OVERVIEW
bringing people & places together
Unite is a prototypical boutique experience designed in response to the increasing rate of social loneliness among the Millennial and Gen Z age groups. The primary goal is to blur the boundaries between brick-and-mortar retail spaces and third places in order to provide social support that people lack elsewhere.
While emphasizing on the influence of the in-store atmospheric stimuli on customer experience, the importance of retail therapy on consumer well-being and the impact of an evolved boutique experience on the user’s social heath, the built environment assists in alleviating or preventing negative symptoms.
This in return allows boutique format clothing stores to remain relevant while the retail apocalypse and growth of e-commerce continue to shape the face of the retail industry.
Using the prototype as an inspiration under the guidance of the proposed strategies, designers can create spaces based on the requirements of the client.
Immersive Experiences
Connection with Nature
Advent of COVID-19
Brick-and-Mortar Retail in the U.S.
Growth of E-commerce
Future of Retail
Target Audience Demand for Third Places
Shifting Landscape
Gap Cognitive Experience
Sense of Place
comfort pause
The In-Store Experience
Affective Experience
Supporting Theories
Sensory Design
Social Experience
Approaches
Retail Built Environment Impact on Social Health
Beyond Buy
Food Indulgences
Mystery Prospect
Spatial Planning
Guided User Journey
Consumer Wellness
Key Touch Points
Brand Loyalty
Social Health • Creates curiosity and encourages consumer engagement.
Black Box Model
Connection with Nature
Multisensorial Experiences • Auditory + visual + tactile stimuli that attracts customers.
Spatial Planning • Auditory stimuli evokes emotional responses and reduces buyer uncertainty at checkout point.
Biophilic Design
IMPLICATIONS FOR DESIGN
Social Health
Inclusivity
Sensory pull down display that rotates in slow motion to create a dynamic setting. A Musical note is heard with every pull.
Connection with Nature • Visual connection with nature through air plants. • Mystery is maintained through hidden views.
Theory of Third Place
Material Connection
Flexibility And Control
MAGNETIC POINT 1
Social Health • Encourages social interaction
Visual Connection
Human Connection
Exploration of Retail as a Third Place
Retail Apocalypse
Physical Experience
Spatial Planning • The walk-through can be broken down into zones to showcase multiple collections
Social Interactions
Problems
Clothing Boutiques
Immersive walk-through to educate customers on new trends and collections.
Multisensorial Experiences
Specific Research on Boutique Stores
WITH
Focus Beyond Products
Multisensorial Experiences • Visual + aural + olfactory + tactile stimuli based on requirement
LITERATURE REVIEW AND GAP
Store Based Formats
EXPERIENCE WALK
Emotional Triggers
Visual Stimulus + Other Stimuli
Accessibility
Takeaways
Human Scale
Millennial and Gen Z as One Consumer Segment Black Box Model
RESEARCH PROBLEMS
Theory of Third Place
Sensory Design
Biophilic Design
Sense of Place
OPEN PORTAL LOUNGE Hidden lounge space for longer breaks to energize customers.
Decompress
Rebalance
How can boutique stores become successful third places that foster social health?
How should the brick-and-mortar clothing boutique experience in the U.S. evolve based on Millennial and Gen Z consumers?
Connect
An inviting retail space created by drawing inspiration from comfortable environments that serve as a calming interlude in which shoppers can unwind in an age of frenetic pace.
How can the in-store atmosphere of a boutique store create a positive shopping experience?
How can the built environment of boutique stores better cater to retail therapy?
Multisensorial Experiences • Visual + olfactory + tactile + gustatory stimuli. Connection with Nature • Visual connection with nature through center installation. • Rotating door at lounge entry creates mystery while enticing individuals to travel deeper
By integrating pauses and celebrating slower paces, the brand connects emotionally with consumers and increases engagement.
TARGET AUDIENCE Millennial 1996
1997
Primary Users
1981
Gen Z 2012
USER JOURNEY 7Es
Utilitarian Entice I
II
25 - 35 Age Group Under 10 years of work experience Willing to spend time shopping Lonely due to the hybrid work culture
Hedonic Explore
Third Places Social Interaction
Secondary Users
Millennial and Gen Z Perspectives
Engage III
Escape IV
In-Store Atmosphere Retail Therapy Built Environment Positive Experiences
12 - 24 Age Group
36 - 42 Age Group
No financial independence May not be interested in shopping Looking for places to socialize
Above 10 years of work experience Financially stable, disposable income Shops for utilitarian needs
Exchange V
Spatial Planning • Variety in seating. • Provision of adjustable task lighting. • Area can be used for pop-ups.
VI
The main display areas along with the walkways that allow customers to walk in a leisurely way.
Beyond Buy • Food and beverage services.
Multisensorial Experiences • Look and feel influences users to focus on hedonic motives. Connection with Nature • Design embeds prospect and mystery for a sense of openness coupled with excitement • Daylight + artificial sky light incorporated • Indoor plant and water feature for visual connection
Extend
Energize
THE STROLL (PRIMARY DISPLAY)
Social Health • Consumers can socialist with friends and family midst the shopping experience. • Encourages active and passive conversations.
VII
Spatial Planning • Curved design allows customers to experience the store at a slower pace. • Way finding on floor as well as ceiling. • Circadian lighting system to promote wellbeing. Brings customer inside
Makes customer move around
SITE & BUILDING As of 2023, California is the state with the most number of clothing boutiques businesses in the US. Out of all cities, the demographics of San Francisco is ideal for the prototype. Re-examining the urban fabric of the city’s Financial District under the lens of constraints presented by the pandemic could not only provide new economic viability for the city's urban components but also prove to be a catalyst to revitalize the area.
Gives customer a chance to decompress
Encourages conversation
Allows customer to regain balance
Social Health • Creates opportunity for interaction with companion, staff or fellow customers.
Brand experience wins customer faith
MAGNETIC POINT 2
Creates a loyal customer base
Sensory display to engage customers during waiting times. Connection with Nature • Soft artificial grass flooring to reduce stress on feet. • Dynamic Breeze for refreshing sensation and biological and physiological comfort. • Cooler temperature encourages emotional decision making.
THE STROLL (SECONDARY DISPLAY)
3 Embarcadero Center, San Francisco, CA 94111
Located at the rear end displaying discounted items.
6064
Multisensorial Experiences • Provides visual + tactile accessibility in an organized and uncluttered manner.
Gross Square Footage
Spatial Planning • Curved display gives better visual access.
Connection with Nature • Soft artificial grass flooring to reduce stress on feet. • Niche in wall creates mystery. Spatial Planning • Fixture designed to break monotony. • Task lighting around mirror.
Consultation
The Stroll (Secondary Display)
Photo Booth
The Den
THE DRESSER Transformed trial experience with accessible fitting rooms as well as lounge spaces.
The Dresser
Magnet Point 2
Checkout
Stock Room
Experience Walk
Open Portal Lounge
ESCAPE PODS Decompression zones where customers can take a short break and rebalance themselves while shopping. Connection with Nature • Views of nature and access to natural light while resting caters to the user’s wellness. Social Health • Provides control of space with semi-transparent curtains for privacy
Escape Pods
The Stroll (Primary Display)
Magnet Point 1
Sneak Peak
Beyond Buy • Charging points for customer convenience
Spatial Planning • Controllable + color changeable task lighting around mirror • Adequate amount of hanging space with improved fixtures Social Health • Lounge space to socialize with friends and family while trying on clothes. Beyond Buy • Personalized service
PHOTO BOOTH Activity that provides audience with incentive. Multisensorial Experiences • Attractive and stimulating built environment Social Health • Opportunity for users to interact with companions or fellow customers. Beyond Buy • Takeaway for social media