e-spaces

In the rush to tap into the current surge in popularity of online shopping, retailers should keep in mind that the future of retailing will not solely be delivered in RGB pixels. The consumer is fickle and, when all is said and done, will continue to search out and patronize those brands that stimulate and broaden horizons, as well as provide the desired merchandise, says David Abrahamse of Algoran. The retail environment is still the only place where the brand has complete control over the delivered experience. And, if approached correctly, it can be utilized as an effective and worthwhile portal directly to the essence of the brand message. The opportunities for adding value through sensory exploration and interactive human communication (otherwise known as instore customer service) make the store a powerful and indispensable tool for developing the much-coveted conversation between brand and consumer.

As recommended by David Abrahamse of Algoran – The following examples indicate a future where the store becomes a true brand ambassador – representing the brand’s views and aspirations through sharing a deeper level of insight and providing an enhanced, educational and therefore stimulating experience. Each case study goes some way towards illustrating that – for brands with the vision to create an instore presence delivering added value in terms of education, entertainment and experience – the future of the physical store is safe.

Epicenter / US /

This concept combines the convenience of online and catalogue shopping with the benefit of ‘try before you buy’. Housed in the former department stores, each ‘interactive bazaar’ boasts a variety of changeable ‘pop-up’ stores, giving a physical presence to online retailers in a hi-tech environment. While browsing, customers create shopping lists on PDA-style scanning devices, pay at the checkout and goods are delivered to their door / Design: Walker Group (www.wgcni.com)

Le Rendez-Vous Toyota / Paris /

This new European flagship is a non-commercial venture, enabling visitors to experience the most forward-looking aspects of the brand. The interior design combines advanced technology with economy of energy – key values for the Japanese carmaker. A number of visitor experience zones have been developed around the brand tagline ‘Today, Tomorrow, Toyota’, allowing customers to understand the brand philosophy and view new product innovations before launch / Design: Ora-Ito (www.ora-ito.com)

Honda Scooters / London /

Honda’s desire for this proposed chain of city centre scooter shops is to develop a singular voice for the brand, through the line. The store interiors embody the brand’s global communications tagline and approach to automotive manufacture, ‘Welcome to Optimism’. The design explores the visual elements of the urban context for scooters, refining, filtering and abstracting these features through the ‘Honda lens’ to create a bright, positive outlook / Design: jump Studios (www.jump-studios.com)

Galleria Illy / New York /

This temporary educational venture lasting four months combined the brand’s passion for fine coffee with an interest in art, architecture, design, science, literature and music. Customers made their own espressos, browsed a library of cultural and coffee-related titles, and attended events in a classroom space on topics such as sustainable coffee production. A product room allowed visitors to order Illy coffee and merchandise from the website / www.illyusa.com/galleria

Porsche Design / Tokyo /

This accessories store combines Italian style with hi-tech presentation to reflect Porsche Design’s message – ‘Engineers of Luxury’. The ‘gate to the future’ concept allows visitors to place items on a ‘digital scan table’ (all items have ‘scan me’ tags). Information is then displayed on the table’s surface. Additional graphic detailing is featured on plasma screens around the store. This resource can also be accessed at night, via a touch-sensitive window / Design: Matteo Thun (www.matteothun.com) / Technology: KMS (www.kms-team.de)

Inspiration / Stockholm /

This new homewares retail offering aims to become consumers’ first choice for gift buying and encourages hands-on product exploration. The format is divided into ‘fast’ products displayed in easily navigated tables and ‘slower’ products at the back of the store, categorized around preparing, cooking and eating. Graphic-led information walls display seasonal tips and recommendations / Design: BAS Brand Identity (www.basbrandindentity.se)

GDR / Lucy Johnston is editor of the Global Innovation Report published by GDR Creative Intelligence, a London-based trend analysis consultancy specializing in retail, leisure and hospitality design / www.gdruk.com