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Designing for Emotions

Explores engaging retail practices, innovations and emerging trends that emotionally connect with the customer.
Presented at the 'No Channels' event in Helsinki, Finland by James Farnell, International President of the Retail Design Institute; Creative Director, Brand Experience Studio, Little.
Organizer: Finnish Commerce Federation, Roger Studio.
Social Media: #kaupannochannels
Event website: http://kauppa.fi/k/nochannels
@kauppafi @RogerStudioOy @microsoft

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Designing for Emotions

  1. 1. EMOTIONS ENGAGING RETAIL PRACTICES, INNOVATIONS AND EMERGING TRENDS THAT EMOTIONALLY CONNECT WITH THE CUSTOMER DESIGNING FOR
  2. 2. www.retaildesigninstitute.org 7Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 We are the retail industry's creative professionals, founded in 1961 as a collaborative community where ideas, knowledge and passion are shared to fulfill the fast-paced planning and design needs of retail.
  3. 3. www.retaildesigninstitute.org 8Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 EVENTS • Chapter Events 100+ • International Awards Gala • Collaborate • Accreditation (RDI) • Career Building • Networking • Education & Market Intelligence • Competitions & Awards 14+ CHAPTERS Atlanta | Southeast · Chicago · Hong Kong · Madrid | Barcelona · Minneapolis | St.Paul · New England · New York · Northern California · Ohio · Pacific Northwest · Sao Paulo · Southern California · St Louis · Toronto Diverse membership of design professionals, trade representatives, students of design, the media & other industry leaders. BENEFITS
  4. 4. www.retaildesigninstitute.org 9Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Silver Sponsors Bronze Sponsor
  5. 5. WWW.LITTLEONLINE.COM 10LITTLE CREDENTIALS PRESENTATION TO KESKO 01-18-16 © LITTLE 2016 CHARLOTTE DURHAM ORLANDO WASHINGTON, DC LOS ANGELES BEIJING 350PEOPLE IN SIX INTERNATIONAL LOCATIONS FOUNDED 1964 Little are recognized for developing exceptional design solutions that deliver RESULTS BEYOND ARCHITECTURE in the workplace, community, healthcare and retail industries. SERVICES: ARCHITECTURE, INTERIOR ARCHITECTURE, ENGINEERING, SUSTAINABLE DESIGN, BRAND DESIGN & COMMUNICATION, PLANNING & LAND DEVELOPMENT, DIGITAL MEDIA, AND CAFM & OCCUPANCY STRATEGIES WORKPLACE COMMUNITY HEALTHCARE RETAIL CONSULTING SPECILATIES
  6. 6. WWW.LITTLEONLINE.COM 11LITTLE CREDENTIALS PRESENTATION TO KESKO 01-18-16 © LITTLE 2016 STRATEGY Navigating the path to purchase through strategic brand services and experience mapping to create loyal customers. BEHAVIOR Tapping into the most valuable real estate in the world that resides in the hearts and minds of your customer. INSIGHTS Trends, insights, processes and emerging technologies creatively focused on creating unique results. BREAKTHROUGH IDEAS FOR A BETTER FUTURE BRAND EXPERIENCE STUDIO BRANDEXPERIENCESTUDIO BREAKTHROUGHIDEASTHATCREATEUNIQUEEXPERIENCES RESULTS BEYOND ARCHITECTURE
  7. 7. www.retaildesigninstitute.org 12Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016
  8. 8. www.retaildesigninstitute.org 13Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 This session will identify emerging global retail trends, referencing benchmark projects seeking to connect with customers’ emotions. 

  9. 9. H Y P E R C O N N E C T E D
  10. 10. 40% 40% 10%EXHIBIT ADDICTIVE TENDENCIES BECOME AGITATED WHEN SERVICES ARE TEMPORARILY UNAVAILABLE LIABLE TO PHYSICALLY ASSAULT MACHINERY H U M A N B E H A V I O R & M O B I L E D E V I C E S
  11. 11. H Y P E R D I S T R A C T E D
  12. 12. R E : H U M A N I Z E Emotion creates engagement. Engagement drives the purchase.
  13. 13. www.retaildesigninstitute.org 19Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 The Culture of Craft Tanner, 1308 W Burnside St, Portland, OR 97209 Shinola, 415 SW 13th Ave, Portland, OR 97205 Aesop, 1300 W Burnside St, Portland, OR 97209
  14. 14. www.retaildesigninstitute.org 20Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Explore ways to 
 implement change. To stay fresh in front of the customer and to maintain momentum in a rapidly changing world.
  15. 15. R E : T H I N K
  16. 16. U N I Q U E E X P E R I E N C E S
  17. 17. F L E X I B L E S P A C E S
  18. 18. R E L E V A N T T E C H N O L O G Y
  19. 19. “ C o m p u t e r s a n d s m a r t d e v i c e s a r e a m o n g t h e g r e a t e s t i n t e l l e c t u a l g i f t s e v e r c r e a t e d f o r m a n , b u t i f n o t b a l a n c e d w i t h h u m a n c o n t a c t , m a y o f f e r l i t t l e t o d e v e l o p o n e s h e a r t . ” A N G E L A A H R E N D T S - H E A D O F R E T A I L , A P P L E
  20. 20. B A K E R T W E E T
  21. 21. M E A N I N G E x p e r i e n c e s f o r g e m e a n i n g f u l c o n n e c t i o n s b e t w e e n s h o p p e r s & b r a n d s . T r a n s c e n d t r a n s a c t i o n t h r o u g h s t o r y t e l l i n g a n d c o n t e x t .
  22. 22. Se·mi·ot·ics Customers want a story. They are searching for meaning and greater depth to brands or products they choose.
  23. 23. www.retaildesigninstitute.org 31Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Shinola New York, United States
  24. 24. www.retaildesigninstitute.org 32Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Emotion Tapping Designers and academics are exploring emotion in design in a more methodical and considered manner.
  25. 25. 1973 2013 M O M E N T S T h e i d e a w a s t o a p p e a l t o t h e e m o t i o n s o f h o w f u n a b i k e w a s a n d i s t o r i d e , , , I t ' s n o t a b o u t s w e a t i n g a n d e x e r c i s i n g . I t ’ s a b o u t s o c i a l i z i n g & t h e f r e e d o m i t r e p r e s e n t s , ” S h i m a n o s a i d . 1973
  26. 26. Idea5 Enriched Disruptive Sensory Personal Social
  27. 27. www.retaildesigninstitute.org 36Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Enriched A growing appetite for retail with a more culturally enriching, harder-to-come-by, experiential accent. Customers want an authentic story - they are searching for meaning and greater depth to brands and a curated product selection.
  28. 28. www.retaildesigninstitute.org 37Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Muji New York, United StatesEnriched
  29. 29. www.retaildesigninstitute.org 38Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Toms Shoes Cafe & Store Multiple LocationsEnriched
  30. 30. www.retaildesigninstitute.org 40Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Hardline Specialty Store - Beauty | Merit Caudalie Washington, United States
  31. 31. www.retaildesigninstitute.org 41Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Enriched Nixon New York, United States
  32. 32. www.retaildesigninstitute.org 42Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Personal To create a meaningful relationship with your customer we need to engage with them on a personal level - making your offer feel tailor made for each of them. Brands are transforming their stores from selling spaces into creative hubs.
  33. 33. www.retaildesigninstitute.org 43Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Stance New York, United StatesPersonal
  34. 34. www.retaildesigninstitute.org 44Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Nudie Repair Shop New York, United StatesPersonal
  35. 35. www.retaildesigninstitute.org 45Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Kit & Ace New York, United StatesPersonal
  36. 36. www.retaildesigninstitute.org 46Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 M.A.C. Makeup Studio New York, United StatesPersonal
  37. 37. www.retaildesigninstitute.org 47Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Polo Ralph Lauren, New York, United StatesPersonal
  38. 38. www.retaildesigninstitute.org 49Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Social The physical store remains a key for experiential, communal brand experiences – spurring sales across other channels. Offering a localized experience for staff & customers providing a sense of ownership and belonging in the neighborhood.
  39. 39. www.retaildesigninstitute.org 50Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Social Normal New York, United States
  40. 40. www.retaildesigninstitute.org 51Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Social Credo by Little Orlando, United States
  41. 41. www.retaildesigninstitute.org 52Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Large Format Specialty Store | First Place Innovations Award Leroy Merlin Le Havre, France
  42. 42. www.retaildesigninstitute.org 53Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Primark Philadelphia, United StatesSoftline Specialty Store | First Place Innovations Award
  43. 43. www.retaildesigninstitute.org 54Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Salu·to·genics Focusing on factors that support human health and well-being in buildings that lead to a positive outcome.
  44. 44. www.retaildesigninstitute.org 55Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Salutogenics Symantec Corporate Campus by Little Mountain View, Northern California
  45. 45. www.retaildesigninstitute.org 56Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 A transformation of the retail journey, slow stores will offer an antidote to many consumers’ hyper-connected, over-stimulated lives.
  46. 46. www.retaildesigninstitute.org 57Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Slow Beauty Brands Kansas City, United States Tokyo Bike, 1 Prince St, New York, NY 10012. 152 Elizabeth Street by Tadao Ando, 152 Elizabeth Street, New York, NY 10012.
  47. 47. www.retaildesigninstitute.org 58Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Sensory Focused towards tangible, real experiences and engaging your senses. These stores are opportunities to feel the brand as much as you see it. Taking the experience from selling to seduction.
  48. 48. www.retaildesigninstitute.org 59Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Sensory Bunulu Florida, United States
  49. 49. www.retaildesigninstitute.org 60Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Sensory Hunter Regent St, London, United Kingdom
  50. 50. www.retaildesigninstitute.org 61Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Kikki.K, London United KingdomTemp And Common Area Retail | Merit Innovations Award
  51. 51. www.retaildesigninstitute.org 62Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Sensory Mast Bros Chocolates, 111 N 3rd St, Brooklyn, NY 11211. Pirch Atlanta, United States
  52. 52. www.retaildesigninstitute.org 64Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Kasa Moto Toronto, Canada Feit, 11 Greenwich Ave, New York, NY 10014. Galleria Melissa, 102 Greene St, New York, NY 10012. Sensory
  53. 53. www.retaildesigninstitute.org 65Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Innovation Awards | Materials PNC Ginger Branch Philadelphia, United States
  54. 54. Fogg Behavior Model Triggers succeed here Triggers succeed here Triggers fail here Low Motivation High Motivation Hard to Do Easy to DoAbility Motivation
  55. 55. www.retaildesigninstitute.org 68Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Disruptive Seeking the attention of customers by disrupting their journey. Offering shoppers unexpected delight through powerful digital signage, an engaging scent, contrasting color, humor or bold architectural forms - to be memorable.
  56. 56. www.retaildesigninstitute.org 69Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Disruptive Kith Brooklyn, New York, United States
  57. 57. www.retaildesigninstitute.org 70Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Gentle Monster, Busan, Korea (shown above). 79 Grand Street, New York (recently opened). Busan Flagship Store 78-1, Gwangbok-Ro, Jung-Gu, Korea The Kitchen (Pop-Up) Sins Gansu-Gil, Seoul, Korea Disruptive Gentle Monster Korea & United States
  58. 58. www.retaildesigninstitute.org 71Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Disruptive Samsung 837 New York, United States
  59. 59. www.retaildesigninstitute.org 73Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Hardline Specialty Store | First Place Jins San Francisco, United States
  60. 60. www.retaildesigninstitute.org 74Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Innovation Awards | Technology Eatsa Los Angeles (Left) & San Francisco, United States
  61. 61. www.retaildesigninstitute.org 75Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 A growing appetite for retail with a more culturally enriching, harder-to-come-by, experiential accent. Customers want an authentic story - they are searching for meaning and greater depth to brands and a curated product selection. Enriched Seeking the attention of customers by disrupting their journey. Offering shoppers unexpected delight through powerful digital signage, an engaging scent, contrasting color, humor or bold architectural forms - to be memorable. Disruptive Focused towards tangible, real experiences and engaging your senses. These stores are opportunities to feel the brand as much as you see it. Taking the experience from selling to seduction. Sensory To create a meaningful relationship with your customer we need to engage with then on a personal level - making your offer feel tailor made for each of them. Brands are transforming their stores from selling spaces into creative hubs. Personal The physical store remains a key for experiential, communal brand experiences – spurring sales across other channels. Offering a localized experience for staff & customers providing a sense of ownership and belonging in the neighborhood. Social
  62. 62. www.retaildesigninstitute.org 77Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Temp And Common Area Retail | First Place | Store Of The Year WithMe Chicago, United States
  63. 63. www.retaildesigninstitute.org 78Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Temp And Common Area Retail | First Place | Store Of The Year WithMe Chicago, United States
  64. 64. www.retaildesigninstitute.org 79Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Temp And Common Area Retail | First Place | Store Of The Year WithMe Chicago, United States
  65. 65. www.retaildesigninstitute.org 80Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Temp And Common Area Retail | First Place | Store Of The Year WithMe Chicago, United States
  66. 66. www.retaildesigninstitute.org 81Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Temp And Common Area Retail | First Place | Store Of The Year WithMe Chicago, United States
  67. 67. www.retaildesigninstitute.org 82Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Temp And Common Area Retail | First Place | Store Of The Year WithMe Chicago, United States
  68. 68. www.retaildesigninstitute.org 83Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Temp And Common Area Retail | First Place | Store Of The Year WithMe Chicago, United States
  69. 69. www.retaildesigninstitute.org 84Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Temp And Common Area Retail | First Place | Store Of The Year WithMe Chicago, United States
  70. 70. Seek solutions by looking at problems differently with a willingness to change the game through alternative technologies & processes
  71. 71. www.retaildesigninstitute.org 86Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Design Hacks & Intelligent Mash-ups IKEA + IDEO + Lund University + Eindhoven University of Technology
  72. 72. WWW.LITTLEONLINE.COM 87DESIGN PRESENTATION | LEADERSHIP MEETING 04.18.16 © LITTLE 2016 Design for event based happenings influenced by the internet of things calling for more adaptive architecture
  73. 73. WWW.LITTLEONLINE.COM 88DESIGN PRESENTATION | LEADERSHIP MEETING 04.18.16 © LITTLE 2016 WithMe Chicago, United States Target OpenHouse San Francisco
  74. 74. WWW.LITTLEONLINE.COM 89DESIGN PRESENTATION | LEADERSHIP MEETING 04.18.16 © LITTLE 2016 Your retail portfolio will need to include an array of physical & non-physical diverse formats
  75. 75. WWW.LITTLEONLINE.COM 90DESIGN PRESENTATION | LEADERSHIP MEETING 04.18.16 © LITTLE 2016 IKEA Space 10
  76. 76. www.retaildesigninstitute.org 91Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 “One thing we share in common is our passion for design and the skill to craft memorable experiences. Join the Retail Industry’s leading body of creative professionals today!” Thank you.
  77. 77. www.retaildesigninstitute.org 92Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 The Institute is seeking to establish partnerships with sponsors who share this passion for promoting the advancement and collaborative practice of creating selling environments. Partnering with RDI
  78. 78. www.retaildesigninstitute.org 93Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 After a year of development, the design team created a modern and luxurious new store environment for David Jones, Australia’s most iconic department store. The materials and textures used are more expressive and experimental. Full-line Department Store | First Place David Jones, Ringwood, Australia A credit union’s new store design at Marché Central addresses the needs and financial projects of any target clientele. Guided by brand standards, the designers created a welcoming, bright, open and transparent space built around “projects”. Financial Services | First Place Des Jardins, Montreal, Canada The design team took Quizno’s brand promise of high-quality ingredients and hot-crafted flavors to a new level with inherently authentic materials and a bold palette were supported by highly considered details that reinforce the catalytic power of heat. Quick Service Restaurant (QSR) | Merit Quiznos Grill, Denver, United States The strategy for this prototype was to create a forward thinking Raymond Ready-to-Wear Retail Concept that is a modern and tech enabled and provides inspiration, unique styling services and a comfortable hospitality experience. Softline Specialty Store | First Place Raymond Ready-to-Wear, India The store was designed to be showroom for technology updates where it could demonstrate the continued technology evolution in peoples' lives, minimizing contact barriers and preparing consumers for the future. Hardline Specialty Store | Merit Ponto Frio Premium, Sao Paulo, Brazil Located in a neighborhood that's definitely not known for its fashion and is arguably the epitome of the high-end boutique. It's seven floors, and carries everything from Supreme tee shirts to custom Prada. Shop in Full/ Specialty Dept | First Place Hudson Bay, Queen St, Toronto, Canada This beloved student hangout at Concordia University was overdue for a makeover. The design team delivered an elegant aesthetic by way of simple, effective and mostly low-cost options creating an inviting, warm and welcoming space. Casual Restaurant & Bar | First Place Reggie’s Bar, Montreal, Canada The goal was to create a space to best communicate the Brand attributes of Quality, Heritage, and craftsmanship, through environmental, fixture, and furniture design, calling to mind the FRYE brand aesthetic. Specialty Store - Shoes | First Place The Frye Company, Atlanta, United States Stores of the Year 2015-2016…
  79. 79. www.retaildesigninstitute.org 94Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 SOY 21 | Available NOW… …in Hardback & Digital
  80. 80. www.retaildesigninstitute.org 95Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Sharing Other Presentations: slideshare.net/retaildesigninstitute ‘FutureShock’ on Vimeo ‘Little in Motion’ https://vimeo.com/76868378 James Farnell, International President jfarnell@retaildesigninstitute.org Twitter @Farnell James Instagram @James Farnell www.retaildesigninstitute.org
  81. 81. www.retaildesigninstitute.org

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  • kapricorn

    Jun. 14, 2016
  • chloebregman

    Dec. 6, 2016

Explores engaging retail practices, innovations and emerging trends that emotionally connect with the customer. Presented at the 'No Channels' event in Helsinki, Finland by James Farnell, International President of the Retail Design Institute; Creative Director, Brand Experience Studio, Little. Organizer: Finnish Commerce Federation, Roger Studio. Social Media: #kaupannochannels Event website: http://kauppa.fi/k/nochannels @kauppafi @RogerStudioOy @microsoft

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