This document discusses several future retail trends: 1. Brands are meeting consumers in their neighborhoods and homes to find them more relaxed and predisposed to buy. Pop-ups and mobile stores are becoming more common. 2. Cross-merchandising curates shopping experiences by offering complimentary lifestyle products to provide deeper brand connections. 3. Stores will introduce webcam technology for customers to share shopping experiences with online communities. 4. Independent stores are becoming community hubs by offering specialized courses and expert service to attract local customers.

4. Concept THE FUTURE OF RETAIL
FUTURE
TRENDS by Claire Davies
01#
Bringing the
store to you
Brands are meeting consumers on neutral
territory by offering consumers products
,
and services in their neighborhood or home,
companies hope to find consumers more
relaxed and predisposed to buy.

5. FUTURE RETAIL CONCEPTS
Aether promote mens new fall collection from airstream Mikel Luzea brand uses webcams for hair consultations.
NEW YORK / L.A. SPAIN
velopresso-pedal-powered-bike-coffe-shop
Velopresso brings hot coffee & tea to cold shoppers. Boden encourages mums to sell their brand at home parties
LONDON UK
Bustaurant
The styleliner truck brings fashion to your door step. The World fare bustaurant follows facebook communities.
USA USA

6. 02#
Cross
Merchandising
Is about curating shopping experiences by offering
complimentary lifestyle products to provide the shopper
with a deeper brand connection.
Sfaar in Estonia pulls
together food, clothes,
accessories and wine
under one funky roof.
J.Crew mixes seasonal
fashion with really
great art, photography,
design books and bar
The US A Southen
Season is designed like a
racetrack, cross-
merchandising
complimentary goods
around the track , so
customers always find
core product at the
centre.

7. FUTURE RETAIL CONCEPTS
THE FUTURE OF RETAIL
03#
Shopper to
Shopper Technology
Stores will introduce web cams where customers can share the buying experience with
their online community .
Diesel in Spain, Kfem in Stockholm and Prada in Milan are already using interactive technology in their changing rooms.

8. Concept THE FUTURE OF RETAIL
04#
Pop ups
Pops ups have been around for
the last decade, but they have
really flourished in this
economic slump. A new
commercial strategy based solely
on connecting with the consumer .
Their spontaneous character ,
grab a bargain when you can
appeal are what make them
attractive alternative for many
consumers and brands.

10. 05#
Independent stores
as community hubs
Small independent stores are offering expert service and are running
specialized courses to foothold into the local community.
Henry's claims to best camera store in Canada, runs courses for US Breakaway Bikes has become a hub of the biking community
all ages and ranges of expertise getting involved with anything on wheels.
US store the Cheese Course sells artisan cheese and offers Alvaro Rojas combines tapas and makes buying wine educational
customers chance to attend specialist cheese courses . by treating customers to specialist wine knowledge .

11. 06#
Consumer groups
who lobby
Consumer collectives with a social conscience are on the up,
wielding their spending power like votes they lobby
retailers for change.
The Carrot mob
campaign is a global
community who
rewards businesses
with their custom in
exchange for social
and sustainable
actions Instead of
boycotting or
threatening business
it uses positive
reinforcement “the
carrot technique” to
encourage companies
to change. “The
Carrotmob
philosophy has
extended across
America and the
world" New York Times

12. THE FUTURE OF RETAIL
07#
Let me
entertain you
In order to compete for sales with digital media, stores will need to make the
shopping experience more entertaining for shoppers. Many Brands are looking at
technology to upgrade their shopper connectivity .
Sony Ericsson when you
buy a product, invites
you to support their
Spread the Smiles
campaign.
Adidas brings window
shopping to a new level
with an interactive
digital window concept.
Neurodesign
entertains with lessons
in art and science, with
the added element of
imminent purchase.
Stew leonards turns
food into an experience,
offering fun
interactive experiences
on your journey
through the store.
Stocks are displayed
according to events not
product groups.

13. FUTURE RETAIL CONCEPTS

14. 14
Visual Merchandising 2020
trends
Opinions from the Creative Community
01 Sarah Bailey, Course Director, London College of Fashion
“The growth of online sales will provide a challenge to visual merchandisers in capturing customers into
the store. There will be an emphasis on using technology creatively to entertain, educate and create
new product presentation.”
02 Helen Burke, UK Account Manager, ABC Italia
“I think discerning retailers will continue to seek a creative point of difference, to make their brand stand
out. Excellent design will always stand out”.
03 Claire Davies Creative Director, Fabra Davies Agency, Barcelona
“Window displays will flexible, interactive and reactive to audience attention. The success of a store will
depend heavily on the skills of the creative department to engage and draw customers inside.”
04 Glen Foley, Head of Visual Merchandising, T.M. Lewin
“Fashion shopping is about tactile experience and the fun of purchasing something new. Visual
merchandising will become more important as retailers will have to excite and entertain customers who
are being distracted by other media.”
05 Denise Foley, Creative Director, New York
“As an indirect response to technology and globalization the eco consciousness of the green movement
will continue; with a focus on the creative arts.”
06 Lorna Hall, Senior Retail Editor, WGSN, London
“A stores currency will be rooted in entertainment, providing spectacle and wonder. The visual
merchandiser will be at the heart of that.”
07 Laura O´Connor Company window display manager, Harvey Nichols, London
A resurgence towards “old school” style windows which show case the individuality of certain
brands. This will appeal to customers who want to buy this, over more mass marketed corporate
branding”
08 Prof. Ronald Knoth, Laboratory Institute Merchandising, New York, USA
“Realistic mannequins – some robotized mannequins – windows will incorporate filmed images instead of
mannequins – eco sensitive product and merchandise that appears “hand- made.”

15. Whats
Next?
09 Logan Sahnnon, Retail Visual, The Timberland Company, USA
VM will be fully integrated with technology by 2020. My hope is that there will be a backlash and stores will
take a more hand crafted, less “techy” approach to merchandising”.
10 Jamie Souli, Head of Visual Merchandising, Nicole Farhi, London
“In a world of fast moving technology, the creative will become even more important and enticing, finding
the texture and beauty and communicating your brand message with clarity.”
11 Paul Symes, Head of Visual Presentation, Fortnum & Mason, London
“There will be more visual technology replacing boring graphics. There will still be a place for skillfully styled
mannequins ,creative thinkers and us visual people!”
12 Erin Thompson, Head of Visual, Selfridges, London
“I think we might see a combination of digital and old school techniques, we are always going to be tactile
people. Customers will have seen products online, our job becomes more about entertainment.”
13 Janet Wardley, Visual Merchandising Director, Harvey Nichols, London
“Customers want experiences to be more real and less cold and technological. Technology will form part of
the future of window displays. We may have walls that can change colour and connections to stores around
the world”
14 Faye Mc Cleod Creative Director, Luis Vitton, France
“Brands will be elevating the visual in store experience, as everyone will be used to engaging digitally”
Visual merchandising will take on an entertainment role, enticing , educating and interacting with clientele in
ways which are not possible via touch screen. Visual Merchandisers will be highly creative and mix
traditional display methods with technology. People will still want to touch and feel and experience textures
and smells. Brands will rely heavily on Merchandisers to transmit their brand values.
As a contrast to the digital world there will be a great appreciation for all hand-made and natural.
Consumers will be much more knowledgeable about the products they are buying. They will no longer
believe in traditional advertising campaigns, digital communities will sway their decision making process.
Consumers will have a greener conscious and will expect goods to provide information about point of
origin and sustainability.
New Technologies will create innovative visual merchandising tools and applications. Window displays in the
future will be digital, allowing merchandisers to change backdrops and put up eye catching films. Products
within the window display will connect interactively with passers- by.
Based on a Johnathan Barker Project, a sincere thanks and also to the talented professionals who kindly
contributed with their trend predictions.

16. www.fabradavies.com
Children design their
new school
When it comes to creativity age is not an issue.
,

17. For the past six months we´ve been working
with children from The Olive Tree School in
Sitges, Barcelona on the design of their new
school. Alongside the head teacher we ran
workshops to give children a sense of
ownership and confidence in their new
building. The kids were able to brainstorm
their own environments and also participate in
creating them.
The process provides opportunities for pupils
to learn and develop highly transferable skills
that help them succeed, not just in creative
thinking, but in other aspects of daily life. Skills
such as team working, problem-solving and
communication improve their self-confidence
and self-esteem. As one 8-year-old pupil said:
‘I’ll be feeling very proud of my involvement.
It´s like: “Wow, look what I’ve helped with, this
school rocks.” Design in
We ran the children´s project as part of our Education
conversion project of converting a small The Sorell
factory into a school. Foundation, runs
We ran messy days inviting the parent’s similar &
community to come in paint up their children’s complimentary
designs. programmes called
“Without doubt one of the most rewarding Joined up Design
projects I’ve ever worked on,” designer Vic for Schools where
Sneir. children work
www.olivetreeschool.net alonside designers.
www.thesorrellfound
ation.com

18. www.fabradavies.com
New concept
store
Bloomhouse in Barcelona is the
favourite destination for the cities style
conscience shoppers.
A great example of cross merchandising, this retail format, brings
together flowers, home-ware and accessories.

20. Premium disfruta con responsabilidad
disfruta con responsabilidad Premium
SWEDISH CIDER
disfruta con responsabilidad SWEDISH CIDER
ENCUENTRA LA GENTE
QUE SABE VIVIR, FIND
sidraskopparberg.com
SIGUE EL
SENDERO
DE LA PUESTA DE SOL , FIND ENCUENTRA LA GENTE
Premium
sidraskopparberg.com sidraskopparberg.com SWEDISH CIDER QUE SABE VIVIR, FIND
www.fabradavies.com
Catching the
Zeitgeist
An interactive fan wall entices fans to share each others cool
moments with the Kopparberg community
FIND
KOPPARBERG

21. Wheras the Uk
campaign centres
around finding the edgy
cool night scenes,the
Spanish market is more
about sharing the
perfect moment with
friends. A friends wall
on the web allows fans to
link up and share cool
things. Fans can also
check into the insiders
guide written by other
fans of the best insider
places to hang.
Foursquare lets them
know where to head to.
Fruit ciders in the
warm Spanish climate
is drunk more as a
refresment. Its a social
drink to cool down after
the beach or sip on a
terrace.

22. Social habitos sociales
habits youth population
Juve ntud
SEVILLE
city guide
guia ciudad
youth influences
influencias

23. I bet you didn’t know...
01# IF YOU DON T SHARE YOU DONT EXIST
Youth look for reassurance from online peers, addicted to social media.
02# WE ONLY TRUST INTERNET.
El 90% of under 30´s use the net daily, 70% go online to ask advice.
03# SPANIARDS DON T DO “SOLO”
Spaniards drink to socialise, people who drink alone are considered
friend free losers
04# BEING DRUNK ISN T COOL IN SPAIN
Knowing your alchohol limit is considered a right of passage to man
hood. People who get drunk are losers
05# PEOPLE LEAVE HOME AT 28
Economic factors and indulging parent mean most people are too
poor or too lazy to fly the nest earlier.
06# SCARED TO BE DIFFERENT
In comparison to other countries , sartorial originality isn’t highly
prized. Uban youth culture is very tame most people look similar.
07# MOST NUTURED GENERATION EVER
This generation have recieved the most child centred education ever .
They are equipped with different values & skills.
08# GO OUT LATER AND STAY OUT LONGER
The majority of people go out at the weekends. The norm is to go out
around 10 and come home at sunset.
09# YOUTH DON T INVITE FRIENDS HOME
You go out to socialise, in squares or terraces.
10# MALES HAVE MORE FREE TIME
Spanish mums expect their daughters to do more house work than
their sons.
www.fabradavies.com

25. www.fabradavies.com
Asian
Brides
Pronovias Spain’s
bridal fashion
giant reports
growing sales in
Asia.
W W W. P RO N OV I A S. E S
CO N C I E RTA U N A C I TA E N N U E S T R A W E B O L L A M A N D O A L 9 0 0 1 0 0 0 75
C ATÁ LO G O CO L ECC I O N E S 2 0 1 1 D I S P O N I B L E E N TO DA S N U E S T R A S T I E N DA S
Emerging middle classes are snapping up top of the range “European
style bridal dresses. Choosing both the most expensive and most popular
gowns to celebrate western style weddings as status symbol for their new
acquired wealth.
“For this collection we worked with the Pronovias in-house marketing
team. The challenge was to create a style which would appeal to Asia’s
new middle classes who have a taste for luxury and also European
customers who have a more restrained style. We came up with an
imaginary penthouse apartment and went all out on gold and chocolate
textures and bespoke fittings to create a new ultra-sumptuous feel. It was
quite a brave departure from previous years, which tended to use either
neutral white or more traditional interiors. The gamble paid off and sales
are up on last year!”
www.pronovias.com

27. www.fabradavies.com
Reinvention
From fly screens to designer curtains
In less than a decade, this tiny company called KriskaDecor has gone game of alchemy mixing iron oxides to get the colours for each link. A
from making humble fly curtains to bespoke screens for famous sort of paint by numbers on a massive scale.
designers like Patricia Urquiola in the worlds most glamorous
locations.This is the new homeware collection designed exclusively for The curtains are a mix of technology and craftsmanship. Call them
Kiskadecor by Claire Davies. what you may : Screens, curtains, installations which create engaging
The initial art work, was a mixture of hand painted acrylics and digital art atmospheres they give spaces new meanings , distributing light in a
– these stunning canvases then had to be pixelated – each pixel would magical way. Art which define spaces or simply create visual mazes
represent a link and be reproduced in metal. Then followed an intense or a private corners . www.kriskadecor.com

29. www.fabradavies.com
Sustainable
luxury
Asian consumers are prepared to pay a premium
for handcrafted European design.
Pom d’or is the dandy of the bathroom The company went on to sell in 72
world, known in the sector for its beautiful countries, with a growing demand in Asia ,
handcrafted finishes and sustainably especiallyamoungst India’s new wealthy
sourced materials. In so much as quality middle classes .The company has recently
these guys are the real deal. acquired by the Roca group , positioned as
For many years Claire Davies from Fabra the deluxe brand in the manufacturers
Davies oversaw the creative direction of portfolio.
the company. Foreseeing a decline in www.pomdor.com
European housing market she
encouraged the company to get ahead
of the game by upgrading its brand
image and product collections in order to
attract more international luxury
consumers.

30. www.fabradavies.com
Design with soul can
sell anywhere
We put products into the type of spaces that people dreamed of
living in. See opposite some of our favourite set designs.
pomd’or

31. Jack
This colllection of bathroom
accessories is targeted at 30+ men.
We created our own bathtime hero
a modern day James Bond . To
allow the chrome products to shine
we set them off against an ultra
minimal spa like ambience, Using
only different shades and textures
of black and white.
K-2 Oro K-2 ORO
This rather gentlle manly COLLECTION
accessories range ahs been SOPHISTICATED
DESIGN BY ANTONIO BLANCH
re-invented in sexy mat gold and
ebony wood finishings. We created
a darkly seductive cedar wood and
leather dressing room. The lighting
is low, allowing the gold to shine out.
DISEÑO RACIONAL ACABADO EN ORO MATE Y
MADERA. DISCRETO Y MUY SOFISTICADO.
SLEEK RATIONAL DESIGN FINISHED IN MATT
GOLD AND WOOD. UNDERSTATED AND VERY
SOPHISTICATED.
60 61
Micra
This sweet collection was actually
inspired by the Cinquecento car;
small, well rounded fun and
versatile. Our setting pretends to
follow suit. Vintage green shiny
formica and black rubber seemed
the most appropriate choice of
finishings
Gallery
A collection for the renaissance
man who has a passion for classical
proportions architecture and art.
This bold furniture range has been
hand crafted by cabinet makers in
Italy.
Negro y E bano
Concert
CONCERT
This colllection follows on from the
concert in glamourous balck and
COLLECTION
gold. We created a penthouse style
SENSUAL
partment with modern lines, subtle LUXURY
DESI G N B Y B RUNA RAPISARDA
lighting and a seductive night vibe.
G ALLERY
MUEBLE PAR ED 100 (IZQUIERDA )
NE GR O S ATINADO / PL ATA
WALL B ASIN CA BINET 100 (LEFT)
S ATIN B LACK / SI LVER
55.57.08.276
LAVAMANOS R ONDÓ
VELVET NE GR O
WASHB ASIN RONDÓ
B LACK VELVET
51.55.48.318
ESPEJO 70 X 70
PL ATA
MIRROR 70 X 70
SI LVER
55.80.04.279
ESPEJO 200 X 70
PL ATA
MIRROR 200 X 70
SI LVER
55.80.05.279
76 66 89

34. Find us
meet us
00 34 609 788 785
hello@fabradavies.com