gia Expert Tips

by Rachel Crippin Clark

“I would encourage (retailers) to think about creating moments of value,” says Anne Kong, professor and program coordinator of the Spatial Experience Design Program at the Fashion Institute of Technology and partner in A+D Kong.

Even the simplest change in your design approach can affect shoppers’ perceptions of your store and their buying behavior. “Consumers today want to see something exciting,” says Kong. “They want to see something thematic, but they also want to see more categories of merchandise.”

Kong shared her expertise and the latest in retail design in a webinar during IHA’s Connect FALL virtual education event. Windows are “the calling card for your store,” says Kong, comparing a window display to a magazine’s cover design. “It’s what draws (shoppers) in.”

But while windows are an incredibly important part of a store’s merchandising and marketing, Kong notes that the relatively new discipline of spatial design incorporates much more than windows.

Outside a store, spatial design takes a wider look at a store’s exterior, which includes its architecture, the exterior landscape, the façade, window displays and any public art. “It all plays an important role in making your store a destination,” says Kong.

A monochromatic setting creates a spectacle; it has the power to stop the eye and cause the eye to search for differences. Searching takes time; hence your customer will spend >>

This beautiful abstract mix of products uses color to attract viewers.The back wall uses strong vertical lines of color; the colorful floor becomes a landscape. Vivid vinyl designs dance on the window glass as they spill out >>

more time in front of this window. Notice the textural surfaces and how your eye explores the patterns. buss, Germany

onto the sidewalk. Floating merchandise creates movement and dimension while the natural flower cloud creates a contrast to the abstract scene. Bold lighting brings focus to the central action. Bahne Regina, Denmark Homage to Monet is the perfect setting to promote this line of Mariefleu porcelain. This fantasy window transports the viewer to Giverny France, where products emerge from a tabletop garden. The dress form adorned in florals reminds us of a muse, as the merchandise serves as an art form, popping off the canvas. PREMIUM HOME, Poland

A call to action raises awareness about a cause and is an excellent technique to connect with your customers. There is a shopper who will become your customer because your values align with their values. The scale and alignment of the poster have outstanding balance in the window. See how the lighting focuses your attention on the cause and the merchandise. Culinarium, Spain

She uses the example of Terrain, a store in the United States, that is housed in an old car dealership. Working with the building’s smooth gray cement façade, the store chose to keep the industrial vibe. But they brought it to life with a colorful mix of recycled crates, flowers and greenery carefully arranged on the sidewalk and up the sides of the façade. On the inside, spatial design includes a combination of the store’s interior design, its product and service offerings, community gathering places and store experiences.

It may seem obvious, but Kong advises home-oriented retailers to make their stores’ interiors feel more like home. Some wonderful ways to do that include using furnishings as fixtures, incorporating greenery and flowers, and using pendant lighting. Furniture “softens, refines and warms up the shopping environment” and the use of pendant lighting adds an element of home while also lowering sight lines.

Kong highlights a number of popular techniques or themes in merchandising and design these days (see sidebar), but a few of note include whimsy, surprise, fantasy, nostalgia, call to action, current events and education.

“Window content makes fantastic social media,” notes Kong, both in terms of your own posts and those of shoppers and other passersby, which expands your store’s reach.

^ TOP: The two lion statues that frame the entrance of the Liberty of London are an iconic landmark for shoppers. Seasonal floral displays creatively incorporate a ladder and raw metal floral containers. This tiny outdoor shop is a beacon of inspiration and welcomes visitors at the entrance of the store.

Liberty of London, London, UK

^ MIDDLE: Wooden garden furniture serves as fixtures for this fall merchandising story. Notice how the plants frame the scene.

The industrial pendant light lowers the sight line making the merchandise the focal point. ^ TOP: Towering graphic banners with delightful imagery fill the storefront windows bringing attention to the stunning architecture of this landmark building. The banners frame the entrance and elevate the Home store experience.

TOC, Paris, France

^ BOTTOM: The repetition of vintage rolling pins contrasts a display of modern mixers in an array of colors. The playful neon signage evokes a humorous play on words reminding us to call out to consumers and make them smile.

^ TOP: Counter or café, it's proven that food services make a store a destination. Consumers will linger longer. The store becomes a meeting place and promotes a sense of community.

Paul French Gallery, Argentina

< TOP LEFT: An arrangement of recycled cans juxtaposes the bright green background. The strong diagonal of color directs the eye down to the merchandise. The graphics on the cans add to the window's vibrant style.

Fontana, Italy

< MIDDLE LEFT: A black and white striped food cart pops in this open back window. The cart celebrates and highlights a curated selection of sleek black merchandise. The cart and suitcases suggest an "On The Go" or traveling theme.

Props are the foundation of great windows; they establish a story while showcasing the merchandise.

Du Bruit dans la Maison, France

< BOTTOM LEFT: Brightly painted pink shelves make you stop and admire seasonal vases and bowls.

The floral arrangement pops to break the symmetry of similar shapes and colors of merchandise.

The pink shelves and the florals add an element of surprise to the shopping experience.

Terrain, Connecticut, USA

ABSTRACT MIX – This technique challenges us both as designers and viewers. Think of this approach as “drawing outside the lines,” says Kong. COLOR – Color can open up very tight spaces. It also can draw shoppers to the back of a store. MONOCHROMATIC – A monochromatic motif “actually has the power to stop the eye,” says Kong. “It causes the eye to search around for differences.” TEXTURE – Think of texture both in terms of the actual products presented and the visual texture of how the products are displayed. CALL TO ACTION – Social responsibility is big these days. “There’s a shopper out there who will choose to shop with you because you share their values,” says Kong. MUSEUM – This type of display is set in the real world, but it also reflects back in time with historical references. SURPRISE – A surprise can come from an unusual product itself, a unique display or a visually surprising element like a different category of merchandise breaking up a row of shelves lined with like items. FANTASY – Fantasy takes us away from the real world. It’s a good approach for windows, which are meant to be a form of theater. CURRENT EVENTS – You can show you’re in touch with consumers’ lives by incorporating current events into your displays or design. SURREALISM – This approach borders on the abstract or absurd. It may incorporate a touch of mystery or mimic a movie set design. LIFESTYLE – Each piece of merchandise is carefully placed in these displays. These aspirational scenes depict a curated style to visually connect with the consumer, such as mid-century, country, boho or coastal. MINIMALISM – Less is sometimes more, this is typically a one-item display. A sparse display emphasizes the merchandise or one visual message. JUXTAPOSITION – The use of visual contrast draws people in, whether it has to do with color, other design elements or products. TAG LINES – Everyone likes a clever catch phrase, and inspirational buzzwords like “Believe” have been especially popular in the last few years. WHIMSY – We’re all looking for a bit of playfulness these days. Whimsical phrases, characters, or motifs are an effective way to tap into that. NOSTALGIA – Nostalgia is running rampant in our post-pandemic lives. Vintage is especially popular with younger generations today. EDUCATION – “Sometimes we forget we have this superpower as merchandisers,” says Kong. Shoppers will appreciate you freely sharing your knowledge and expertise. GRAPHICS – Colorful or well-designed graphics can set the stage for your products.