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DIGITAL RETAIL EXPERIENCE
Stores of the Future
ROLE
Technical Designer
CLIENT
Cotopaxi (Project completed at Gensler)
TOOL
Miro, Figma
Adobe Suite
TIMELINE
8 Weeks
Problem
BRAND CHALLENGES
Confusion around "who we are" and the "role we play" in standing in the way to build brand loyalty and engaging new consumers.
GOAL
How might we create retail store experience that becomes distinct, unique and know for specific hero moments that truly represents the beating heart of the brand.
PROCESS
We started with understanding brand values, vision and retail product
CLIENT WORKSHOP
Interactive product stories woven into shopping experience with display of 70% product and 30% experience
We conducted 3 days client + design team workshop to understand clients vision, motive and current challenges and how can retail store help drive the purpose.
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INSIGHTS
49% of shoppers are visiting to get a specific task done
As per Gensler's research Retail experience index
We used these 5 touchpoints - TASK, SOCIAL, ENTERTAINMENT, DISCOVERY AND ASPIRATIONS to define adventure stores fictional and experiential areas.
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OPPORTUNITIES
4 modes of engagement
The store was mapped into 4 modes of engagement. which were further broken down into features and moments in the store that allows a shopper to get immersed and educated on the brand story and origins.
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STRATEGY
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New Brand Narrative: Come to seek adventure Do good as a result.
The store layout and journey is a physical manifestation of the brands messaging hierarchy, leading with adventure and underpinned by the do good message as shoppers progress through the store.
Strategy
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Technology Strategy: Low cost and high impact digital solutions
Avoid large LED’s and TV’s that signal technology and demands attention. Instead focus on subtle projection and hidden or novel displays.
FINAL DESIGN
Retail store concept with clear brand messaging, vision conveyed through unique hero moments.
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Experiential Store Journey
Making the shopping journey an unique experience. Closer to the storefront engage customers with messages focusing on individuals including adventure and products while the back of the store connects customers to deeper purpose and brand missions.
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Brand Mission
Adventure Wall: Feature wall in the beginning of the store that tells product story for individual inspiration and gives ideas for adventures. Textures and movement on adventure wall helps to tell an inspiring and living story that can be updated and refreshed based on seasons or events.
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Adventure Manifesto: Large statement piece that explains the brands mission towards adventure with lifestyle images.
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Impact Tracker
Interactive moment where shoppers scan any product to learn more about its impact and how it lives up to “gear for good”.
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Adventure Mirror
Two-way mirror creating adventure backdrop with an inspirational quote that is unique to each customer. When customers are not in front of the mirror trying on products, the mirror become a window to an ester egg moment.
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Brand's Core Message
The colorful feature wall draws customers to the back of the store, where higher community engagements happen. Each store collaborates with a local artist to create a highly unique mural featuring inspiration and influence of the location of the store. Brand's core message, "GEAR FOR GOOD” is always at the center of the artwork in raised Gothic font, but artists have the freedom to incorporate and “enhance” the message into their art piece in a creative and inventive way.
LOOK AND FEEL
Swipe to see final product
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REFLECTION
What I’d do differently next time.
Personally this has been a great journey to understand business and client vision, budget and timeline.
Working on tight budget and timeline: I have found that designing a retail store concept that balances future technology advancements with a limited budget and sustainable product promotion can be a difficult task. The challenge is to integrate technology into the store design in a way that is seamless and subtle, without taking away from the brand's focus on sustainability. It required a careful balance between incorporating technology that is both functional and aesthetically pleasing, while still maintaining the overall store design. The key is to ensure that the technology blends in with the store's ambiance and does not stand out as a separate entity.
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