Page 1

The Social re-Construction of Retail Design


Part 1: Privatism and the Mall The 20th Century relocation of social life from the private to the public realm and the architectural response of the suburban shopping mall.

Part 2: Social Obstacles, Tactics, and Constructions in Retail Strategic distractions, re-appropriated space, and designed invitations for social construction. Case Studies: Nike Town Chicago, American Girl Place Chicago, Starbucks

Part 3: Mapping the Socio-spatial kit of parts at Lowe’s Deconstructing the socio-spatial space of a big box store. Case Study: Lowe’s Home Improvement

Part 4: Design Provocations for a Socially Constructable Retail Imaging Socially Constructable Retail Landscape


Part 1: Privatism and the Mall


Part 1: Privatism and the Mall

Reginald Marsh, The Barker. (1931)

Photo: Julius Sherman (1960) Architect: Pierre Koenig, Case Study House # 22 (1960)

Dense, Dirty, Immoral, fetid, socially unrestricted

Spacious, Clean, Moral, Salubriuous, Socially Contained


Part 1: Privatism and the Mall

Photo: Life Magazine Architect: Victor Gruen, Southdale Mall (1956).

Photo: Life Magazine Architect: Victor Gruen, Southdale Mall (1956).

“Designed correctly, with ample parking, the shopping center could solve every suburbanite’s “cultural, civic, and social” needs.1

1. Hardwick, M. Jeffery. Mall Maker: Victor Gruen, Architect of an American Dream. Philadelphia: UPenn Press, 2004. p. 128


Part 2: Social Obstacles, Tactics, and Constructions in Retail


Part 2: Social Obstacles, Tactics, and Constructions in Retail

photo: Life Magazine. Mall of America Fantasy and the reality principle.

Cover of Guy Debord’s Society of the Spectacle. Black and Red Publications. 2000. Original 1967.

photo: Alex Webb. Times Squre. (2005) The proliferation of Simulacra.


Learning from Retail: Nike Town Chicago Constructing Narratives: Entry

lighting: point

re-center yourself

genuflect

scale: chapel

material: stone + metal


Learning from Retail: Nike Town Chicago Constructing Narratives: Text

No bird soars to high if he soars with his own wings. -William Blake

What’s Your Magic Number? In-store advertising for Chicago Marathon.

“Test Your Faith Dailyv” Banner hanging in town center atrium


Learning from Retail: Nike Town Chicago Constructing Narratives: Images

http://image05.webshots.com/5/7/54/30/60975430tfDSBM_ph.jpg


Learning from Retail: Nike Town Chicago Constructing Narratives: Displays

shelf frame

open shelf model athlete

jewel case


Learning from Retail: Nike Town Chicago Constructing Narratives: Displays

the walk-in closet

shelf frame

the walk-in closet

stepped table (mini)


Learning from Retail: Nike Town Chicago Constructing Narratives: Displays

shelf frame

winner’s circle

model athletes

raised beds


Learning from Retail: Nike Town Chicago Constructing Narratives: Street Play

the curved street

balcony

window

concrete and manhole cover

balcony

facade

interior exterior

street

facade

facade

window


Learning from Retail: Nike Town Chicago Spatial Typologies: Domestic Space

the walk-in closet

the walk-in closet


Learning from Retail: Nike Town Chicago Social Acitivites and Events

perform

idolize

participate

inspire


Learning from Retail: American Girl Place Chicago Constructing Narratives: Entry straight on through

diffuse light

CONCIERGE

CONCIERGE

activity scheduleCONCIERGE

wall details

domestic scale

personal greeting


Learning from Retail: American Girl Place Chicago Constructing Narratives: Text

of ing Girls

Celebrat Your Moment

Every Story

is Now

ing Celebrat

has a Star

t is Now

Your Momen

FINA

ls of r i G g n i t Celebra FINA

nt is Now Your Mome

Girls of Every Story

f o s l r i G g tin a r b e l e C

has a Star

Now EvEeverryy SStory has a is t n e m o ow M tory has a Sta N r is Star YoYouur Moment r

Every Story

has a Star


Learning from Retail: American Girl Place Chicago Constructing Narratives: Images

connect with brand

connect with shopping

connect with store

connect with employees

celebrate yourself

connect with family


Learning from Retail: American Girl Place Chicago Constructed Narratives: Displays

wall pedestal one-point vitrine

book shelf

360 vitrine + shelf

stepped tables

model core


Learning from Retail: American Girl Place Chicago Constructed Narratives: Displays

diorama ting Girls

Celebra

of

FELICITY

REBECCA FINA

MOLLY

REBECCA vitrine + book shelf


Learning from Retail: American Girl Place Chicago Constructing Narratives: Street Play

My American Girl

1

1 into salon

Poster Pairs

shingles

Creativi-Tees

Head-to-Toe

exterior siding

Avenue AG

Salon Doll Hospital Admissions

Customer Service

2 into hospital

decorative lighting facade rustication

3 from cafe

2

Sweet & Savory

Souvenir

3

Cafe

awnings

flexible benches and tables


Learning from Retail: American Girl Place Chicago Spatial Typologies: Domestic Space

FELICITY

domestic diorama

The foyer

wall detailing

FELICITY


Learning from Retail: American Girl Place Chicago Social Acitivites and Events

Doll Salon memory making

parties

American Girl Revue

Dining and Tea


Learning from Retail: Starbucks Constructing Narratives: Entry come on in

behind the action

out of action

moving through

buy this


Learning from Retail: Starbucks Constructing Narratives: Text

http://n-r-d.com/slideshow/Interior%20Starbucks.jpg

http://nickgoodey.com/wp-content/uploads/2010/08/columbia.jpg

chalkboard

Matt’s cup

super graphic

Major Content

“Every bottle makes a difference.” “Starbucks is commited to reducing our environmental Ethos Water impact through increased use of post-consumer recylced materials. Help us help the planet.”

“Does it taste like chocolate...wood...cinnamon?” she questioned. “It tastes like home,” he replied.


Learning from Retail: Starbucks Constructing Narratives: Images

Starbucks’ passport

shelf frame

feeling mural

feeling mural


Learning from Retail: Starbucks

Constructing Narratives: Street Play street by transparency


Learning from Retail: Starbucks

Spatial Typologies: Domestic Space

the living room lamp

comfy seats

rug

fancy frames


Learning from Retail: Starbucks Social Acitivites and Events Hang out

the regular crowd

Drink Coffee, meet people


Part 3: Mapping the Socio-spatial kit of parts at Lowe’s.


The Community of Commerce: a case study of existing conditions and latent design potentials Lowe’s Home Improvement: a spatial/observational case study Methods:

Architectural Analysis: drawing and diagrams of spatial layout Observational Study: sketches and notes of personal experience Journalistic Study: discussion with employees, customers, and photo documentation

131 Simon Drive, Syracuse, NY 13224 (315) 350-2801


The Community of Commerce: Three Social Relationships

1. Individual(s) to Goods

i. floorplan layout ii. shelf iii. point of purchase (POP)

2. Individual(s) to Individual(s) i. employee/customer ii. customer/customer iii. employee/employee

3. Individual(s) to Environment i. the personal store ii. the branded store iii. the experience store


The Community of Commerce: Goods

1. Individual to Goods i. floorplan layout

ii. shelf

Indoor Paint

Wind Turbines

Window Sealants

Rigid Insulation

Soffits

iii. point of purchase (POP)

3 4

5

2 6

1

7


The Community of Commerce: Goods Floorplan Layout

In Retail, The Principle Objective is 1 “Maximium Exposure to Merchandise”

“80% of shoppers’ time is spent simply moving from place to place in the store.” 2

Pathway Plan*

“The role of active retailing is to identify this noneconomically productive time and to do more selling during that time.” 3

Varied Plan*

37

38

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46

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48

49

50

51

52

7

8

9

10

11

12

13

14

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16

17

18

19

20

21

36 35 34 33

Peripheral Plan*

32 31 30

29

1

2

3

4

5

6

28 27 26

Ideal for maximum exposure to merchandise, discount store

25 24

23 22

Display Floor (Freeplan) 1. The Jerde Group. Building Type Basics for Retail and Mixed-Use Facilities. p. 35 2. Sorensen, Inside the Mind of the Shopper. p 8 3. Ibid. p 38 *Typology from Jerde, Building Type Basics for Retail and Mixed-Use Facilities p. 48

Checkout

Service

Goods

Storage

Service Call


The Community of Commerce: Goods Shelf

The Planogram: Proctor and Gamble Issued Planogram

Poster II Elevation

Poster Elevation

Section

Section Price Section

The Billboard effect or Blocking in the planogram serves the retailer and brand in turning display into marketing. A large swatch of unified brand items generates attention, facilitates consumer product location, and through behavioral patterning orients the consumer to brand/off-brand products (off-brand items typically place on bottom shelf with name brand items occupying the mid-shelves around central vision).

The 2.5-D Shelf: Active Shelf Displays

There are multiple ancillary ways to bring attention to products on the shelf which include the use of fins, brochures, coupon baskets, promotional boards, floor prints, etc... At LoweÕ s fins are used by the company to assist people in the aisle and manufacturerÕ s include promotional literature in baskets.

Tags Elevation

Section

Indoor Paint

Wind Turbines

Window Sealants

Rigid Insulation

Soffits

The Billboard Effect

Elevation

Baskets Section

Elevation


The Community of Commerce: Goods Shelf

Poster

Poster II

Price

Poster

Tag

Billboard

Basket

There are multiple ways to bring attention to products on the shelf. This includes the use of fins, brochures, coupon baskets, promotional boards, floor prints, etc... At Lowe’s fins are used by the company to assist people in the aisle and manufacturer’s include promotional literature in baskets.


The Community of Commerce: Goods Point of Purchase (POP) 1. Display Fixture 4’

3 5

4

2 6 7

1

2. Mounted Display Case

10’ 1

7

2 3

4

3. Mounted Hook Rack 2’

5

6


The Community of Commerce: Goods Point of Purchase (POP)

4/5. Display Fixtures

0’

3 5

4

2 6 7

1

1

7

2

6/7. Free-Standing Goods 3

4

5

4’

6


The Community of Commerce: Goods

2. Individual(s) to Individual(s)

i. employee/customer

ii. customer/customer

iii. employee/employee


The Community of Commerce: Individuals i. Employee/Customer Engagement: 8 layouts

37

38

39

40

41

42

43

44

45

46

47

48

49

9

10

11

12

13

14

15

16

17

18

36 35

6

4b

34 33

50

51

52

19

20

21

5

4

32 31 30

29

1

2

3

4

28

3

5

6

7

8

27 26 25

7

24

1

23 22

Greeting Area

Customer Service

Aisle meet-up

Checkout

2

8

Service Desk

Consulting

Work

Service Call


The Community of Commerce: Individuals Employee/Customer 1. Greeting Area

1

2

Lowe’s “Everyday Low Prices Guaranteed” Directory

Wall of Promotional Goods

EVERYDAY

L WS

PRICEED! GUARANTE

Greeter

Service Description

2. Customer Service Station

Instructional Signage

Consistent Personel

Promotional Service Signage

Physical Barrier: Counter Promotional Literature


The Community of Commerce: Individuals Employee/Customer

3

3. Research Station: Home Decor

Home Decor

Service Description

Research Desk Special Order Leveler Blinds and Shades

Service Call Button

NEED HELP

?

Special Order Leveler Blinds and Shades

Service Chair Product Catalogue

?

NEED HELP

Surface

Promotional Signage

Special Order Leveler Blinds and Shades

20 %

Off

Special Order Leveler Blinds and Shades

20 %

Off

Special Order Leveler Blinds and Shades


The Community of Commerce: Individuals Employee/Customer

4

4. Consulting Station: Virtual Kitchen Design

Promotional Signage + Service Call Service Area 2

Self-Help Station

Service Chair

Service Area

Desk Surface

Customer Chair

Self-Help Station 2

Customer Chairs

Product Catalogue

Service Desk + Computer


The Community of Commerce: Individuals Employee/Customer

4b

4b. Consulting Station: Kitchen Design

Promotional Signage

Prominent Overhead Sign

DESIGN

DESIGN

your kitchen to fit your life.

your kitchen to fit your life.

DELIGHT

in instalation you can trust

DELIGHT

in instalation you can trust

Service Desk Products = Enclosure

Conference Table

Chairs

Service Catalogue

Samples / Catalogues


The Community of Commerce: Individuals Employee/Customer

5

5. Work Station: Wood Cutting

Service Description Directions to Service

Physical Barrier Service Call Button

Graphic Barrier

?

NEED HELP

NEED HELP

?


The Community of Commerce: Individuals ii. Customer/Customer 1. Build With Lowe’s Event Space (Lumber Area)

1


The Community of Commerce: Individuals ii. Customer/Customer 2. Lines

2

http://www.youtube.com/watch?v=5Jby2XIg4Cg


The Community of Commerce: Individuals Customer/Customer 3. Aisles 37

38

39

7

8

40

41

42

43

44

45

46

47

48

49

50

11

12

13

14

15

16

17

18

19

36 35 34 33 32 31 30

1 28 27 26

2

3

4

5

6

3 9

10

25 24

23 22

http://www.youtube.com/watch?v=abSoc5TLXIw&feature=related

http://www.youtube.com/watch?v=bIGE0Auf0hA&feature=related

http://www.youtube.com/watch?v=tpv7gmAhJ6c

http://www.youtube.com/watch?v=nBPels4JSG0&NR=1

http://www.youtube.com/watch?v=XZZieYFhtxE

http://www.youtube.com/watch?v=chlzORgSnkg&NR=1


The Community of Commerce: Individuals iii. Employee/Employee 37

38

39

7

8

40

41

42

43

44

45

46

47

48

49

50

11

12

13

14

15

16

17

18

19

36

1.Storage

1

35 34 33 32

2. Aisles

31 30

1 28 27 26

2

3

4

5

6

2 9

10

25 24

3. Breakroom

3

23 22

http://www.youtube.com/watch?v=ZBZnuauggkg&feature=related

http://www.youtube.com/watch?v=WZ44CSPBX2Y

http://www.youtube.com/watch?v=IOM-Qsfsky0&feature=related

http://www.youtube.com/watch?v=B-eM9eK7-fY&feature=related

http://www.youtube.com/watch?v=Fg-Qbblv_A8

http://www.youtube.com/watch?v=WZ44CSPBX2Y


The Community of Commerce: Individuals Objects of Influence 1. Seating

Footed Chairs (no cushion)

Home Decor

Cushioned Chairs

No Chairs

3. Vehicles of Collaboration Promotional Literature

Specia

Leveler Blinds and Shades

2. Surfaces/Barriers Counter

Divided Desk

Cupped Desk

Floor Graphic

Open Desk

Stanchions

4. Inclosure/Exposure

Promotional Catalogue

Products Display

l Wheely OrderCushioned Chairs

4 Sided Exposure

4 Sided Enclosure

3 Sided Unenclosed

3 Sided Enclosure

Computer

Work NEED HELP

?


The Community of Commerce: Environment

3. Individual to Environment i. the personal store

ii. the branded store

4 Plumbing

Appliances

Light Bulbs

Lawn

Lawn

and

and

5

Construction

Plumbing Fixtures

2

3

Organization

Interior Design

1

Home Accesories Electrical Hardware

Paint Home Decor Lighting

6

DISCOVERY

DISCOVERY

DISCOVERY

Indoor Paint

Garden

Seasonal

Garden

Plumbing Fixtures

Plumbing Fixtures

Lawn

Lawn

and

and

Seasonal

Garden

Seasonal

Garden

Appliances

9

7

8

Attraction

Discovery

Decompression

Engagement

Greeting

Exchange

Interior Design

Home Accesories Electrical Hardware

Paint Home Decor Lighting

Construction

and

and

Paint Home Decor Lighting

Plumbing

Light Bulbs

Lawn

Seasonal

Garden

Home Accesories Electrical Hardware

Construction

Garden

Lawn

and

and Light Bulbs

Unplanned Purchase Items

Lawn

Lawn

Appliances

Organization

Home Accesories Electrical Hardware

Paint Home Decor Lighting

Plumbing

3

Indoor Paint

4

Unplanned Purchase Items

Indoor Paint

Garden

Construction

Light Bulbs

Garden

DISCOVERY

5

1

2

and

DISCOVERY

Seasonal

Garden

Lawn

iii. the experienced store


The Community of Commerce: Environment The Personal Store

Store 1: The Big Head. Hardware etc.

Plumbing

Appliances

Interior Design

Plumbing Fixtures

2

Lawn Lawn and

Unplanned Purchase Items

Garden

and

Light Bulbs

arden

4

5

Trip to Hardware (A buried head)

1

Home Accesories Electrical Hardware

Paint Home Decor Lighting

3 Trip to Home Decor (Paint/Wallpaper/ Lighting/Fans)

Construction

nd

Paint Home Decor Lighting

More Frequent Purchases

Organization

Light Bulbs

awn

Home Accesories Electrical Hardware

Construction

Post-Modern Active Retailing. Designed Flows, Designed Interference

2

Construction Lawn and Garden Plumbing + Fixtures Interior Design

Seasonal

Garden

Appliances

Unplanned Purchase Items

Less Frequent Purchases

“Buring the Big Head� increases 4 unplanned purchases.

Big Head

EXPOSURE

Store 3: Contractors

EXPOSURE

ENTRY EXIT

Garden

Seasonal

Garden Garden

and Seasonal

Garden

Plumbing

Appliances

Plumbing

Plumbing Fixtures

Plumbing Fixtures

Lawn

Lawn

and

and

Seasonal

Garden

Seasonal

Garden

Appliances

Interior Design Organization

and

and and

Paint Home Decor Lighting

Electrical Hardware

Store 4: Plumbing

Light Bulbs

Lawn

Lawn

Light Bulbs

Lawn

Construction

Store 2: Landscape and Gardeners

Lawn Home Accesories

Store 5: Least Frequent Purchases Appliances, Doors, + Windows

Home Accesories Electrical Hardware

Paint Home Decor Lighting


The Community of Commerce: Environment The Branded Store

1. Poster Section

Elevation

5

1

2

3

Indoor Paint

Indoor Paint

4

Indoor Paint

6

2. Poster

7

Section

Elevation

8

A

A B

A

B A Lowe’s Building/Signage

B

A B

B Lowe’s Promotional Posters


The Community of Commerce: Environment The Branded Store

3. Banner Section

Elevation

5

1

2

3

Indoor Paint

Indoor Paint

4

Indoor Paint

6

7

8

4. Poster Section

Elevation


The Community of Commerce: Environment The Branded Store

5. Banner Section

Elevation

5

1

2

3

Indoor Paint

Indoor Paint

4

Indoor Paint

6

7

8

6. Aisle Directory Section

Elevation


The Community of Commerce: Environment The Branded Store

7. Fin Section

Indoor Paint

5

1

Elevation

2

3

Indoor Paint

Indoor Paint

4

Indoor Paint

6

7

8

8. Basket

Section

Section

Elevation


The Community of Commerce: Environment The Experience Store

DISCOVERY

DISCOVERY

Trip to Hardware (A half-buried head) Trip to Home Decor (Paint/Wallpaper/ Lighting/Fans) Construction

DISCOVERY

Lawn and Garden

DISCOVERY

Plumbing + Fixtures Interior Design

DISCOVERY

Experience

Attraction

Appliances

Decompression

Attraction: a powerful beacon that projects the office presence to the street Decompression: clients entering the store psychologically ‘decompress.’ A palette cleansing in preparation for the experience. Reception: customers are welcomed into the store without service imposition

Greeting

Discovery

Engagement

Exchange

Discovery: customers self-educate themselves via product viewing/comparison, literature, and advertising.

Engagement: this is where the relationship is built between company and consumer Exchange: the exchange is best experienced as an effortless and efficient process. It is also where company/consumer bonds are quantified through member or club discounts.

*The identification and curation of this experiential narrative is taken from MillerZell a retail design and consulting firm


The Community of Commerce: Environment The Experience Store

Attraction: a powerful beacon that projects the office presence to the street

Product Discount

Discovery

Lowes Signage

Discovery

Product Display

Discovery

Greeting Support

Decompression

Exchange

Discovery

Discovery


Part 4: Design Provocations for a Socially Constructable Retail


Layout

Part 4: Design Provocations for a Socially Constructable Retail

new floorplan integrates a diagonal typology rea of most frequent visits and unplanned ses. This increases exposure to end-of-aisle and demo areas as well a more efficient path. ed in-store engagement as a result of circulatng a hypotenuse. e is also a large central area where bargain product education, and product demonstraan occur for an experience of greater ludic, c, and utilitarian qualities.

User-Good Relationships

Diagonal Plan*

Peripheral Plan*

Display Floor (Freeplan)

Pathway Plan*

Peripheral Plan*

Checkout

Service

Goods

Varied Plan*

Storage


Acces

Non-professional

+ impulse

frequent

Part 4: Design Provocations for a Socially Constructable Retail distances

A PLAN:User-Good layout Relationships

Peripheral Plan

Diagonal Plan

Home Decorating

Hybrid

+ impulse

Diagonal Plan

Peripheral Plan

frequent

4:1

end-of-aisle: goods on shelves

3:1

end-of-aisle: goods on shelves

Centralizing

1:1

privledges commercial consumers

Access to Goods

end of aisle

interior shelf

center vision

active promotion + compromised most efficient means of wayfinding + passive promotion: ideal for commercial and

frequent consumers.

High Visual Efficiency

distances

Peripheral Plan Diagonal Plan Peripheral Plan

Diagonal Plan

High Efficiency of Aisle Movement

Non-professional

+ impulse

frequent

4:3

High Exposure to End of Aisle

I

Home Accessories

I

I am moving out: spackle, paint, cleaning supplies

Plumbing Plumbing

I am redoing my kitchen: plumbing, appliances, cupboards, nails

I

Lawn and Garden

I just need to re-stock a few supplies: nails, screws, lightbulbs

Construction

Plumbing

I

I am doing some yardwork: garbage bags, bulbs, trowel

Home Accessories

Lawn and Garden

I am making some furniture: wood, tools, nails, channels I am preparing for the apocalypse: seeds, fertilizer, tools, flashlight, batteries

I

I have a school project: wood, hammer, nails, pens, paint, glue

Construction

Professional

+ frequent

impulse

+ frequent

Lawn and Garden Hardware/Electrical

I

Plumbing I am redecorating: lamps, fans, decor, paint, nails/screws

Hardware/Electrical

active promotion + ideal wayfinding:

an equitable seam for commercial and non-commercial consumers

I

I am doing construction: wood, insulation, windows, nails

Construction

Home Renovations

end-of-aisle: goods on shelves

Efficinecy B/w Departments

active promotion + compromised wayfinding:

2:3

end-of-aisle: goods on shelves

Efficinecy B/w Departments

perspective plane

1:1

Construction

Home Renovations Home Renovations

Professional

end-of-aisle: goods on shelves

I

Hardware/Electrical

Lawn and Garden

impulse

I

Home Renovations

Lawn and Garden

Non-professional

Home Decorating

end-of-aisle: goods on shelves

Exposure to Goods

Peripheral Plan Peripheral Plan

Diagonal Plan

High Efficiency of Aisle Movement

Centralizing

Plan Typologies

Diagonal Plan

visual penetration

Layout

Diagonal Plan

Peripheral Plan

Plumbing Home Accessories Construction Home Renovations

Hardware/Electrical

Greatest Efficiency between Departments

The new floorplan integrates a diagonal typology in the area of most frequent visits and unplanned purchases. This increases exposure to end-of-aisle promo and demo areas as well a more efficient path. prolonged in-store engagement as a result of circulating along a hypotenuse. There is also a large central area where bargain search, product education, and product demonstrations can occur for

Hardware/Electrical

Lawn and Garden

Plumbing

Home Accessories

Home Renovations

Plumbing Home Accessories Lawn and Garden

Plumbin

Construction Home Renovations Peripheral Plan*

Peripheral Plan*

Construction

Diagonal Plan*

Home Accessor Pathway Plan*

Varied Plan*

Greatest Efficiency between Departments


Part 4: Design Provocations for a Socially Constructable Retail The Community of Commerce: Goods User-Good Relationships Shelf

Shelf Effects of the Peripheral/Diagonal Layout

The peripheral/diagonal layout gives the visual impression that the products are physically entering the aisles. Furthermore, the jagged profile of the aisles in perspective further breaks up the horizontal scanning for more direct “eye landings� and prolonged exposure to goods.


Part 4: Design Provocations for a Socially Constructable Retail The CommunityRelationships of Commerce: Goods User-Good-User Point of Purchase (POP)

4/5. Display Fixtures 0’

1. Display Fixture

4’

0’

2. Mounted Display Case 10’

6/7. Free-Standing Goods 0’

3. Mounted Hook Rack 1’ 6”

3’


The Community of Commerce: Goods

Part 4: Design Provocations for a Socially Constructable Retail Point of Purchase (POP) User-Good-User Relationships

Low Identity Value / Low Cost Goods:

Bargain Bins: High Visibility, High Use, variable densities.

High Identity Value / High Cost Goods: High Visibility, Medium -Low Use, Medium -Low density


Part 4: Design Provocations for a Socially Constructable Retail The Community of Commerce: Goods User-Good-User Point of Purchase (POP)Relationships

1

3

2

3. Central Shop Station: Perimeter Commodities + interior identity

2

4

1. Lawn Goods: Identity Goods + Commodities

4. Impulse + Seasonal

3

2. Appliances and Kitchen Goods: Tiered Identity, foreground Commodities

1

3


Part 4: Design Provocations for a Socially Constructable Retail User-Store Relationships

mobius (internalized street)

Attraction

Decompression

Greeting

Engagement

Attraction

Exchange

2x Attraction + Centralized Space

Engagement

Discovery


Part 4: Design Provocations for a Socially Constructable Retail User-Store Relationships

Store 1: The Buried Big Head

D ec or

n

Store 4

Store 3

Home Accesories e or

ec

D

Unplanned Purchase Items

om

H

n io

at

s lb

Bu

g tin gh

Li

iz an rg O t in Pa

ht

Unplanned Purchase

Unplanned Purchase Items

Construction

Flooring

Doors

Windows

Hardware

Appliances

g Li

tio n za

Unplanned Purc h

Interior Design Electrical

g

Kitchen Design

Hardware

s

or ec

b ul

D

i an rg O t in

Pa

e

Garden

Unplann e Items

g

Home Acce tB gh

om s

Appliances

Li

H m

Plumbing Fixtures

Interior D Electrical

e s

Plumbing

Construction

Flooring

Doors ase

Store 5: Least Frequent Purchases / low spontaneous potential = furthest from door

Kitchen Design

s ign Wi d

Unplanned Purchase

e

g

io

bs

at

ul

iz

tin

om

gh

H

Li

t

an

in

rg

Pa

O

tB

Unplanned Purchase

Construction

Flooring

Doors

Windows

Hardware

Electrical

or

Unplanned Purchase Items

Store 2: Lawn and Garden (Seasonal)

* Sorensen, Inside the Mind of the Shopper. p. 17.

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“Buring the Big Head” increases unplanned purchases.**

Lawn and Garden

Unplanned Purchase Items

Home Accesories Li

Lawn and Garden

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Less Frequent Purchases

Interior Design

Appliances

Unplanned Purchase Items

Appliances

Kitchen Design

Plumbing Fixtures

Construction

Flooring

Home Accesories gh Li

Interior Design

n

Doors

Unplanned Purchase Items

Lawn and Garden Plumbing + Fixtures

Windows

Appliances

Hardware

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Interior Design Electrical

Construction

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Kitchen Design

The “Big Head”

Plumbing

Unplanned Purchase

More Frequent Purchases


Part 4: Design Provocations for a more Socially Constructable Retail User-Good-User-Store Relationships: Lowe’s Park


Part 4: Design Provocations for a more Socially Constructable Retail User-Good-User-Store Relationships: Lowe’s Info Cafe

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Part 4: Design Provocations for a more Socially Constructable Retail

User-Good-User-Store Relationships: Lowe’s Workshop Community of Commerce: Individuals

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The Social Construction of Retail  

Slideshow overview of case studies and design work investigating the role of design in establishing user relationships with retailers, produ...

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