Evolution of Retail Typology L12 | Space Planning and Organization
IR 2613: HISTORY OF INTERIOR DESIGN
Tutor: Amal Shah | Sem 3 | Monsoon 2020 Faculty of Design, CEPT University
Planning and Circulation in a Retail Store Planning and circulation are possibly the most essential aspects of the retail designer's job. But their importance is concealed by the nature of the task: when done properly, the planning and circulation should, in effect be seamless and invisible to the shopper. For the customer - The planning should have a transparency that allows the store to work well. guiding and helping the shopper through the space naturally, without confusion. For the retailer - Appropriate planning will help the store to run and operate effectively without the design "getting in the way." The designer's task in circulation is largely functional: moving people through and around the retail environment. Circulation - The purpose of circulation is delivering people to the merchandise in the stores. Good circulation will work unobtrusively - no shopper likes the feeling of being herded around the store, but shoppers do appreciate being helped by logic, convenience, and visual recommendation. 2
Space planning Aspects of a Retail Store Store planning and layout are influenced by a wide range of factors, among them, size, type of store, variety of merchandise, building regulations, number of staff and expected flow of customers. With this logistical data in hand, together with a knowledge of the store's cultural context, the retailer’s philosophy and the identity that needs to be projected, the designer can begin to plan the store. The store plan itself is based on 6 principal requirements: 1. 2. 3. 4. 5. 6.
Interior traffic flow (circulation) Placement of merchandise Visual merchandising Display and lighting Security Storage. 3
Space planning of Maison Saad The placement of merchandise needs to be determined by the retailer's priorities which almost certainly will change with time. There needs to be a speciďŹ c "attitude" to merchandise so that adjacencies of stock and the presentation of merchandise are carefully planned and consistent with the store’s merchandising policy - whether products are grouped by category or as coordinated packages or by size and so on. The concept adopted for the development of the store was inspired by the artisan of the articles of the brand and integrates smoothly curved lines, the use of leather and gold trim white lacquer: The wavy lines bring movement and light, blending into the brown, reminiscent of pure leather. 4
Space planning of Maison Saad
Pause points for sitting and trying the products
The staff can keep a track and manage everything from the centre Products kept such that they can be seen by everyone while walking Clear view of all the merchandise because of the circular layout 5
Circulation Plans in Retail stores Within the store, there is a limited number of ways for shoppers to move: front to back. diagonally across, and from side to side (and, in multilevel stores, up and down). Planning the circulation of a store involves both catering to and determining these movements, based on the expected pattern of customer behaviour. Circulation must be made simple: a retail environment in itself contains enough challenge and interest for the shopper with merchandise, displays and people without a complex circulation path that only distracts and confuses the customer. Simplicity also demands a certain generosity: narrow aisles create congestion in the store forcing the shopper to worry about moving through without bumping into people or merchandise. And designers should always remember that the paramount purpose of achieving good circulation is to deliver the shopper to the merchandise. 6
Circulation Plans in Retail stores Taking into consideration the design guidelines and principles of the scheme alongside the structural nature of the interior, The circulation performs two main tasks in the retail scheme: 1. To allow for the ow of people in the form of walkways. These must be wide enough for at least two people to pass each other comfortably, whether walking or in a wheelchair, or pushing a pram. 2. To take the customer to the merchandise and allow them ample space to browse without bumping into other people or displays. The principles of circulation are quite simple and are governed by the ways in which people move around the space. There are many ways that this can happen but each is based around a handful of solutions.
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Circulation Plans in Retail stores The straight plan, as the name implies provides for the shoppers to "shop the store" with direct access from front to back. Walls are used for stock, as are oor standing units. This most basic of plans can be enlivened by projecting walls, or the placement of display units to divert circulation. Straightforwardness has its retailing virtues: the simplicity of the straight plan encourages shoppers to move to the back of the store, particularly if they are lured by signs or special promotions or features.
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Circulation Plans in Retail stores The "racetrack" walkway or pathway plan. Common in larger stores consists of a distinct circulation path that moves shoppers through the store. The pathway may be deďŹ ned by different oor materials, changes in the ceiling treatment or even just a clearing of display units. In department stores pathways are a frequent circulation device. Shoppers travel along a well-deďŹ ned route. passing the merchandise intensive areas until they see something that attracts their attention.
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Circulation Plans in Retail stores The diagonal plan immediately creates movement by defying the normal rectilinear grid of a store. The converging lines of a diagonal plan make it useful in situations where a focal point can be particularly helpful - for example, a cash-taking service or information desk in a central location, or a special display or feature. Curved plans also encourage circulation since curved walls suggest more movement than straight ones. But constructing curved surfaces can be expensive.
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Types of Spatial Layouts in Retail store The grid store layout design is a familiar, repetitive pattern favored by retail drug stores like Walgreens and hardware stores like Ace Hardware. According to Ebster, there are multiple advantages to the grid layout, including the following: - Customers can move quickly through an efficient floor space using standard fixtures and displays. - The presentation is uniform and comfortable due to its popularity, creating a seamless customer experience. - Design simplifies inventory control for the retailer - a key to retail strategy that leverages store design to maximize profitability
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Types of Spatial Layouts in Retail store The Loop store layout is a versatile choice for store design when implemented with another layout style or used as a prominent feature of the retail store. Ebster recommends this layout for a larger retail space (over 5,000 square feet) and encourages a clear and visible loop for customer ow. Designers accomplish the loop effect by making the oor path a standout color, lighting the loop to guide the customer, or using a different oor material to mark the loop. Lines are not recommended, as they can be a psychological barrier to some customers, potentially discouraging them from stepping away from the loop and interacting with merchandise. Ebster encourages a loop design that rewards the customer with interesting visual displays and focal points on the way to the checkout area. 12
Types of Spatial Layouts in Retail store The straight store layout is efficient, simple to plan, and capable of creating individual spaces for the customer. Plus, a basic straight design helps pull customers towards featured merchandise in the back of the store. Merchandise displays and signage is used to keep customers moving and interested. Liquor stores, convenience stores, and small markets use the straight design efficiently. However, the drawback is the simplicity: Depending on how a customer enters the store and moves past the transition zone, it may be more difficult to highlight merchandise or draw them to a specific location.
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Types of Spatial Layouts in Retail store Just as the name implies, the diagonal store layout uses aisles placed at angles to increase customer sightlines and expose new merchandise as customers navigate through the space. A variation of the grid layout, the design helps guide customers to the checkout area. Small stores can beneďŹ t from this space management option, and it is excellent for self-service retailers because it invites more movement and better customer circulation. When the checkout is located in the center and possibly raised up, the diagonal layout offers better security and loss prevention due to the extra sightline effect. The downside of this layout is that it doesn’t enable the customer to shortcut toward speciďŹ c merchandise, and the risk of narrow aisles is higher.
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Types of Spatial Layouts in Retail store The name of this design is deceptive, as the angular store layout relies on curved walls and corners, rounded merchandise displays, and other curved fixtures to manage the customer flow. Luxury stores use this layout effectively because, according to Herb Sorenson’s research from Inside the Mind of the Shopper: The Science of Retailing, customers notice free-standing product displays 100 percent of the time (end cap displays those at the end of aisles - also get noticed 100 percent of the time). There is a perception of higher quality merchandise that the angular layout leverages to target the appropriate customer behavior in that environment. And although this design sacrifices efficient space use, because of the rounded displays and limited shelf space, if a retailer has sufficient inventory storage away from the sales floor, this layout is useful in creating a unique perception. 15
Types of Spatial Layouts in Retail store Popular with retailers targeting trendy millennials and Generation Z demographics, a geometric layout offers artistic expression and function when combined with the appropriate displays and ďŹ xtures. The unique architecture of some retail stores, including wall angles, support columns, and different ceiling styles mix well with the uniqueness of a geometric layout. Merchandise displays and ďŹ xtures of various geometric shapes and sizes combine to make a statement, often as an extension of the retailer's overall brand identity. Clothing and apparel stores use a variety of environmental merchandising strategies (for example, music, scents, and artwork) with the geometric layout to enhance the customer experience.
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Types of Spatial Layouts in Retail store The mixed store layout uses design elements from multiple layouts to create a flexible option for retailers. Department stores use a compelling mix of straight, diagonal, and angular concepts, among other design elements, to create a dynamic flow through a range of departments featuring a variety of merchandise. Large grocery store chains also successfully combine mixed store layout elements. For example, customers have the flexibility to navigate through a grid layout for their basic groceries but feel compelled to search the angular displays featuring high-margin wine, beer, and imported cheeses. The advantages of combining different store layouts seems apparent, but the space and resource requirements to maintain this design can pose difficulties to retailers. 17
Retail Psychology Retail psychology looks at how consumer spending is inuenced, so it is important to provide an in-store experience that is both on-brand and relevant to the audience. To achieve a good conversion rate, marketing needs to be targeted at the right audience so that potential shoppers expect what is being offered in terms of physical product and brand personality. By ďŹ nding out exactly who the audience is, retailers can better inuence their spending habits. Brand identity is therefore essential, and every element of a brick and mortar outlet contributes to this. Using a mix of the visual merchandising and sales techniques explained below, will help turn shoppers into lifelong customers. 18
Retail Psychology Store design The success of a shop largely depends on how the customer reacts to the sales environment and the products on display, so color, signage, lighting, smell and music can be used effectively in the marketing strategies for each area of a store. Customers buy more expensive items with bigger profit margins if they aspire to the lifestyle that is being portrayed by the retailer, so visual cues of comfort and beauty are used. Dwell zone The area inside the door of a department store, supermarket or large retailer is a fundamental influencer as it determines a shopper’s journey. It is often used for escalators, directories and seasonal promotions, whereas food outlets position quick purchase “distress goods”, such as flowers, newspapers, sandwiches and tobacco in the dwell zone. 19
Retail Psychology WayďŹ nding Payment registers are positioned at the back of the store, so that any queues are hidden (although food outlets differ). Remember that most shoppers will turn right when they enter a store (as the majority are right-handed), so any key campaigns, messaging or promotions need to be in the natural path of the shopper. Destination goods In grocery in particular, staple items e.g. milk and bread are predominantly placed at the back of the store to encourage multiple aisle browsing. The same goes for a fashion retailer’s basic range of everyday clothing. Fruit and vegetables are usually found at the front, as fresh produce exudes a clean and inviting environment that creates a sense of trust. 20
Retail Psychology Merchandising strategies Gondola ends are used as impulse buys to offer promotions and highlight familiar brands at the end of aisles, whereas longer ‘buy-time’ products are located in the center of a shop or aisle. This means the customer can peruse freely without feeling pressured or rushed into making a decision. In addition, placing associated items near each other results in further spending, while nostalgia and attractive packaging causes consumers to place less value on money. Shelf manipulation ‘Triangular balance’ is a technique used by retailers to arrange their products with the highest profit margins in the middle of each shelf, as the human eye naturally gravitates to the center. When you face the triangle, you are looking directly at the most expensive product, be it a luxury face cream or a bottle of premium wine for example. The cheaper, basic ranges are on the bottom shelf, away from eye-level. 21
Retail Psychology Immersive personalization Today’s customers often demand more than a simple transactional convenience. Buying decisions happen in the changing rooms, so they are an ideal location for clothing retailers to foster sales conversions with the help of human interaction. Customer assistants should strike up a friendly dialogue once shoppers have tried on their chosen garments. Expressing empathy and mirroring body language, while asking the reason why or why they did not like a particular piece of clothing, will mean they can upsell additional items or offer alternative product recommendations Pricing techniques Scarcity is a retail method that helps increase an item’s perceived value and worth. Consumers rarely like to miss out, so end of season sales, and products that are limited edition or out-of-stock are looked upon favorably. Retailers also encourage us to increase our spend via their own brand items, which are often the same size and color compared to well-known branded products. Furthermore, lower price-points for example, such as $9.99 or £9.99, psychologically have the consumer thinking that a product is much cheaper than the next whole number. 22
Design Details in Retail store Ceilings They are often positioned over speciďŹ c interior elements to create a design through the volume of the space, or to coincide with functional items hidden within the ceiling. Also, the material from which the raft is constructed may be quite adventurous and unique to the design scheme. An open ceiling design is one with no suspended elements and the ceiling structure is completely visible along with all of the air conditioning ducts, lighting and wiring etc. In retail, this masks the unsightly components and concentrates shopper’s view on the products. This is an effective solution that is often used in stores that have a lower budget – such as a retail outlet, which in most cases has a high ceiling.
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Design Details in Retail store Walls Walls are one of the most important elements in the retail environment. Not only do they support the building structurally, but they can be used to display vast amounts of products, create feature displays and have colour, texture and pattern applied to them in different ďŹ nishes. Many retail designers use the wall to carry the design concept through the scheme. Walls can act as dividers between product offers or areas, as a piece of sculpture in its own right, or to add focus to a space.
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Design Details in Retail store Flooring Floors come in a variety of materials and finishes, but the key to a retail floor is durability. The expected lifespan of a floor finish can be anything from one year to 20 years depending on the retailer’s needs. The quality of the floor finish often suggests something about the quality of the merchandise. A cheap floor such as vinyl or carpet will wear out quickly and is often a quick fix, whilst an expensive floor such as granite or marble will have longevity and a sense of luxury. There are many medium-cost flooring solutions that are durable and interesting in terms of pattern and colour, and work with the overall branded interior. Rubber, timber, ceramic or terrazzo are favourable solutions. The floor finish is used to define different areas within the store. Walkways, display areas and point of sale may all have different finishes within the same scheme. 25
Design Details in Retail store Fixtures and Fittings The fixtures and fittings are the details that make up the functional elements of the store’s interior. The design of such fixtures sees the retail designer taking on a role very similar to that of a furniture designer, who in most cases is designing furniture or display fixtures for mass-production. Each fixture is designed down to the last detail, specifying all materials through to fastenings. In some cases, off-the-shelf fixtures can be used or adapted to suit, and this may be an advantageous approach for small retailers, but for roll-out and premium retail, the custom-made piece can be cost-effective in terms of quantity or to convey an air of exclusivity with the use of high-quality materials. 26
Merchandising Retail merchandising refers to the way retailers, brands and other product companies make their merchandise available in stores. Retail merchandising includes both execution (i.e., shelving items and installing displays) and strategy, which includes product selection, product placement, display design, and other techniques. The purpose of retail merchandising is to encourage purchases. Successful retail merchandising requires careful planning, implementation, management, and analysis.
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Merchandising Understanding the product and the necessary quantities needed on display and in immediate storage is paramount to successful merchandising. The positioning of merchandise within the interior is very important. Retailers understand their key products and what draws their customers in. The retail designer must use this wealth of knowledge and experience to arrange the products throughout the store so that the customer is enticed from one to another on a particular journey.
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Product Display Taking up a large part of the retail designer’s remit is the design of fixture displays. Some fixtures can be bought in a kit form and either used directly in this state, or adjusted with finishes to suit the interior design; other fixtures are custom made. For one-off stores, an off-the-shelf system may be a better solution. These elements, although not at the forefront of the consumer’s experience, are the vehicles that drive the interior scheme and make the space function and sell products. Products can be displayed in a variety of interesting ways, but can be broken down into two different types: wall display and mid-floor fixtures. 29
Product Display - Wall fixtures Wall fixtures are an excellent way to display products in a retail store without taking up an unnecessary amount of space. Rather than placing large, bulky fixtures directly in the middle of the store, owners can place space-saving fixtures up against the wall to take full advantage of their store’s ‘real estate.’ In turn, this allows store owners and managers to display a greater amount of product while maintaining a clean, customer-friendly environment. These systems include products like traditional Slatwall, Gridwall and Steel Gondola shelving to the more unique retail display systems of Puck Wall, Freewall and Recessed Wall Standards which will set the look of the store apart from the competition. 30
Product Display - Mid-Floor fixtures There are many variations of mid-floor fixtures that are used for a selection of merchandising purposes. The most common displays are tables at different heights and sizes, gondolas and freestanding cabinets that hold both storage and display. These will sit alongside specialist feature displays, for example, a rack for postcards or a rotating display for CDs. As well as an interesting display feature, one of the important aspects of the mid-floor fixture is to create merchandising at different levels so that the customer is drawn into the store to view the displays beyond. The table, often very simply constructed, lends itself to low-level display for smaller items and accessories. 31
Product Display - Floor fixtures Floor fixtures are the freestanding display fixtures place in between the circulation areas in the retail store. There are different kinds of floor fixtures including gondolas, display tables and dump bins. Freestanding displays are similar to dump bins in that they are also standalone displays and can be interacted with from 360 degrees.
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Functionality- Aisle space, Shelf space, Shelf heights Aisle space standards
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Functionality- Aisle space, Shelf space, Shelf heights Shelving standards
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Refrigeration in retail Refrigeration plays a major role in departmental, grocery stores and supermarket. There are lots of different types of retail refrigeration systems which are normally being used that involves chillers, upright freezers, refrigerators, display freezers, cold rooms and commercial freezers. And further in these all types there are lots of different models and sub types. 1)
2) 3) 4)
Open Front Chillers- In high footfall areas for impulsive Purchasing. Glass Door Display Fridge Glass Door freezer Retail display cabinet- This type can be both permanent and moveable display cabinets.
Open Front Chillers
Glass door display fridge
Glass door freezer
Retail display cabinets 35
Vertical connectivity
In stores and shopping malls, the atrium space plays a vital role in vertical connectivity. That is used as a major design space to display the prime products. Since the atrium space would be noticed by all the customers, it becomes an important selling point. 36
Branding and Brand Identity This is called branding: the active process of shaping the perceptions that consumers have about your company. All the steps that you take to build awareness and reputation around your company and its product or services live in the realm of branding. Your branding efforts may not always fully translate into your customers’ minds, but the more deliberate and cohesive they are, the higher the chance of success. It is through the process of branding that you can build a brand identity: a collection of tangible expressions of your company, such as your logo, colors, typography and voice. The more distinct, speciďŹ c and cohesive these elements are, the higher the likelihood that they will shape a differentiated brand that is recognized and admired.
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Branding and Brand Identity IKEA’s logo, for instance, transformed quite a bit in the first couple of iterations, but remained fairly consistent since 1967: changing only colors, and preserving shape and font. Today’s blue-and-yellow color combination signifies trust and reliability, yet friendliness and affordability. Coupled with the bold, rounded lettering, and the oval framing the name, this builds the impression of a strong, established and inclusive brand. Yet, the logo is only one of many elements that serve to build this identity. IKEA’s simple, easy-to-navigate website that greets visitors with a “Hej!” speaks to the customers in a friendly voice that authentically embodies the company’s Swedish roots. Moreover, the fact that their physical stores are self-service—requiring buyers to pick up the items themselves from the warehouse—is not simply a financial and operational decision: it also fits well with the DIY, economical ethos of the brand. Similarly, the open floor plan maximizes the utility of the store space. The large, blue and yellow IKEA bags also represent the company’s identity: they’re simple, practical, and highly durable. Of course, the ultimate embodiment of IKEA’s brand identity are the actual products they sell, which seamlessly combine efficiency, style and affordability. Together, all of these elements of IKEA’s brand identity strengthen each-other and compose the image of a friendly, user-centric and economical brand.
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Standardized and Systemised Interior Set- Store Design Manuals
Design manuals are standardizations set by the brand which are followed globally. Therefore any store of the same brand would look similar except for minor adaptations to the context and site. The design manual contains instructions in terms of drawings which mention the material ďŹ nishes, standard heights and dimensions, ooring, ceiling, lighting, aisle spaces, circulation spaces and visual merchandising which need to be followed. 39
Standardized and Systemised Interior Set- Store Design Manuals Example of a design store manual element
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Future trends of retail
Intelligent shelving
Smart Clothing/ Intelligent fashion
Customers are observed to be resistant of trying new products, to turn this around, brands and retailers are looking at ‘Intelligent Shelving’ solutions to provide eye-catching digital graphic displays right next to new products, which increase awareness and encourage consumers to try them. The solutions can inform shoppers about special promotions (70% of purchase decisions are made at the point-of-sale itself), and in doing so, move products that are nearing their sell by date, thus reducing the amount of product lost to waste.
Bio Sensors will be built into clothing in response to the growing desire to be able to ‘quantify self’. Sensors in garments will track the wearer’s physical and mental state, for example, monitoring blood pressure, heart rate, temperature, blood sugar level, sleep patterns. Retail networks will be able to communicate with customers in the same way; gathering data on their preferences, shareable information and secure purchasing information.
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What role does interior Design and interior designer play in OfďŹ ce, Residence and Retail ?
IR 2613: HISTORY OF INTERIOR DESIGN
Tutor: Amal Shah | Sem 3 | Monsoon 2020 Faculty of Design, CEPT University
Why the three typologies? Interior Design What does it directly relate to ?
Physical Space
Classification of space
Type
● ● ● ● ●
|
Typology
By Era, Architectural style Time periods Art styles Context/ Region
Functionality basis
● ● ● ● ● ●
Residential Office Retail Leisure Hospitality Healthcare
Spaces facilitating day-day activities ? Living Working Buying
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Space Planning- Office - Then and Now Then: Open Plan Office Rise in Socialist Values Now: Dynamic Workspace Work from Home culture
2020: Dynamic Workplace The 1950s: Bürolandschaft and the dawn of office collaboration Changes to office design during the fifties were largely politically motivated, with the socialist values of the mid-twentieth century Europe permeating the workplace. Businesses began to steer away from top-down hierarchies and moved towards more socially democratic layouts that encouraged communication and collaboration.
The “dynamic workplace,” a pivot away from the open plan, built on the idea that with fewer employees coming to work on any given day, offices can offer them more flexibility of layout and management. While open offices and dynamic workplaces share similar components—privacy booths and huddle rooms to escape the hubbub, cafe-like networking spaces, etc.—they’re philosophically distinct. One is intended to be a place where people come (at least) five days a week, and get most of their work done on site. The other is planned for people rotating in and out of the office, on flexible schedules they have more control over than ever. 44
Space Planning- Office - Then and Now
Then: Cubicle Farms Linear Arrangement Now: Open Plan Dynamic Clusters in Open With open-plan spaces the norm by the late 1960s, many organisations seeking to bring a degree of privacy back to the office floor. The cubicle was invented – a way to stay open while having some personal space.
With the proliferation of startups along with their Gen-Y and Gen-Z employees, open plan offices are a popular choice. These offices are characterised by their lack of cubicles and partitions. Desks are arranged in rows or clusters in an open area. 45
Space Planning- Office - Then and Now
Then: Perimeter planning, centered on enclosed individual spaces along the perimeter and large open spaces found at the building core. This creates a linear experience with prescribed circulations paths, providing privacy and generous space for focused work.
Now: Immersive planning blurs the lines between work space types—to enhance interaction, invite connected experiences and create a sense of hospitality at every exchange. The result: an environment that can transform at a moment’s notice and evolve with use. 46
Space Planning- Retail - Then and Now Then: Small scale retail shop
The retail service counter was an innovation of the 18th century. By the 17th century, permanent shops with more regular trading hours were beginning to supplant markets and fairs as the main retail outlet. These shopkeepers sold general merchandise, much like a contemporary convenience store or a general store.
Now: Large scale retail formats
Retail environment has developed in a large scale from a small counter to a huge complex. Space planning of the retail stores have expanded as more and more spaces, shops, outlets and formats have developed. Scale is the most signiďŹ cant factor in the evolution of retail stores and environment. 47
Space Planning- Retail - Then and Now
The retail service counter was an innovation of the 18th century. By the 17th century, permanent shops with more regular trading hours were beginning to supplant markets and fairs as the main retail outlet. These shopkeepers sold general merchandise, much like a contemporary convenience store or a general store.
Then: Retail counter
Now: Different types of layouts
The space planning in a retail store is a constant exploration between enhancing user experience to space efďŹ ciency. The space planning in Retail has evolved from just being a necessity to luxury, comfort and efďŹ ciency 48
Tectonics- Office Then: Cubicles were designed in office proceeding the belief that it will cut down the distraction and increase productivity. However that design affected the other factor of productivity which is communication. Now: The fundamental issue of cutting down on the distraction and increasing communication possibility to increase productivity, still remains. However, the design interventions to address it have evolved. Like the table dividers, configuration is designed such that you are within a cluster while still getting desired focus space. 49
Quality/ Nature of space- OfďŹ ce
Then: Rigid layouts and spaces Formal environment Work-centric spaces
Now: Open layouts and spaces Casual, informal environment User-centric spaces 50
Quality/ Nature of space- Residences
Then: Earlier due to the societal notions, the houses were introvert in planning with less outside connection in living areas. This resulted in less daylight spread.
Now: Extrovert planning, direct inside-outside connection due to change in societal notions. Open and bright kitchens.Minimalist furniture Clean and smooth ďŹ nishes 51
Society- Residence and OfďŹ ce
Then: Bigger family structure Multi-generational spaces
Now: Nuclear House Optimum and Space Saving Living 52
Economics- Retail
Then: Single channel commerce High resale value High worker engagement
Now: Omni channel commerce Wholesale value Self service 53
Users- OfďŹ ce Spaces
Then: Long Working Hours Imbalanced Sex Ratio
Now: Shorter working hours Improved Gender ratio and Cultural Diversity
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Context- Retail: to connect and relate to consumers
Aesoph Store, Munich- responds to city’s past
Aesoph Store, Chelsea-tribute to Oscar Niemeyer
Aesoph Store, Piccadilly responds to local techniques Aesoph Store, Australia
Arcade
Aesoph Store, Amsterdam
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Context- Residence: to respond to climate, materials and technology Summer House by Jensen & Skodvin designed with traditional building techniques keeping the impact on the context (trees and mountains) minimal. R(bottom): mountain ďŹ replace
Stone from entering the
Traditional house in Norway, with stone walls on hearth to trap heat The wooden cladding of the hard upper layer is a traditional wikings method to hand cut the wood with axe. 56
Technology- OfďŹ ce Then: Typewriters were used and lack of technological advancement led to constraint in mobility, planning of spaces and space utilization. Now: Dynamic Workspace, wireless communication led to work from anywhere culture with freedom in planning spaces. In 1920s, the work tools only consisted of typewriters, this restricted the mobility of work. The spatial planning was done such that every employee is given ďŹ xed seating in rows and there was low emphasis and need of communication amongst employees. Even when it was needed, the static layout couldn't facilitate exibility in work.
In the 21st century, the advancement in technology, wireless communication has led to mobility in work, facilitating hybrid workspace planning as well as greater communication, interaction and collaboration opportunities. The need for facilitating communication is addressed through planning various work environments and the suitable technological controls . 57
Technology- Retail
Then: Limited technological development in 20th century was a primary constraint in user experience of the stores as well as the efďŹ ciency of functioning. Even at the cash counter, before computer was invented the customers had to wait in queues for billing. Visual merchandising was limited to posters then.
Now: The stores use VR, Ar technology, there are holograms used to enhance user experience and to give the buyer a clear understanding of what they are buying. This has also led to stores having limited display and more emphasis is laid on visual merchandising. 58
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