millennials offer an enticing opportunity for retailers, with these generations being the most affected by sensory experiences across the board. Combining music, visual and scent sensorial elements increases consumer dwell time, with 75 percent of consumers citing they’ve stayed longer in a store when such components were in place.Over the past year, we have seen more retailers adopting immersive and multi-sensory in-store experiences and we see this momentum set to continue into 2019 as smaller retailers try their hand at experiential, spurred on by the success of the retail giants.Case Study: Pandora (Sydney)This Pandora pop-up to celebrate a new product launch at Sydney’s Pitt Street Mall was inspired by bees, features such as scented golden flowers and a soft hum of bees buzzing in the background help to add dimension to an immersive shopping experience. The strong accents of gold throughout the design proved very popular among younger customers, who immediately took to snapping pictures against the luxurious backdrop to share on Instagram.5. SHAREABLE EXPERIENCEThe final key point in capturing the attention of Millennial shoppers is creating unique experiences that allow customers to interact and connect with the brand, forming valuable relations to improve the chances of continued support in the future. Previously, the main role of stores was to sell products, but in the age of social media, brands need to tell stories.Case Study: Love, Bonito (Singapore)I’m a big fan of Love Bonito’s store design in their latest Funan branch in Singapore. Following through with the distinctive shade of ‘Millennial pink’, they created a beautiful, highly photogenic space that reflects a trendy modern-retro vibe. Aside from the visual aesthetics, they seamlessly incorporated digital technology to facilitate entertaining customer experience. The AR-walkway paves the way for an interactive digital experience and the infinity mirror room is the perfect backdrop for an arty Instagram-selfie. Through the massive fitting area with its digital runway backdrop along with the regular community workshops, shoppers’ dwell-time is increased, making it not only a place to buy things, but also an engaging hub – a place to be entertained, hang out and share experiences.This article is based on the session, ‘Store Design for an Instagrammable Age’ presented by greater group’s Asia Design Director, Nina Miranti, at the Singapore Retail Industry Conference & Exhibition 2019. If you’re interested in learning more about designing stores to capture Millennial shoppers in the age of social media, download our free guide, ‘Top 30 Instagrammable Stores in Singapore’.Download your free guide here! Read More
Greater Group Wins Two Silver At Melbourne Design Awardsgreater group has achieved local market recognition with a double SILVER win for entries in two categories at the 2019 Melbourne Design Awards. Interior Design – International Hospitality: Aroha Café & Bar at Auckland International AirportRetail Interior Design: SILK Laser Clinic at Midland Gategreater group team at the Melbourne Design Awards 2019The SILK Laser Clinic at Midland Gate features a minimal yet inviting design.The Midland Gate SILK Laser Clinic is one of the 18 clinics in a national rollout commissioned by SILK Laser Clinics. greater group provided end-to-end services in updating, refreshing and re-imagining the current design without reinventing the brand image.Aroha Café & Bar at Auckland International Airport subtly blends natural elements with a touch of modernity.A collaboration with Emirates Leisure Retail, Aroha Café & Bar at Auckland International Airportis a modern all-day cafe where passengers can relax and take in the stunning view of the runway as they enjoy a great range of healthy F&B offerings showcasing New Zealand produce.The Melbourne Design Awards celebrate innovative and creating building interiors with consideration given to a range of factors like creation, planning, furnishing and aesthetic presentation. DRIVENxDESIGN is about celebrating the courage of project commissioners and creators, recognising the diversity and excellence across Australia’s most diverse awards program.We would like to thank everyone involved, the talented team, our valued clients and all the trades, suppliers and consultants who helped in the successful delivery of these projects. Read More
POST MALONE JIBBITZ : LIMITED EDITION CROCS IN AUSTRALIAPost Malone’s limited edition camo-green crocs are are available on Australian market. The rapper announced his third collaboration with the American shoe retailer, Crocs. Read more about this collaboration in our retail design blog.Post Malone X Crocs will be exclusively available online in Australia and in-store at Culture Kings in Sydney.Austin Richard Post, known by his artist name ‘Post Malone’, has gained international popularity for his varied blend of musical genres and easy-paced style of rapping. His fashion choices are as diverse as the music he produces and he has never been secretive about his love for his trusty crocs, which he regularly flexes both on and off stage.Post Malone X Crocs – where can you buy it?Post Malone X Crocs will be exclusively available online in Australia and in-store at Culture Kings in Sydney. Stock is limited and a one-pair-per-customer policy has been set in place.Following the success of his previous uniquely designed crocs, Posty didn’t wait for grass to grow under his feet. His first two collaborations with Crocs were respectively released in November and December 2018. The first design featured a white clog stamped with the Posty Co. logo and the second a bright yellow barbed wired motive, mimicking his signature wire-tattoos across his face and wrists.In addition to the launch of the new design, the exclusive Post Malone Jibbitz are set to return – little plastic charms used to customise crocs by pushing it through the holes of the shoes. The Post Malone charms include the Posty Co. logo and a model of his famous ‘Stay Away’ tattoo.His latest green-themed collaboration with Crocs comes after the recent announcement that the artist is rolling out his own cannabis company, Shaboink, later this year. Like Mr Malone once rightly said, “u can tell a lot about a man by the jibbits on his crocs”.It is this tweet that grabbed the attention of Crocs Chief Marketing Officer Terrence Reilly, who said that the 23-year old creator represents what it means ‘to be comfortable in your own shoes’, making him the perfect match to join forces with their brand.If the shoe fits, wear it – or, in this case, go the extra mile and design your own wonderfully weird clogs.Crocs’s ‘Come As You Are’ campaign celebrates individuals who don’t shy away from embracing their authenticity – a spirit naturally exuded by Post Malone, according to Crocs’s press release.After the previous Post Malone X Crocs design sold out in just 10 minutes, Crocs Australia added a cool feature on their website for shoppers to receive updates on any future collaborations – a great way to stay Posted. (Don’t worry – these puns got us saying ‘wow’ as well.)Crocs Singapore Office – the place where you will be able to design your own crocs!In collaboration with Greater Group, Crocs recently launched their new store in Jewel Changi, Singapore’s world-class, multi-dimensional lifestyle destination airport. The store, designed and built by Greater Group, welcomes shoppers with warm textured paint finishes, natural wooden materials and ample natural light from outside.We can’t wait to see what the eccentric Posty and this fun brand come up with next. To quote the man of the moment himself, we only say ‘congratualations’!Here is a sneak peak of Jewel Changi’s cool new Crocs store.A big thank you to our friends at Crocs Singapore for providing these great images! Read More
Creative Guide to Retail Fixtures in 2022Retail fixtures take shape in many forms, from furniture and lighting to mannequins and display shelves. In retail design, fixtures are important as these installations can make or break the visual appearance, practical functionality and customer experience of the store.What are retail fixtures?Its most basic function is to serve as storage or display space for merchandise, but no one is inspired by an unimaginative store interior. This is why designers can have so much fun when it comes to designing and installing retail fixtures. Effective retail fixtures can enhance the customer journey and turn browsers into buyers. Here’s how.Understand the different types of fixtures and displaysThere are countless ways of displaying products and encouraging shoppers to interact with their surroundings. Take a look at the creative displays in your favourite fashion shop compared to the shelving techniques and wayfinding tools in your go-to grocery store. How do the fixtures in these two examples differ? In each store, what attracts you to enter and, once inside, what inspires you to make a purchase?Naturally, window displays are the first thing a potential customer will notice from outside. Your window displays should be enticing and reflect your brand’s identity and offering. Next, consider what you want customers to see when they first walk through the doors: open sightlines throughout the space, or segmented areas? Keep the eye low through table displays and mannequins or create dimension with wall-mounts and ceiling-connected fixtures?In a clothing store, for example, garment racks and grid walls featuring wire panels will do great to maximise spatial efficiency, while a pharmacy or beauty store will gain more benefit from two-sided display racks with adjustable shelves. Once you understand the objective of the different types of fixtures and displays in retail environments, you’ll be able to make informed decisions about what will function best in your store.Design with modularity and flexibility in mindModularity is a keyword in retail design. Designers are increasingly realising and capitalising on the potential of flexible designs, as we can see in temporary retail formats like pop-ups and store-in-stores. Modular design is not only intelligent, future-proof and cost-efficient, but it also aids brands in maintaining consistency across different platforms and store locations.This is especially valuable for fixtures in window displays and seasonal installations. Designing and manufacturing new signage and promotional material for every campaign throughout the year is wasteful and expensive. In 2020, the goal for designers is to create in-store fixtures and product displays that can be used year-round with little adjustments needed to draw shoppers’ attention to new products or special promotions.Think outside the boxThere is no cookie-cutter solution for creative design. Create a point of differentiation for your brand by testing the limits of what has been done by competitors.The sustainable challenge posed to brands and retailers this year will further motivate designers to come up with ideas that promote sustainability and minimise waste. Buying second-hand furniture, revamping existing fixtures or using recycled materials to build new structures all leave plenty of room to get creative with interior features and product displays without compromising brand identity.Anthropologie, for example, is known for their out-of-the-box approach to store design. No two Anthropologie locations have the same interior, yet the brand succeeds in maintaining aesthetic consistency across their store network. The brand’s team of designers create anything from paper-mâchéd decorations and hand-painted walls to window displays made from recycled newspaper, achieving bespoke, localised designs that still adhere to Anthropologie’s broader visual guidelines.Trends in fixtures and displays for 2022Drawing inspiration from natureCreatively using recycled/reclaimed materialsEnergy-efficient lightingHarnessing technology in signageEmploying AI and AR in product displaysInteractive product displaysDesigns that engage all sensesModular and flexible designDisplays that educate shoppersLocally-inspired designsGreater Group is a multi-disciplinary global retail design agency. We have been creating award-winning retail spaces, customer experiences and workplaces since 1989, utilising our combined expertise to deliver high-impact, high-return design, fit-out and manufacturing solutions and provide clients with one point of contact throughout. Learn more about our commercial fit outs, shopfitting design and retail design today! Read More