INSIGHT
Exploring iconic destination stores worldwide
The evolution of retail: from shopping to experiential destinations
The post pandemic landscape has altered considerably with many brands recognising the role of own brand destination stores in reinforcing relationships with, and enticing, their customers.
Many leading international retailers, have adopted own brand store strategies in order to control their brand experiences, recognising the value of delivering customer experiences that are aligned with the brands' values and the potential risk of devaluing these experiences through third party multi brand store partnerships.
It has been clear that many multi brand stores, such as Matches, have experienced trading challenges as brands have moved towards creating their own destination stores where they can be confident of delivering the ultimate brand experience.
Oasis outdoor garden area at Matches, London
The characteristics of a destination store are defined by not only a clear expression of the brand's aesthetics, but also, in the best examples, of integrating other elements beyond traditional retail which elevates the customer desire to visit, dwell, and revisit, time and again.
For example the integration of hospitality into a destination store is a powerful way to extend the customer experience, and to create more unique, meaningful memories beyond traditional shopping. Similarly, hosting localised exhibitions can also be a powerful tool to increase dwell time.
This is the primary reason why brands such as Dior, Ralph Lauren, and Armani have adopted this integration of hospitality & exhibition strategy, which, on occasion, has been so successful as to have become destinations in their own right.
Dior in Lisbon, Portugal
Brand storytelling to create a unique destination store
We have worked with a number of brands, where our human-centred, design-focused approach has enhanced the brand experience and elevated customer engagement by exploring the opportunities to make the space a genuine destination store, a space which the brand's customers will seek out in their desire to know more, and get closer to the brand.
As part of this process we consider the role of brand storytelling, and how the brand narrative can be woven into the customer experience.
This can take the form of, for example, sharing stories of the craft and provenance behind the product, thereby ensuring that the store experience is playing a powerful role in elevating value perception of the product, and therefore the brand, making it feel more desirable, special, and unique.
Another dimension we explore, is the role of sensorial, not only in the tactility and materiality in the shop, but also the role of brand scent, a vital evoker of memory, and sound to create a more immersive, holistic, multi-sensory, experience.
The role of design in shaping destination stores
Crafting multifunctional spaces
Because we have a depth of understanding and experience in both retail and hospitality design we can advise clients in retail how to best integrate hospitality into their destination stores, and equally for hospitality clients, ensure that they employ retail thinking and merchandising to reinforce the expertise and speciality of their food offer, and promote add on retail sales in their hospitality space.
Caulder Moore's design philosophy
For example, for Caviar House, a long standing client for whom we have designed a number of airport sites, the integration of effective retail presentation has been vital in generating add on retail sales, especially for gifting.
Caviar House retail presentation at Heathrow Terminal 4
For Sweaty Betty, another example, for whom we designed their brand identity, and stores here in the UK and the USA, in their No 1 Carnaby Street lifestyle destination space, it created an opportunity to extend their brand world by 'buddying' up with brands such as Farm Girl for food in the cafe, Heart Core for the studio space, and Duck & Dry for blow dry’s. This brought together a series of collaborations with like-minded brands, that all helped to amplify the Sweaty Betty brand universe. A female centric space, for women, by women.
Farm Girl Cafe at Sweaty Betty Carnaby street
Duck and Dry Bar at Sweaty Betty Carnaby Street
For Fairfax & Favor, for whom we have designed 7 stores in the last 2 years, their VIP spaces have created an experience where customers feel special and valued.
Another way we have reinforced this destination status is to have something unique in each store which relates specifically to the cultural context of the location. In Stow-on-the-Wold in the Cotswolds we referenced inspiration from the much visited St Edwards Church nearby with its magical Yew tree entrance, thought to have inspired Tolkien's fantasy world, by layering in branches that evoked this iconic place.
Fairfax and Favor store in Stow-on-the-Wold inspired by a nearby church
Gallery areas in the Fairfax and Favor store in Bakewell
Defining destination stores or shopping malls
What makes a store a destination?
The characteristics that define a destination store are focused around what makes that retail store special, and what drives customers to perceive that location as an experience beyond the norm of just another shopping space, inspiring them to visit, and to search out that store as a must see. The features that a retailer can introduce include, in addition to those outlined above such as hospitality elements and VIP spaces, and location specific design features include additional services, such as repair or personalisation services, or limited edition pieces, exclusivity, and product only available in store.
It is our experience that creating the ultimate destination store lies with a retail company's appetite to explore and be open to new ideas and innovation, daring to be different from other retailers and having the courage to create new benchmarks that will set them apart from the competition. Iconic stores such as the Galeries Lafayette Champs-Élysées in Paris draws crowds not only because of their status and the global brands but because they include the whole package from hospitality to their avant-garde exhibitions.
Stunning entrance to the Galeries Lafayette Champs-Élysées
Taking inspiration from these iconic destination stores, our role is to inspire our retail client with concepts and ideas that achieve their strategic brand objectives. To entice and excite their existing customers, and intrigue new customers to engage with the brand, whether that is in the luxury, or more accessible levels of the market.
Iconic destination stores and their unique design features
Dior, Paris
One of the best examples we have visited recently is the Dior store in Paris. Albeit it hugely benefits from being adjacent to the location of their original atelier so that there is immediate relevance and resonance of powerful storytelling and a sense of place that brings the brand alive in an iconic location.
However, beyond this hugely advantageous starting point the company has integrated a number of different hospitality elements from a more accessibly garden cafe to a more formal restaurant.
The design and layout of the space creates a sense of discovery, encouraging and enticing customers around the space.
The key achievement however is that as a prestigious luxury brand they have made the experience accessible and welcoming whilst retaining the essential magic of Dior.
This experience reflects our own belief in the important of zoning spaces so that the sense of customer intrigue and curiosity is retained throughout the customer experience, and integrating special, brand aligned hospitality concepts.
Brand storytelling at Dior Cafe in the Paris flagship store
WOW Concept store, Madrid
Another great example is the WOW Concept department stores in Grand Via, Madrid. As per many store designs we have seen recently, it focuses in on a changing exhibition style appeal to attract customers and tourists alike.
Each floor has a themed design style with plenty of sculptural highlights dotted throughout the space. The store is one where customers will choose to wander and stay longer to explore each area and then share their discoveries with friends.
Iconic destination: WOW Concept Store in Madrid
Enhancing customer experience through design
Strategies to elevate shopping to an art form
The design of a destination store influences how the design and aesthetics will influence customer behaviour and shape customer expectations in a retail environment.
As we have seen there are characteristics and features that can make a retail store memorable and worthy of destination store status.
However, beyond these features already considered, there are other strategies to employ in encouraging dwell time. This could include interactive elements and play zones, such as co-creation features, for example, where customers can personalise their products.
Technology vs tactile engagement
Introducing technology can be a powerful way to entice and engage customers if it performs a clear purpose. For Hotter shoes in their digital first store experience we integrated technologies that explained not only the technical aspects of the footwear that expressed their key brand value of comfort but also reinforced the superior fit of the product.
Interactive projection mapping and integrated comfort hubs at Hotter Shoes, designed by Caulder Moore
These features, ones that actually reinforce a brand values can be achieved in simpler, tactile ways. For example, with Alpaso, a comfort store concept experience we designed in Spain, we introduced different floor surfaces to encourage consumers to try on the shoes and also reinforced the comfort feature of the footwear.
Alpaso shoe store interior design with varied floor surfaces to test out shoe comfort
Creating brand community spaces can be powerful in creating a greater sense of being up close and personal with a brand, and amplifying a sense of belonging, such as the Sweaty Betty example above, where we created a genuine brand community experience.
These design choices not only drive traffic, but increase dwell time and promote greater consumer loyalty.
The transformative power of design in retail
From our experience, taking the time from the beginning at the client briefing to explore ideas and possibilities that will deliver a true brand destination store is vital.
This is important because the bar has been raised, customer expectations of retail brand experiences have been heightened, and this trend will only accelerate as retailers seek out new ways of enticing customers and setting themselves apart in an ever competitive landscape.
Brands must always approach the creation of destination stores in a way that is true and authentic to their brand.
They must evaluate all the potential strategies of interactive technology, brand community, localisation, personalisation, exclusivity, and focus on those ideas that will resonate with their consumer, in ways that are brand aligned.
Equally, retailers should embrace the idea that consumers consistently want something new, they want to be something and delighted, they want to feel that the brands they love are innovative, creative, and devoted to continuing to reward their loyalty with new, memorable and exciting experiences.
Contact us below to explore how we can help you become a destination store.