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THE NEW-BUILD PROTOTYPE


RETAIL


CO-AUTHORED BY 


CARLOTTA DOVE (CONSUMER EXPERIENCE DIRECTOR, RETAIL),


RON SINGLER, (PRINCIPAL & CREATIVE DIRECTOR, RETAIL) &


SCOTT MCCAGE (SENIOR ACCOUNT DIRECTOR, RETAIL)





The retail industry continues its fundamental shift towards creating highly
immersive brand experiences that speak to consumer lifestyle, aspirations, and
cost objectives for like-minded communities. Bespoke but adaptable retail
environments aim to connect consumers with brand yet respond to an ever-changing
buyers’ market. But many retailers in pursuit of new opportunities to realize
their vision of the consumer encounter are now looking at scalable new-build
prototypes designed to comprehensively heighten the brand experience and
leverage the power of base-building construction.


THE IMPACTFUL PROTOTYPE

The retail prototype, be it a new build from the ground up or the redesign of an
existing location focuses on establishing a consistent, in-depth connection
between consumer and brand persona that is flexible and customizable for a
multiplicity of differing communities and regions. These new on-brand spaces
shape the customer experience.

For a ground-up project that experience starts at first glimpse of the site
exterior, which begs the question: What should the building exterior convey?
What will the arrival experience look and feel like? How will the front-of-house
immediately immerse the customer in the brand yet provide the anticipated
convenient functionality? Answers to these questions will affect the exterior
architecture, which must suggest a compelling interior true to consumer-desired
touchpoints.

Conceptual retail banking model adaptable to region with local landscaping and
exterior ATM placement.

A penetrating understanding of client business objectives and brand and consumer
needs and expectations, as well as regional differences and local culture,
constitute the why behind every architectural and design decision. Furthermore,
in the case of a new build, every detail from creating the brand encounter to
ensuring retailer productivity to environmental stewardship (e.g., water and
energy reduction, temperature control, landscaping, etc.), including the use of
local materials and design elements for interior and exterior, must be
considered. Challenging the status quo is essential to tell the retailer’s story
to differing cultures and regions, bringing the brand to life in innovative and
unexpected ways.


HOW FAST AND HOW MUCH?

This overall approach applies to any retail enterprise, and in some instances, a
prototype may be designed within the parameters of a very short timeline. In the
world of quick service restaurants, for example, where speed, efficiency, and
value engineering are key, within ten months we recently completed a ground-up
prototype design for a well-known brand. The new design supports brand,
efficiency, and meets budget, reducing construction costs by 25-30% compared to
the former design.

Standout features of this new environment are dedicated circulation paths for
customers and app-based delivery services. With the current emphasis on seamless
online-to-offline integration, intuitive pathways both enhance the in-restaurant
experience and efficiently manage app-based orders and deliveries.

Conceptual layouts exploring different consumer entry experiences from smaller,
modular layouts to drive-through-led experiences and community patio marketplace
exteriors allowed the client to streamline decisions.

Conceptual model for a fast-food enterprise illustrating patio dining.


FINAL THOUGHTS

As the realities and agendas of consumers, enterprises, and communities rapidly
evolve in complexity demanding innovative thought and action, re-envisioning the
opportunities for retailers presented by a new build raises attractive
possibilities. Strategists, designers, and architects with the ability to
positively influence the way people engage with the built environment are
optimally positioned to partner with clients and create immersive environments
that extend brand, provide savings, and inspire the all-important consumer
loyalty.

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Contact Me


CARLOTTA DOVE


DIRECTOR OF CONSUMER EXPERIENCE AND HEAD OF HUMANX, RETAIL

Carlotta is the Director of Consumer Experience at IA’s Retail Studio and has
over 8 years of experience working with brands on both retail and workplace
projects. She heads up the HumanX lab, a research initiative deep-diving into
societal trends impacting retail brands. As a psychologist, Carlotta is
passionate about transforming the way we work, play and live through
human-centric strategy and design ideation. Carlotta graduated from the
University of Göttingen with a Master’s Degree in Research and Neuropsychology.

Contact Me


RON SINGLER


PRINCIPAL & CREATIVE DIRECTOR, RETAIL

Ron Singler is leader in global retail design with over 25 years of experience
across a gamut of retail categories from interior and exterior design for major
department stores to specialty retail clients and long-term relationships with
brands including Williams Sonoma, Nike, and Target. Stirred by the art of the
experience and the intent to inspire customers through visual mediums, Singler
had directed, designed, and delivered micro to macro retail environments in the
US, Mexico, and Middle East. He sits in IA’s Seattle studio.

Contact Me


SCOTT MCCAGE, RDI, LEED AP BD+C


SENIOR ACCOUNT DIRECTOR, RETAIL

With over 30 years of experience in the design and management of retail,
commercial architecture, and interiors projects for global clients in the
financial, retail, and entertainment sectors here and in Europe and Asia, McCage
successfully delivers simultaneous projects on time and budget across multiple
accounts and project types. Expert in developing and implementing new processes
and standards, he adapts quickly to changing environments.

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