Storefront Mastery Presents
The Storyfront Deck A card game that takes entrepreneurs from idea to storefront by guiding them as they explore their ideas, stories and purpose in the creative process to provide their customers with an outstanding experience. Concept and design created by Jaime J. Izurieta for Storefront Mastery
Storyfront Imagine a world where every storefront tells a story. Imagine transforming ordinary spaces into extraordinary experiences. Welcome to the Storyfront Deck – where creativity meets strategy, and every card unlocks a new skill for cr outstanding experiences. This deck is a toolkit to help local organizations and business owners enhance public spaces and create amazing in-store experiences.
A toolkit designed by Storefront Mastery
Storefront Mastery is a creative agency that specializes in transforming local businesses and public spaces into captivating, immersive experiences. We blend innovative urban design, economic development, and creative storytelling to revitalize commercial districts, fostering unforgettable customer journeys and vibrant community spaces. Discover the vision behind Storefront Mastery. Scan this QR code to explore how we inspire local businesses and communities to create dynamic, memorable experiences.
Why?
Storyfront
Your business, upgraded Use each card to focus on a different aspect of your business. Apply these insights to improve your business model and store design. The best storefronts grow incrementally. See the impact that these ideas can have on your engagement, sales and productivity when you take one or several and apply them to your storefront.
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Why do you need the Storyfront Deck? • The Storyfront system bets on the passion you have for your business, industry and community to create your own store design using the simple ideas presented in each card • This is a system where you create your own store design and customer experience by mixing and matching these cards to determine the elements your business needs • You don’t need to apply the ideas all at once. Start with a few you are comfortable with and see how they work for you. Add more as needed • If you need more information about a topic, just click on the QR code and you will have additional content in the Storyfront website If you’d like to learn more about the content of this card and see some graphic examples or any other aspect of storefront design, please scan the code to visit the Storyfront website.
Storyfront
Before you start At the top left of each card is its family The front of each card describes a transformational idea you can implement to upgrade your business. At the bottom, there is a list of cards that can support the idea and make it stronger. The back of each card explains the idea, and breaks down the steps to implement it. Each card in the deck is rated by the importance of its idea for your storefront design: Must have - Mission critical elements Nice to have - Greatly enhance the experience A Splurge - If you can include it, it’s a bonus You will find one of the above symbols next to the title of each card. It will tell you how essential the idea is for the success of your storefront
There are six families of cards: Choose
Purple cards labeled “Choose” help you define your business model
Transform
Pink cards labeled “Transform” help develop the store’s concept and define the user’s experience
Brand
Orange “Brand” cards help you design your brand
Stage
Yellow cards labeled “Stage” help you plan your store based on your vision and purpose
Build
Teal cards labeled “Build” help you design specific elements critical to a successful store
Activate
Blue cards labeled “Activate” help you figure out your lighting, sound and other technical effects
Each card has a QR code like this. Scan it to learn more about each card of this deck and see some graphic examples and bonus content in the Storyfront website.
Choose
Who are you? The first step to start your business’ transformation is to define its identity and personality, the principles that inspire the business and the ways it will add value to your customers and community. Combine with: Show me your tool Vision Creating a brand
Choosing a font In the mood
• Identify your business’s core values, the principles you will run it by, and the purpose for opening up shop. This choice should resonate with your unique offerings and approach. • Align your offer with your values and principles and your service delivery, to create a consistent brand experience. This helps in establishing a distinct identity for your business. • Foster your brand identity by ensuring that the brand values are clearly reflected in all aspects of your business, from marketing to customer service. • Actively communicate your brand’s values and principles to your customers. This isn’t just about what your brand stands for, but also about making sure your customers understand and connect with it.
If you’d like to learn more about Carl Jung, brand archetypes and how to build a brand from this concept, please scan the code to visit the Storyfront website.
Choose
What’s Your Problem? The most successful businesses are those whose purpose is to solve a problem that many want to see a solution for. Find the problem, make it your mission to solve it and create something epic to do it. Combine with: Showare Who me you? your tool
• Identify a pain point that you want to solve with your business • See who is addressing it, how effectively and with what shortcomings • Find out what technology, products or services are being used now to address similar problems • Design a “minimum viable prototype” product or service that can solve the problem • Test and iterate until you have something worth basing a business on
If you’d like to learn more about how to identify potential pain points or any other aspect of creating a Lean Startup model, please scan the code to visit the Storyfront website.
Choose
Value Proposition It is crucial to articulate the unique benefits and value that a business offers to its customers. Make a statement that translates the capabilities of your product or service into real-world benefits that resonate with your target audience. Combine with: Who are you?
To create an effective value proposition, a business owner should follow these steps: • Identify Customer Needs: Understand the specific problems, needs, or desires of your target customer segment. • Analyze Your Offerings: Evaluate your products or services to pinpoint unique features or benefits that address these customer needs. • Differentiate from Competitors: Identify what sets your offering apart from competitors in addressing these needs. • Articulate Clearly: Combine your understanding of customer needs and your unique solution into a concise, clear statement that communicates the value directly to the customer. If you’d like to learn more about the content of this card and see some graphic examples or any other aspect of storefront design, please scan the code to visit the Storyfront website.
Choose
Who’s buying it? Specialty businesses with a great offer that includes products, services, immersive experience and covers various brick+mortar and digital channels do great when work is put to find and focus on a niche Combine with: Show me your tool Vision Storyline
• Describe the “avatar” of your ideal customer and assign them a name, character, age, etc. • Know the customer’s motivation to buy • Fine tune the offer by matching your business’ values with those of the customer • Build an agile mentality to constantly create prototypes and modify as needed. Always iterate
If you’d like to learn more about choosing a niche, finding a customer segment or any other aspect of storefront design, please scan the code to visit the Storyfront website.
Choose
Who’s just looking? Conversion is the number of people who come into the store and make a purchase. An attractive store, the digital channels and good marketing will create more paying customers Combine with: Show me Other “Choose” your tool cards
• Integrate channels to streamline the online shopping experience, during and after visiting the store • Establish an emotional relationship with the brand. It’s harder for a vested customer to say no • Rely on personal, human stories to engage • Engage in partnerships, teach classes, host events, workshops and other non-transactional activities
If you’d like to learn more about storytelling and how it can drive your business’ growth, please scan the code to visit the Storyfront website.
Choose
Your network Your business exists in an ecosystem. Collaboration with providers, suppliers, strategic allies and others in the industry is important to build a good foundation
Combine with: Show me your tool Partnerships Curated content
• Draw your supply chain or chains, as far back as you can • Make a list of suppliers and providers, and locate them on the chain • Note how many of those folks’ stories you know and which of those add value to your business • Make a list of strategic allies and others in the industry who would add value to both businesses if you would collaborate
If you’d like to learn more about the power of storytelling and its role in your storefront design, please scan the code to visit the Storyfront website.
Choose
Where to sell? A channel is each point of contact between your brand and customers. They can be physical, digital, temporary or remote. The more channels you use, the less likely one’s closing will affect your business too much Combine with: Show me your tool Vision Executive Production
• Your store’s setting (physical channel) and your website’s User Experience (digital channel) should be given equal attention. They are the main points of contact • Digital channels: social media, direct email lists, newsletters • Remote: e-commerce platforms, digital marketplaces, your website’s shopping area • Temporary: fairs, markets, a kiosk in someone else’s store
If you’d like to learn more about setting up your e-commerce site, social media accounts or any other aspect of business marketing, scan the code to visit the Storyfront website.
Choose
Benchmark Instead of mindlessly scrolling through apps or magazines for inspiration, do some research of your own and distill good ideas and ways to apply them to the store
Combine with: Show mecontent Curated your tool Creating a brand
• Go to three favorite local stores, choose three store sections you like and write down three things they do well in each. They don’t need to be in the same industry you are • Look at the three top brands in your industry. Study the colors, symbols, lighting and service design they use and write down what you like about them • Take a walk through the lobby of a favorite hotel. The hospitality industry has developed very high standards to provide good experiences. Make a note of how you feel with each interaction with the hotel • Write a wish list of all you think your store should have, if appropriate to the space and place
If you’d like to learn more about design precedent research or any other aspect of retail design, please scan the code to visit the Storyfront website.
Transform
Vision Major sports shoe brands don’t talk about shoes and top tech gadget companies don’t talk about computers. They sell you a lifestyle. Give your customers a spectacular lifestyle to imagine themselves living in Combine with: Show me What’s your your problem? tool With the Joneses
In the mood Executive production
• Summon your Happy Place, Brand Character and wish list • List desired feelings and emotions people will have while visiting the happy place • Think of rewards, both perceived and physical, that visitors and paying customers may take home • Think of what they will learn from their experience and how to highlight those lessons • List things that will motivate customers to return and patronize the store again
If you’d like to learn more about developing a vision for your business and how it manifests in your storefront design, please scan the code to visit the Storyfront website.
Transform
Storyline People buy on emotions. Give each customer the spotlight by providing a personalized journey full of emotions and thrills to keep them engaged
Combine with: Show me your tool Hospitality The social club
Script
• Invite your customers to an adventure by showing the path forward and the final reward • Guide their path as they travel through the store, engaging all five senses as they move • Keep customers engaged with small challenges and rewards as they participate in their own unfolding story • Help them see small breakthroughs • The transaction at the end should feel like a final reward
If you’d like to learn more about writing and telling stories and how they manifest in your storefront design, please scan the code to visit the Storyfront website.
Experience
In the mood Successful store concepts focus on both what people see and how they feel when they experience the space. Linking the brand character with the vision and developing a mood board is key Combine with: Vision Brand character
Benchmark Storyline
• Do this simple exercise to come up with the mood your store should put every visitor in: • Write down three key words you associate your business with • Give each a relevant color, texture, sound, taste and smell • Mix and match to come up with the perfect combination • Let that combination show you your brand’s “happy place” • How do you feel in that happy place? How would you want your customers to feel there? • What needs to be in place to have customers feel like that in your store?
If you’d like to learn more about the content of this card and see some graphic examples or any other aspect of storefront design, please scan the code to visit the Storyfront website.
Transform
Executive production Your store will stage the customer’s journey. Think of every detail that will transport the customer to the happy place and give them a world of fantasy. Become admissioncharge-worthy Combine with: Hero’s Show me Journey your tool Curated content
Set design Themed interaction points
• Write the script of your customer’s journey, then create different store sections linked to a part of the storyline • Everyone you hire should be a fan who loves the brand and will inspire others • Design the store layout to resemble a theater set, encouraging customers to actively engage with the space. • Take advantage of side stories and sub plots to stage each store area • Customers should give the brand and the experience their undivided attention and feel like time spent is the reward • Make the experience seem exclusive and scarce
If you’d like to learn more about becoming admission-charge worthy, or any other aspect of storefront design, please scan the code to visit the Storyfront website.
Transform
Hospitality Every street-facing business in a downtown or main street is first and foremost a hospitality and an entertainment business. You are the host and the performer. Build a character and get on stage. Combine with: Show me your tool Vision Set design
• Each business is a stage. Think how your story translates to the business’ operations. Look at every customer as a guest, and treat them accordingly • Create a greeting protocol, detailing how the employees will welcome, greet and host customers • Focus on building trust with your guests, through non-transactional interactions • Designate areas for performances, tastings, book launches, art shows and other activities that change during the year • Introduce well-explained, fun and easy to follow rituals with visible rewards • Install “Personalization stations” where users can customize goods or content If you’d like to learn more about how to transform your store into a showroom or any other aspect of storefront design, please scan the code to visit the Storyfront website.
Transform
Get into character Actors will go live in the jungle or a log cabin to learn how to play characters with those back stories. The entire store needs a back story that every single detail supports
Combine with: Showare Who me you? your tool Creating a brand
Vision In the mood
• Each cast member must know and play along the storyline, with their unique contribution • Use only brand colors on in-store elements and messaging, including the staff’s dress code • Play only appropriate music that takes people to the happy place • Design props and pick materials according to the target group • Create customer service protocols for mood, speech and other interactions
If you’d like to learn more about what is needed to update your store to a new brand or any other aspect of storefront design, please scan the code to visit the Storyfront website.
Transform
The social club Build up loyalty and engagement with a series of challenges that get the customer progressively closer to an exclusive club, stash or rewards
Combine with: Showare Who me you? your tool Your network
Set design Curated content
• Build a members-only room that everyone knows about and can see but must unlock after a series of tasks to earn loyalty points to get in • Place themed areas along the path that let customers earn points leading to the main, exclusive room when visited in sequence • Leave clues along the path to unlock exclusive behind-the-scenes sites, promotions • Place hidden tunnels, rooms behind a curtain or concealed passageways to build interest • Create personal customer’s profiles to tailor the experience to their preferences
If you’d like to learn more about the content of this card and see some graphic examples or any other aspect of storefront design, please scan the code to visit the Storyfront website.
Transform
The showroom Many very successful businesses help customers make decisions and close sales in their showrooms. The transaction is merely a formality. Is your business ready to trade a store for a showroom? Combine with: Showare Who me you? your tool Vision
Interactivity
• Showrooms do not keep stock. They stage their products and sell through e-commerce, mostly • There is no limit to how small a showroom can be. The question is if they can steer the customer’s decision and close sales, or not • Create a fantasy-like space in the store that immerses customers in your brand’s mission and encourages engagement. • The showroom is mostly a performance space where customers are immersed in the brand’s story. There is very little retail space, if any.
If you’d like to learn more about transforming your store into a showroom and the design aspects of the shift, please scan the code to visit the Storyfront website.
Transform
Curated content Carefully choose the products, services and objects in the store, including food & beverages to fit the concept and story. When the messages of the store and what it sells are aligned, customers understand it easier Combine with: Shownetwork Your me your tool Partnerships
• Arrange curated objects in decorated stations that support the brand narrative • Do A-B tests to find out how curated versus non-curated products increase sales • Add value to curated objects by highlighting the producers and origin • Pairing products to sell in a bundle may help steer the customer towards making a purchase decision and make upselling easier • Handwritten staff- or celebrity recommendations go a long way to establish rapport with the bundled products
If you’d like to learn more about how the contents of your shop can help your storefront design, please scan the code to visit the Storyfront website.
Transform
Partnerships Strategic alliances elevate customer experience by blending complementary brands. Choose partners whose values and goals align with yours to create a synergistic store environment. Combine with: Shownetwork Your me your tool Curated content
• Create Branded Spaces: Designate areas within your store to feature partner brands, creating a ‘store-within-a-store’ concept. • Craft Immersive Experiences: Use props, lighting, and sound to create engaging displays that highlight the uniqueness of each partnered brand. • Dynamic Collaboration Areas: Introduce a mix of permanent and pop-up collaboration spaces to maintain a fresh and engaging store atmosphere. • Value Alignment: Select partners who share your brand values, ensuring a cohesive and authentic customer experience. • Regularly rotate partnered displays to keep customer interest high. • Utilize storytelling in displays to highlight the partnership’s narrative and value. If you’d like to learn more about how partnering with other local shops can benefit your business, please scan the code to visit the Storyfront website.
Experience
Downtown’s Host Strengthening ties with your local community and neighboring businesses to host visitors and promote the entire district, will enhance customer loyalty and create collaborative opportunities. Combine with: Live Storytelling Inviting pathway
The big decision
• Host Community Events: Organize events that resonate with local culture and interests, inviting other local businesses, artists, musicians, or speakers. • Collaborate with Local Businesses: Partner with nearby businesses for cross-promotions, shared events, or combined services. • Feature Local Products: Dedicate a section of your store to products from local artisans or producers, highlighting the community’s creativity. • Engage in Community Projects: Participate in or sponsor local community projects, showing your investment in the area’s well-being. • Set up a community bulletin board in your store for local announcements and events. • Offer your space for local meetings or workshops during off-hours. If you’d like to learn more about the content of this card and see some graphic examples or any other aspect of storefront design, please scan the code to visit the Storyfront website.
Brand
Creating a brand Choose the symbol for the brand by looking into your Brand Character and other brands in the industry for common elements, framing your visual system within your own values and concept Combine with: Showare Who me you? your tool
• A brand is a graphic system, centered around a symbol, that identifies a person, product or corporation • Check out other brands in your industry. Find similarities between their symbols, fonts and colors • Go back to the brand character you created. Find the color and font that best represent that character
If you’d like to learn more about branding and brand creation, and how it relates to your storefront design, please scan the code to visit the Storyfront website.
Brand
Brand type Front: Brand symbols can be either one of three figurative types that rely on a graphic symbol, or textual, which rely on the written brand name
Combine with: Showare Who me you? your tool Your network
• New brands that are still building their reputation should rely on brands where the name and the symbol both have the same importance • As a rule of thumb, it’s best to choose a symbol that can be used alone and a font that doesn’t require to be next to the symbol to be legible • A brand will have different applications, where needs vary. Your brand should be flexible to adapt to a blade sign, a horizontal flat sign, magazine or web ads, billboards, in both full color and B&W • Create a brand catalog where every application is clearly detailed for consistency
If you’d like to learn more about brands become identity and see some graphic examples related to your storefront design, please scan the code to visit the Storyfront website.
Brand
Choosing a font A typeface is a style of lettering, which can include variations such as Bold or Italic. Each variation is called a Font. Different typefaces are used with specific purposes
Combine with: Showare Who me you? your tool Creating a brand
Sans Serif typefaces make headlines and infrastructure signs easier to read. They appear in places where clarity is critical, such as train stations, airports or highways
Serif or Roman fonts have been used from early printing press times and are easier to read in paragraph form. Serifs are the small strokes at the end of each letter Slab Serif fonts are often used in posters because of their high readability
Script typefaces are based on the continuous stroke of handwritten letters. They should be designed by hand for best results Free script fonts are hand-written and associated exclusively with a brand. They do not follow any of the regular typeface rules If you’d like to learn more about choosing a font and see some graphic examples or any other aspect of storefront design, please scan the code to visit the Storyfront website.
Brand
Color palette Color has the capacity to influence mood. A palette is a set of colors that help set a mood and support the brand narrative
Combine with: Show me ayour Creating brand tool In the mood
• Read any basic color theory text to learn the elementary things about palettes and perception • Choose your primary color according to the brand character. Warmer is generally stronger and cooler is usually more serious • From the primary color, create a palette of five or six related colors that support your brand If you’d like to learn more about the content of this card and about color theory or any other aspect of storefront design, please scan the code to visit the Storyfront website.
Brand
Signage & information Displaying information about products, offers, promotions and partnerships is an art form in itself. Chose the right media, support and concept. Be consistent throughout and always relate to the main sign Combine with: Showare Who me you? your tool What’s your problem?
What are you bringing? Vision
• Highlight the origin of the goods you’re selling and some personal stories along the supply chain • Handwritten signs are more spontaneous; printed signs require branding and design • Keep signage and its support straight and flat, readable, clean and consistent with the brand • Small and extra large signs must have matching support and a structural system that scales • Good signage will educate on the brand values and highlight your origin story • Technology like QR codes can unlock content and introduce the e-commerce channel
If you’d like to learn more about signage and see some graphic examples or any other aspect of storefront design, please scan the code to visit the Storyfront website.
Brand
Sign type The sign will support the brand and message, hint of the industry and story, and guide the customer’s attention to the entrance. Its materials, design and lighting scheme are the message Combine with: Showare Who me you? your tool Creating a brand
• Plate mounted flat on the facade- visible from a moving car or from the other side of the street • Block letters - more modern and sleek, can be lit creatively. Installed on a base or directly • Blade sign: more traditional, perpendicular to the building facade. Meant to be very visible to pedestrians on the sidewalk. Sculptural • Signs painted by hand directly on the glass or wall - more artistic and streamlined • Decals on glass
If you’d like to learn more about choosing the perfect sign type for your storefront and see some graphic examples, please scan the code to visit the Storyfront website.
Brand
Crafting the sign The character and texture of the materials chosen to build the sign should be consistent with the brand and support the story
Combine with: Showare Who me you? your tool Creating a brand
• Wood, new or salvaged; natural finish or polished and painted - it’s heavier and more solid • Steel or tin frame for a wooden/plastic sign, or all metal - expressive and rugged • Plastic - brittle looking, shorter life, weathers soon, not reparable; most polished while new • Alternative signs, e.g. a kettle bell for a gym, an 8mm camera for a filmmaker, a bicycle wheel for a bike shop or an oversized dryer for a salon
If you’d like to learn more about the content of this card and see some graphic examples or any other aspect of storefront design, please scan the code to visit the Storyfront website.
Brand
Light it up The drama added by appropriately lighting a sign is often overlooked. There are various ways of creating a sign that looks as great during the day as during the night, while it’s lit Combine with: Show me Facade as your sign tool Inviting pathway
Outdoor living room Frontage & sidewalk
• Internally lit block letters are hollow, lit from inside, and often capped with a colored plexiglass panel to let each letter shine • Halo lights are installed in grooves behind the blocks. They illuminate the background, not the sign so it seems like it’s floating • External light sources such as spot lights or gooseneck lamps shine a direct light on the sign and can produce interesting shadows • The intensity, color or temperature of the light must be consistent with the brand
If you’d like to learn more about how to light your sign and see some graphic examples or any other aspect of storefront design, please scan the code to visit the Storyfront website.
Brand
Facade as sign The entire storefront works as clockwork to signal the concept and values of the brand. Both the design, branding and sign should be consistent as parts of a larger composition Combine with: Showare Who me you? your tool Inviting pathway
• The storefront is a large enough sign to be seen from a moving car or from the sidewalk • Compose the storefront in the same way as you would create an artwork: Mind the scale, proportions relative to the width and height of the facade, size of lettering and focal points • Place emphasis on the entrance • Plan the contents of the sign, hierarchy of information, colors and materials
If you’d like to learn more about design composition and see some graphic examples or any other aspect of storefront design, please scan the code to visit the Storyfront website.
Stage
The big decision Before deciding to go into the shop, the customer falls in love with the storefront and makes a subconscious decision in the first few seconds of interaction. Make them count by covering every angle Combine with: Showare Who me you? your tool Vision
In the mood
• Composition - see that the entrance has hierarchy and is properly highlighted • Choose materials, textures and colors consistent with the happy place and brand character • Aim for 85% of transparency so customers can clearly see the staged display and look beyond • Fine tune the brand and messaging to trigger an initial positive response • A may complete the enclosure; maintain compliant clearance; min. 8 feet • Check the size, scale and proportions of each element of the frontage, especially the sign
If you’d like to learn more about the content of this card and see some graphic examples or any other aspect of storefront design, please scan the code to visit the Storyfront website.
Stage
Outdoor living room A quality, attractive space at the sidewalk, where people have their first brand interaction and can relax outside the store, regardless of their patronizing it
Combine with: Show mespaces Off-site your tool Nanopark
• Provide seating. Chairs that can be moved by the customer create the best interaction. • Bring out props, plants, vertical gardens, fixtures and other objects that create a room effect • Lights and atmosphere set the mood to immerse customers in the brand’s happy place • Use a coherent color palette, consistent with the brand to create a connection • A canopy or awning protects from the sun and rain, fixed or retractable, hard or soft • Climate control (fans or heaters) provide comfort for longer months of outdoor usage
If you’d like to learn more about staging your sidewalk and see some graphic examples or any other aspect of storefront design, please scan the code to visit the Storyfront website.
Stage
Inviting pathway A “funnel” effect in which every object on the storefront and sidewalk brings attention to the door and invites the customer to step inside the store
Combine with: Show me living Outdoor your tool room Nanopark
Live storytelling Express service
• The goal is to connect the entrance and the sidewalk by creating an outdoor room that naturally guides toward the inside • Set the mood with colors, textures, smells and sounds, using every surface and object • Create the appropriate floor geometry with objects end graphics to visually guide inside • Play with lighting, transparency, layers and the backdrop to direct attention • Use signage in graphic and text formats to support the design and staging • Install a to-go service window that can further attract and engage people to the funnel
If you’d like to learn more about the Inviting pathway and see some graphic examples or any other aspect of storefront design, please scan the code to visit the Storyfront website.
Stage
Opening sequence After entering, customers pass through several stages. A good design of the entrance helps visitors transition from the street to the store and turns them into paying customers
Combine with: Show me your Executive production tool Inviting pathway
• Visual cues in the storefront take less than half a second to convince someone to come in • A customer typically decides whether to stay or leave within seven seconds of entering. • The “decompression zone” and the “soft right” are the first engagement opportunities. They should create brand engagement without selling • As customers adjust to the inside, the transition should be gentle. Allow panoramic views of the store from this stage • The brand message should be short, easy to understand and supported by a clean, comfortable, coherently designed area
If you’d like to learn more about the decompression zone and the soft right and see some graphic examples, please scan the code to visit the Storyfront website.
Stage
Set design Break up the store in different themed sections, following the main story and building up on the subplots. Highlight merchandise, support the narrative and keep the path energized Combine with: Showare Who me you? your tool Vision
Storyline
• Plot different sections on a plan of the store and assign themes that follow the brand story • Place a “decompression area” where customers adjust to interior conditions right after entering • Most folks look to the “soft right” after decompressing. The area immediately to the right of the entrance is a great engagement opportunity. Don’t sell there, just engage • Locate the cash wrap to provide one additional opportunity for impulse buys and interaction • Place a welcome table right on the path, to highlight promotions or novelties • Follow up the welcome station with related “Curated content stations” that support the story
If you’d like to learn more about designing the store as a movie set and see some graphic examples, please scan the code to visit the Storyfront website.
Stage
Frame it Establish a hierarchy of spaces, highlighting the most important parts of the store and making each larger part create a context for the smaller ones, to build up interest in the entire scene Combine with: Show Set design me your tool Script
• Define the most important places in the store, mark the focal points and framed views • Highlights that will be seen in the foreground as people enter the store • Enticing scenes in the middle ground people will catch glimpses of along the journey • An enclosing background that gently and subtly helps the entire arrangement make sense • Draw the big hard lines that the design will follow to materialize the experience
If you’d like to learn more about space hierarchies and see some graphic examples or any other aspect of storefront design, please scan the code to visit the Storyfront website.
Stage
Script A natural circulation pattern controls the speed, rhythm and pauses that the customer takes as they travel through the store, and focus on intended highlights, displays, services or promotions Combine with: Show Set design me your tool Storyline
• Lay out the store sections on a plan drawing, and mark the intended path between them • Mark key spots along the path to create themed stations to showcase some highlights • Change the location and direction of furniture to direct the path and create pauses • Reinforce the path using signs with directions and special lighting • Frame the views at each step using mirrors, focal points, and other framing tools
If you’d like to learn more about arranging the store like a storyline and see some graphic examples please scan the code to visit the Storyfront website.
Stage
Pause & contemplation The pauses along the path will keep the journey interesting, mark the spots where people stop to look at highlights, and frame the next pause. At each pause is a station with a unique theme Combine with: Show me your tool Storyline Script
Themed interaction points
• Initial engaging “Goodwill table” on the sidewalk, with information, gifts and promotions • Sequential curated stations act as markers for each store section, linking other stories to the main one • Use mirrors to direct the lines of sight or hollow frames to highlight objects in the background • Each station should hint what’s in the next, and invite customers to reach it • Opportunities to sit and engage in contemplation must be visible and inviting • Ending “Farewell table” after the cash wrap and before exiting, as epilogue, similar to the first
If you’d like to learn more about the value of pause in a store, or any other aspect of storefront design, please scan the code to visit the Storyfront website.
Stage
Off with a smile There’s a reason why museum shops are located after the exhibit and right before the exit. Give the customer something to engage with the brand in the long term, and keep coming back Combine with: Show Set design me your tool Curated content
• Treat the cash wrap as the climatic moment of the story, where everything resolves • Place the cash wrap by the center, behind Themed interaction points and with good visibility of the entire shop • The area around the POS can be themed and designed - make it part of the story • Keep in character until the last minute • Send the customer off with a gift of brand engagement - promotions, samples, merchandising • Send a gentle “you forgot something” message by staging a last themed station after cash wrap
If you’d like to learn more about sending off the customer after a purchase or any other aspect of storefront design, please scan the code to visit the Storyfront website.
Build
Make an entrance Create magic at the main point of contact between the sidewalk and the store, and celebrate each person who comes in as the star performer
Combine with: Show mepathway Inviting your tool In the mood
• In older storefronts, the recessed area extends the display space, creating a safe and captivating zone for customers • Treat the entire threshold as the entrance, it is not just a door but a red carpet • Materials, textures, colors, transparency, even the door panels and transom must be consistent with the brand • The door can increase the transparency of the storefront, or modulate it. Let people look in • Don’t place hand written signs or posters on the windows. Limit information to store name and hours of operation
If you’d like to learn more about the designing an entrance for your shop and see some graphic examples, please scan the code to visit the Storyfront website.
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Live storytelling Scenes that build expectation and feel like something is about to happen will have passers by creating their own stories. A live scene that feels natural will give passers by a story to relish on Combine with: Show me your tool Hospitality Executive Production
Get Into Character
• The storefront doubles as an autonomous micro-stage or art gallery • Create a scene staged for expectation: make the customer feel the tension of what‘s about to happen • Support the scene with a written story: text on glass enhances, explains and frames as a vignette • Live entertainment: poetry readings, music, dance, micro movie theater. A giant fish tank? • Build in some movement, from video, puppets, moving parts or trompe l’oeil • Offer customers tools to engage with the display, personalize it, or interact with it in other meaningful ways, both during opening and closing hours If you’d like to learn more about creating a display and see some graphic examples or any other aspect of storefront design, please scan the code to visit the Storyfront website.
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Express service Windows for express service are very common in coffee-drinking countries. They extend the experience to the sidewalk and maintain the brand engagement. This doesn’t only work with coffee Combine with: Show me your tool Hospitality Inviting pathway
Overhang
• It is a short window of opportunity to create rapid engagement, interact with the customer and keep the top of mind • Place a counter at elbow height to invite conversation and keep turnover high • Stage with props, plants, written messages and objects that reinforce the brand and “room” effect • Frame a desired view of the interior to hint of the benefits of longer interaction • Not limited to food and beverages. Express brand interaction works for retail, services etc.
If you’d like to learn more about creating an express service station and see some graphic examples, please scan the code to visit the Storyfront website.
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Overhang Awnings, canopies, marquises and any overhangs protect from the elements, extend the frontage into the sidewalk and provide a visible space for branding
Combine with: Show mepathway Inviting your tool The big decision
• Good opportunity to invite a pause and reinforce the Inviting pathway • Shelter from sun and rain is a gift to the street • Canopies are fixed, with roof or glass top. Awnings can be operable or fixed and often have a canvas top. Look for UV-resistant fabric • Materials, colors and texture should be consistent with the brand • Clearance should be at least 8‘. Lower is cozier and taller is more streamlined but protects less • Lighting effects and signage on and under the canopy create dazzling street effects
If you’d like to learn more about choosing an overhang and see some graphic examples or any other aspect of storefront design, please scan the code to visit the Storyfront website.
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Nanopark A small publicly accessible garden at the front of your store offers a pleasant break from the heat or cold, a touch of nature, and a welcoming rest spot for passersby.
Combine with: Show me living Outdoor your tool room Inviting pathway
• A vertical garden will engage, provide health benefits and bring happiness in a tiny package • Built-in or freestanding planters to complement the vertical garden and create a natural enclosure • More plants can hang from awnings or canopies, or the ceiling, to create a 360º effect • Seating in the middle of the natural setting can attract many others looking for the experience • Use the undivided attention of customers immersed in the garden to build engagement and rapport
If you’d like to learn more about small vertical gardens and see some graphic examples or any other aspect of storefront design, please scan the code to visit the Storyfront website.
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Lines on the floor Use lines and patterns on the floor to guide customers’ paths, encourage them to enter your store and guide their journey inside. Pay special attention at where grooves and joints in the floor point to. Combine with: Show mepathway Inviting your tool Script
• Imaginary lines are seen by our brain in the direction that furniture or floor joints are placed • We walk with heads tilted down and notice the lines on the floor. Use them to bring people in • Use contrasting colors and objects to emphasize the lines that go in • Proper scaling, sizing and installation of pavers, tiles, floorboards etc. to create lines pointing in • Support with additional floor graphics painted or printed with protective high traffic treatment • If possible, materials should continue from the main sidewalk path, through recesses, to the door
If you’d like to learn more about imaginary lines on the floor and see some graphic examples, please scan the code to visit the Storyfront website.
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Themed interaction points As people travel through the store and become part of the story they turn into customers. Speak to them with displays that remind them of your mission and how they will feel when they engage with your brand Combine with: Show mecontent Curated your tool Set design
Partnerships
• Make a list of merchandise, food products, books, plants, candles that can help tell your story • Use branded cards for staff recommendations, to tell each item’s story and its relation to yours, and to send inspirational messages, handwritten • Find coffee, wine, tea or candy pairings that go great with select products from your stock • Place and decorate a table or a unique piece of furniture along the path • Place objects at different heights starting from the floor up until almost eye height • Create a beautiful, attractive display that highlights your values, offers knowledge about the objects, and tips on how to use them
If you’d like to learn more about curated content stations and see some graphic examples, please scan the code to visit the Storyfront website.
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Centerpiece attraction Find one legendary, epic, unique conversational piece that will become an icon of your store, and place it in a prominent, well lit place
Combine with: Show Set design me your tool Opening sequence
Frame it Script
• Pick one. Resist the urge to fill the store with more than one focal object • Centerpiece attraction will be the centerpiece of the store: a sculpture, a lamp or a design object • Select something that represents your brand’s values and stands out at the same time • Choose a place visible by everyone in the store and also at night, while closed • Use special accent lighting to enhance the object’s importance • Let customers interact with the object - change the color of the lights, move or personalize it
If you’d like to learn more about finding and highlighting a focal object and see some graphic examples please scan the code to visit the Storyfront website.
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The cash wrap You have them where you wanted it. Folks have been through the journey and created their story with your brand. Now they are at the climax. It will resolve after they pay. But before that... Combine with: Show Set design me your tool Hospitality
• Create an ‘impulse buy pod’ that’s irresistible, featuring items like books, snacks, or tech accessories. • Resist the urge to prominently display free advertisement for your POS machine provider • Paying must be so seamless that no one notices the POS • Highlight cool stuff. Make sure folks are primed to pick up more stuff at the register • Create a halo effect around the attendant to make the experience otherworldly
If you’d like to learn more about the content of this card and see some graphic examples or any other aspect of storefront design, please scan the code to visit the Storyfront website.
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A secret door Keep a stunning room, perfectly decorated, with exclusive access. Advertise it. Leave just enough space to peek inside behind the door or a curtain
Combine with: Show Set design me your tool Script
Themed interaction points Pause & contemplation
• Creating an exclusive club experience can build a sense of mystique and belonging around your brand • Define a series of steps that folks need to take to access the club room. Open to all who complete the path • The completed path unlocks more complex services, exclusive products - and higher price points • Special, quirky events attract lots of people. Good opportunity for partnerships
If you’d like to learn more about the creation of special rooms within your store or any other aspect of storefront design, please scan the code to visit the Storyfront website.
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Off-site spaces Product displays set up in areas not directly controlled by the store can have the advantage of raising awareness of the brand or establishing a relationship before any real brand interaction Combine with: Show me living Outdoor your tool room Inviting pathway
Nanopark
• Parklets that occupy parking spots outside a shop or sidewalk curbside pickup stations help frame the Inviting pathway • Match the grade and level of the sidewalk, compensate for excessive slope • Plan for windy, sunny and rainy conditions • Roof or Al fresco. Less days to enjoy but better outdoor experience is the trade-off • Passive or active. Buskers or educators can create active experiences and enhance the space
If you’d like to learn more about the content of this card and see some graphic examples or any other aspect of storefront design, please scan the code to visit the Storyfront website.
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Lighting up Lighting can enhance the quality of any space. It can support your narrative by adding theatrical effects. Playing with different types of lights will help add a unique impact to the experience Combine with: Show In the me mood your tool Centerpiece attraction
Script Outdoor living room
• Levels refer to different purposes of light and their corresponding hardware. • Ambient lights shine evenly on an entire space without creating any dramatic lighting effects • Accent lights are meant to create dramatic effects of light and shade • Task lights shine a soft light on a small area, to aid in specific activities such as eating or reading • Highlights are brighter, often used to enhance focal objects or places such as bars or stages • Enhance each level by choosing the optimal mix of direct, indirect, recessed or spot lights
If you’d like to learn more about lighting your store and see some graphic examples or any other aspect of storefront design, please scan the code to visit the Storyfront website.
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You smell Most big retailers and food & beverage businesses design custom fragrances that are pushed into the air at their doors so customers associate a smell they like with a brand they trust. Combine with: Inviting pathway
• The highest value is obtained by designing a custom, recognizable fragrance that for the store, which can be sold on candles, essential oil diffusers and other media. • Choosing the fragrance from sources related to the business’ purpose and mission makes it easier to embed it into your story. • Diffusers located at the entrance and towards the sidewalk will greet customers who walk in and make it easier to associate the smell and the brand.
If you’d like to learn more about the content of this card and see some graphic examples or any other aspect of storefront design, please scan the code to visit the Storyfront website.
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Types of light Each one of the levels of light that can enhance a room and create an experience has a corresponding type of light bulb that completes the effect. Different bulbs emit heat and shine differently Combine with: Show In the me mood your tool Temperature & intensity
Levels of light
• Incandescents produce a warm light. They are mainly used in ambient lighting • Fluorescents produce a harsh, bright white light that increases contrast, as experienced in pharmacies or supermarkets • Halogens are warm and bright. They are typically used for bright displays, galleries or theater settings • LEDs are small, can produce any color of light, can be dimmed and are very energy-efficient. • The quality of LEDs allows them to reproduce the temperature and luminosity of any of the above types with acceptable accuracy
If you’d like to learn more about types of light bulbs and see some graphic examples or any other aspect of storefront design, please scan the code to visit the Storyfront website.
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Light temperature & intensity Light is a mood-setter and the color at which a light bulb burns will either support or cancel every other effort to create an atmosphere and set the mood for a space
Combine with: Show In the me mood your tool Types of light
• Light temperature is measured in Kelvin degrees. The lower K is warmer and the higher K is a whiter light • A candle burns at 1200K, an Edison Bulb at 2700K and a pharmacy fluorescent at 5700K • The intensity is the degree of luminosity and is what lets us see colors, contrast or read easier • Incandescents and halogens can be dimmed; the intensity of LEDs can be digitally controlled • Color options for more theatrical effects can include gels, colored LEDs and tinted bulbs
If you’d like to learn more about lighting the storefront and see some graphic examples or any other aspect of storefront design, please scan the code to visit the Storyfront website.
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Sidewalk show Light that illuminates the sidewalk and the storefront will help create a mood, set the experience and call attention to the Outdoor Living Room
Combine with: Show meservice Express your tool Outdoor living room
Inviting pathway Lines on the floor
• The optimal type is an ambient light that illuminates the sidewalk, reflected from the awning, with accent lights on plants • Mix between fixed storefront fixtures and moving ones that can be changed seasonally • The lit sidewalk makes the Outdoor Living Room easier to see • A warm glow that spills over to the sidewalk will underscore the added cozyness of the interior • The elements may damage fixtures. Plan for fixtures and bulbs that are available, easy to fix, hang and change
If you’d like to learn more about lighting the storefront and see some graphic examples or any other aspect of storefront design, please scan the code to visit the Storyfront website.
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Interior effects Drama is good for a storefront. Highs, lows, light and shade. This is where you get to put on your performance and make magic happen. Get a few light bulbs to help you along the way. Choose wisely Combine with: Show me Levels of light your tool Centerpiece attraction
The cash wrap Themed interaction points
• Interiors require several levels of lighting. Start with the ambient lights and gradually add others • Find the special places that need task lights and think about how to brighten them • Accents go last, when you can afford the luxury of making some spaces dark to brighten others • Plan all fixtures in advance so their design is consistent among them and with the brand • Interiors require more detail than the frontage. Always refer to the brand to keep consistency • Plan ahead for lights to be on through the day. Only stages or bars can afford to be dark at times
If you’d like to learn more about lighting the storefront and see some graphic examples or any other aspect of storefront design, please scan the code to visit the Storyfront website.
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Display lighting The display window is the focal point of the storefront. You have seven seconds to convince the customer to interact further with your brand. Lighting is a major factor
Combine with: Showshowroom The me your tool Live storytelling
Centerpiece attraction Facade as sign
• Create a dynamic, engaging display that evokes a captivating scene. Light is an element of the storytelling • Mixed accent and decorative lights can create the most dramatic effects, but they merely highlight a well designed display • Choose a track light that can be moved sideways and perpendicular to the bulkhead, to accommodate different display scenes • Modulate light to increase contrast and focus on important pieces, messages or framed views • Halogens might get too hot in a display box and fluorescents will make it lifeless. LEDs are most efficient and highly customizable
If you’d like to learn more about lighting the storefront and see some graphic examples or any other aspect of storefront design, please scan the code to visit the Storyfront website.
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Sound design Sound can create an atmosphere that helps immerse customers deeper into the experience. Appropriate music or sound - they are not the same- will support the chosen mood and the brand Combine with: Show me your Executive production tool Hospitality
Live storytelling
• Music, white noise or sound effects can change the mood dramatically • Music sets the mood, white noise encloses the space. Each has a purpose • Decide on the type and volume of the music to support the concept and not overwhelm • Curated playlists can have more control over customers’ perception of the experience • An original soundtrack in partnership with local artists can enhance the story’s impact • Walk along the path through the store to fine tune the location of the speakers, the volume and the quality of sound
If you’d like to learn more about sound design or any other aspect of storefront design, please scan the code to visit the Storyfront website.
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Interactivity A bonus point of contact with customers that is non-transactional and can boost the brand engagement is using technological tools to create interactive displays that they can control from inside or outside the store Combine with: Show me your tool Vision The big decision
Live storytelling Centerpiece attraction
• Light fixtures that can change color or intensity by clicking on a QR code and using a web-based app • Musical instruments that can be played from outside of the store • Benches with customizable experiences by controlling interactive light- and soundscapes and seat adjustments • Video display windows that can be customized by the customer from a web-based app accessible from a QR code
If you’d like to learn more about interactive storefronts and see some graphic examples or any other aspect of storefront design, please scan the code to visit the Storyfront website.