Designing for Emotions

EMOTIONS
ENGAGING RETAIL PRACTICES, INNOVATIONS AND EMERGING
TRENDS THAT EMOTIONALLY CONNECT WITH THE CUSTOMER
DESIGNING FOR

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.

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

Silver Sponsors
Bronze Sponsor

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

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

This session will identify emerging global retail
trends, referencing benchmark projects
seeking to connect with customers’ emotions.

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

R E : H U M A N I Z E
Emotion creates engagement.
Engagement drives the purchase.

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

Explore ways to  
implement change. To stay fresh in front of
the customer and to maintain momentum in a
rapidly changing world.

U N I Q U E
E X P E R I E N C E S

R E L E V A N T
T E C H N O L O G Y

“ 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

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 .

Se·mi·ot·ics
Customers want a story. They are searching for meaning and
greater depth to brands or products they choose.

Shinola
New York, United States

Emotion Tapping
Designers and academics are exploring emotion in design in a
more methodical and considered manner.

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

Idea5
Enriched
Disruptive
Sensory
Personal
Social

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.

Muji
New York, United StatesEnriched

Toms Shoes Cafe & Store
Multiple LocationsEnriched

Hardline Specialty Store - Beauty | Merit
Caudalie
Washington, United States

Enriched
Nixon

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.

Stance
New York, United StatesPersonal

Nudie Repair Shop

Kit & Ace

M.A.C. Makeup Studio

Polo Ralph Lauren,

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.

Social
Normal

Social
Credo by Little
Orlando, United States

Large Format Specialty Store | First Place Innovations Award
Leroy Merlin
Le Havre, France

Primark
Philadelphia, United StatesSoftline Specialty Store | First Place Innovations Award

Salu·to·genics
Focusing on factors that support human health
and well-being in buildings that lead to a
positive outcome.

Salutogenics
Symantec Corporate Campus by Little
Mountain View, Northern California

A transformation of the retail journey,
slow stores will offer an antidote to many
consumers’ hyper-connected, over-stimulated lives.

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.

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.

Sensory
Bunulu
Florida, United States

Sensory
Hunter
Regent St, London, United Kingdom

Kikki.K, London
United KingdomTemp And Common Area Retail | Merit Innovations Award

Sensory
Mast Bros Chocolates,
111 N 3rd St, Brooklyn, NY 11211.
Pirch
Atlanta, United States

Kasa Moto
Toronto, Canada
Feit,
11 Greenwich Ave, New York, NY 10014.
Galleria Melissa,
102 Greene St, New York, NY 10012.
Sensory

Innovation Awards | Materials PNC Ginger Branch
Philadelphia, United States

Fogg Behavior
Model
Triggers succeed here
Triggers
succeed here
Triggers
fail here
Low
Motivation
High
Motivation
Hard to Do Easy to DoAbility
Motivation

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.

Disruptive
Kith
Brooklyn, New York, United States

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

Disruptive
Samsung 837

Hardline Specialty Store | First Place
Jins
San Francisco, United States

Innovation Awards | Technology
Eatsa
Los Angeles (Left) & San Francisco, United States

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

Temp And Common Area Retail | First Place | Store Of The Year
WithMe
Chicago, United States

WithMe

Seek solutions by looking at problems differently
with a willingness to change the game through
alternative technologies & processes

Design Hacks & Intelligent Mash-ups
IKEA + IDEO + Lund University + Eindhoven
University of Technology

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Design for event based happenings influenced by
the internet of things calling for more
adaptive architecture

WithMe
Target OpenHouse
San Francisco

Your retail portfolio will need to include an array
of physical & non-physical
diverse formats

IKEA Space 10

“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.

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

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…

SOY 21 | Available NOW… …in Hardback & Digital

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

Designing for Emotions

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