The document discusses the resilient growth of retail sales, both e-commerce and physical stores, since 2009, and emphasizes the evolving consumer behaviors reshaping the retail landscape. Key trends include the demand for experiential shopping, mixed-use environments, and the integration of technology into retail experiences. The document also highlights case studies, such as innovative Nike stores, that illustrate the successful fusion of physical and digital retail strategies to enhance customer engagement.

1. EXPERIENCE:
BREAKING DOWN
THE BUZZWORD
R E V O L U N C H E O N
2019-03-19 1

2. IS RETAIL
DEAD?Shockingly, No! Retail sales (e-commerce and in-
store) have actually grown steadily since 2009.
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3. THE FUTURE
h o w d o e s i t l o o k ?
E-commerce will grow more quickly than
traditional retail, but they will continue to grow
together!
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4. WHY NOW?c h a n g i n g c o n s u m e r b e h a v i o r s
• E-commerce revolution and rise of digital technology changing
consumer expectations, shifting function of stores toward useful and
entertaining customer experiences
• Growing demand for mixed use environments, rather than dedicated
shopping malls – desire to be within walking distance
• Changing demographics such as aging population and increased
urbanization.
• Growing desire for leisure and entertainment that cannot be satisfied
online.
4Independent study by McKinsey & Co.

5. KEY INSIGHTS
f r o m t o p r e a l e s t a t e i n v e s t o r s
• Differentiating consumer offering, with a focus on experience and
convenience
• Leisure + Entertainment, Fine Dining, Small Shops + Pop Ups
• Transforming existing mall experience by leveraging technology and
multichannel strategies
• Targeted Ads, Address Pain Points - Parking + Navigation
• Exploration of new formats and commercial real estate opportunities.
• Hotels, Office Buildings, Mixed-Use, Outlets (Emerging Economies)
5Independent study by McKinsey & Co.

6. EXPERIENCE +
CONVENIENCE
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7. EXPERIENCEw h a t i s e x p e r i e n t i a l d e s i g n ?
• Design methodology originating from an empathetic starting point: the
intended user. There are 5 Categories of Experiential Design:
• Exhibition Design – storytelling + environment (museum, gallery)
• Environmental Graphics – messages attune to environment
(wayfinding, signage)
• Entertainment – concerts, events, escape rooms, etc.
• Marketing – sensory experiences, guerilla marketing, product
launches + events
• Placemaking – public installations that define space
7By Jason White / Leviatihan @ FITC FORM, Chicago
ARCHITECTURALIMPLICATIONS

8. TECHNIQUES
• Video installation
• Video Mapping
• AR / VR
• Interactive installations
• Holographic installations
• Pop-ups
• Digital / Physical environment
integration
EXAMPLES
• 29Rooms
• Social Swipe
• Museum of Ice Cream
• One World Trade Center Elevator
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9. NIKE LIVE
m e l r o s e , w e s t h o l l y w o o d
• Features
• Locker collection (try on online orders),Curbside pickup,
Vending machine, Sneaker Bar (pictured), In-store stylist,
exclusive in-store items, gym.
• User-Centered Approach
• Location and in-store content all informed by market
research on the neighborhood.
• Evolving stock, restocks quickly based on consumer
behavior
• Caters to deliver desired products to a specific, local
community.
• Integrated with NIKE apps for returns, free and exclusive
items in store.
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10. NIKE NYC
f i f t h a v e n u e , n e w y o r k
• Features
• Instant checkout, speed shop-local data to stock shelves
(Melrose 2.0), customization wing, personal stylist,
modular space for evolving future, scan to try, scannable
mannequins
• User-Centered Approach
• Expanded on Melrose concept with Speed Shop – entire
floor using local data to stock shelves and re-stock based
on what the community wants.
• Customers invited to customize items on-site with the
option to consult a personal stylist during the process
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11. ISN’T THIS A
GIMMICK?Well, Yes and No. From a retail perspective, anything that gets
you into the store to buy more is considered positive; storefront
is marketing, brick and mortar often is a billboard. Unification of
Architecture, Digital Design, Marketing + Brand Design.
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12. TECHNOLOGY +
MULTI-CHANNEL
STRATEGY
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13. UX + ARCH
p h y s i c a l & d i g i t a l s p a c e s
• Our digital and physical environments have become
increasingly intertwined, and successful experiences
work to integrate the two.
• Consider case studies, techniques and examples
• In order for a space to be “experienced”, a human must
feel something. To design experiences effectively, we
must begin with the user, occupant, patron, shopper,
store manager, passerby on the street, etc.
• Consistent methodology across digital and physical
environments leads to a more integrated result.
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14. #DOITFORTHEGRAMs o c i a l m e d i a + s h a r a b l e
e x p e r i e n c e s
• Social media changes the way that we consume
architecture by promoting unparalleled engagement.
• A criteria for the success of an experience is how many
people it reaches and attracts. In this way, social media
becomes and essential lens to consider when designing.
• Case Study: Instagram’s Manhattan Office by Gehry
Partners
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15. THANK YOU
for joining the revoluncheon!
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