What makes a Destination?

SPEAKER: JAMES FARNELL,RDI INTERNATIONAL PRESIDENT, RETAIL DESIGN INSTITUTE; CREATIVE DIRECTOR, BRAND EXPERIENCE STUDIO, LITTLE INRETAIL SUMMIT, DUBAI, JUNE 2016 WHAT MAKES A How designers and retailers can harness the power of design to differentiate their offer through engaging with customers in more meaningful ways.

www.retaildesigninstitute.org 2What Makes a Destination? © 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.

www.retaildesigninstitute.org 3What Makes a Destination? © 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

www.retaildesigninstitute.org 4What Makes a Destination? © Retail Design Institute 2016 Silver Sponsors Bronze Sponsor

www.retaildesigninstitute.org 5What Makes a Destination? © Retail Design Institute 2016 What makes a destination?

www.retaildesigninstitute.org 6What Makes a Destination? © Retail Design Institute 2016

www.retaildesigninstitute.org 7What Makes a Destination? © Retail Design Institute 2016 It is becoming more difficult to differentiate and to increase customer loyalty. The ultimate differentiator is experience.

www.retaildesigninstitute.org 8What Makes a Destination? © Retail Design Institute 2016 Today customers have an ever increasing number of touchpoints to engage a brand, its products and services. The number of brand touchpoints have increased exponentially over the past two decades. The pressures of our “all on, all the time” society has increased our need for value, not just in the goods and services we purchase but also in the quality of interactions, and experiences we have. Customers have a sense of entitlement and they are willing to pay a premium for better service. Brands are investing and improving the customer experience not only to secure a positive brand perception but also to elicit new customers and opens the doors to ad- ditional revenue opportunities. OMNI- EXPERIENCE SMART MOBILES PRINT MEDIA EXPERIENCE CENTERS SHOP IN SHOP IN-STORE DIGITAL SOCIAL MEDIA PHYSICAL STOREONLINE RETAIL © LITTLE 2016

www.retaildesigninstitute.org 9What Makes a Destination? © Retail Design Institute 2016 The flagship store is a showcase for the brand. Unlike other stores, the primary purpose of a flagship is to make a differentiating statement about it’s aspirations.

www.retaildesigninstitute.org 10What Makes a Destination? © Retail Design Institute 2016 Starbucks ‘Reserve Roastery and Tasting Room Seattle, United States

www.retaildesigninstitute.org 11Trendcast 2016 © Retail Design Institute 2016 Apple Store Union Sq, San Francisco, United States

www.retaildesigninstitute.org 12What Makes a Destination? © Retail Design Institute 2016 How can you develop a meaningful relationship with your customer by engaging their senses to create an emotional connection with your brand?

Social The physical store remains a key platform for experiential, communal brand experiences – spurring sales across other channels.

www.retaildesigninstitute.org 14What Makes a Destination? © Retail Design Institute 2016 Samsung 837 New York, United States

Localized Providing local staff & customers with a sense of ownership and belonging.

PORTLAND NEW YORK PARIS SINGAPORE KYOTO KOREA

Storytelling / Educational Creating an emotional connection with the customer

Relevant Brands must go to the customer, and learn to wrap the experience around them.

www.retaildesigninstitute.org 19What Makes a Destination? © Retail Design Institute 2016 True Runner Pittsburgh, United States

Engaging Stores that are experiential, provocative…taking the experience from selling to seduction through engaging the senses.

www.retaildesigninstitute.org 21What Makes a Destination? © Retail Design Institute 2016 Beauty Brands, 182 Elizabeth by Tadao Ando & Tokyo Bike United States

3C's Content Context Community

Content How can you foster a desire for customers to experience your product or service?

www.retaildesigninstitute.org 24What Makes a Destination? © Retail Design Institute 2016 Content Nixon New York, United States

www.retaildesigninstitute.org 25What Makes a Destination? © Retail Design Institute 2016 Shinola New York, United StatesContent

MOVIE CLIP 37SECS ‘REEBOK ‘LOCAL INK’ HTTPS://WWW.YOUTUBE.COM/WATCH?V=HL8IH-SFDT0

www.retaildesigninstitute.org 27What Makes a Destination? © Retail Design Institute 2016 Churchill ’s Butchers Sydney, AustraliaContent

www.retaildesigninstitute.org 28What Makes a Destination? © Retail Design Institute 2016 Muji New York, United StatesContent

www.retaildesigninstitute.org 29What Makes a Destination? © Retail Design Institute 2016 Kikki.K London, United KingdomContent

Context Where your customers engage with your brand is equally important as how they engage with you.

www.retaildesigninstitute.org 31What Makes a Destination? © Retail Design Institute 2016 The Apartment by the Line New York, United StatesContext

www.retaildesigninstitute.org 32Trendcast 2016 | Designing for Emotion © Retail Design Institute 2016 Hunter Regent St, London, United KingdomContext

www.retaildesigninstitute.org 33What Makes a Destination? © Retail Design Institute 2016 Symantec Corporate Campus by Little Mountain View, Northern CaliforniaContext

www.retaildesigninstitute.org 34What Makes a Destination? © Retail Design Institute 2016 Nudie Repair Shop New York, United StatesContext

www.retaildesigninstitute.org 35What Makes a Destination? © Retail Design Institute 2016 Context Leroy Merlin Le Havre, France

www.retaildesigninstitute.org 36What Makes a Destination? © Retail Design Institute 2016 Toms Shoes Cafe & Store Multiple LocationsContext

Community Participating in the local community is key to developing a more intimate relationship with the customer.

www.retaildesigninstitute.org 38What Makes a Destination? © Retail Design Institute 2016 Space Ninety 8 by Urban Outfitters Brooklyn, United StatesCommunity

www.retaildesigninstitute.org 39What Makes a Destination? © Retail Design Institute 2016 Credo by Little Orlando, United StatesCommunity

www.retaildesigninstitute.org 40What Makes a Destination? © Retail Design Institute 2016 Kit & Ace New York, United StatesCommunity

www.retaildesigninstitute.org 41What Makes a Destination? © Retail Design Institute 2016 Bunulu by Little Florida, United StatesCommunity

www.retaildesigninstitute.org 42What Makes a Destination? © Retail Design Institute 2016 Tanner Goods, Aesop & Shinola Portland, United StatesCommunity

What makes a destination?

www.retaildesigninstitute.org 44What Makes a Destination? © Retail Design Institute 2016 Target Open House San Francisco, United States

www.retaildesigninstitute.org 45What Makes a Destination? © 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.

www.retaildesigninstitute.org 46What Makes a Destination? © Retail Design Institute 2016 Your retail portfolio will need to include an array of physical & non-physical diverse formats

www.retaildesigninstitute.org 48What Makes a Destination? © Retail Design Institute 2016 Seek solutions by looking at problems differently with a willingness to change the game through alternative technologies & processes

www.retaildesigninstitute.org 49What Makes a Destination? © Retail Design Institute 2016 Design Hacks & Intelligent Mash-ups IKEA + IDEO + Lund University + Eindhoven University of Technology

www.retaildesigninstitute.org 50What Makes a Destination? © 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.

www.retaildesigninstitute.org 51What Makes a Destination? © 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

www.retaildesigninstitute.org 52What Makes a Destination? © 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…

www.retaildesigninstitute.org 53What Makes a Destination? © Retail Design Institute 2016 SOY 21 | Available NOW… …in Hardback & Digital

www.retaildesigninstitute.org 54What Makes a Destination? © Retail Design Institute 2016 Sharing slideshare.net/retaildesigninstitute James Farnell, International President jfarnell@retaildesigninstitute.org Twitter @Farnell James Instagram @James Farnell www.retaildesigninstitute.org

Sources & Acknowledgements: Retail Design Institute’s 44th International Store Design Competition, Racked NY, B&N Industries Report, Stylus, WWD, VM&SD, Wallpaper, Monocle. Presented by the Retail Design Institute retaildesigninstitute.org & content provided by Little littleonline.com