As someone who has spent five decades as a retail store designer – my “real job,” I can attest to it being more science than art. And at a time when unified commerce is changing the very nature of what the store must be, the design of “branded environments” have never played a more important role in the path-to-purchase.
In my own retail design practice, we understood that our livelihood depended upon on creating a strong return on your client’s investments. That role of linking “design and the bottom line,” was far more objective than subjective.
Leading brands have long understood that great design is a brand differentiator, and one that warrants higher product margins and promotes brand passion. The importance that both Apple AAPL and Nike NKE have placed on their exceptional, even iconic store designs speaks to the importance of controlling the brand at every touchpoint, and particularly at a key point of customer engagement. It generates a halo effect that is real and enduring. That same level of design excellence and attention to a myriad of details has been demonstrated in the Retail Design Institute’s50th International Design Competition for “Store of the Year.”
Retail Design Institute 50th International Design Competition
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