Retail design protfolio by bharat jeswani

RETAIL DESIGN PORTFOLIO
Bharat Kumar Jeswani
M.Sc. Interior Design
Dezyne E’cole College

People love to look, window-shop,
and buy. Shopping as an experience
should provide fun, which in turn
provides profits. A successful store
or shop is one that is designed to
merchandise in addition to looking
good. A store can divided into two
principal parts : the exterior, which
gives identification, encompasses
the storefront, show windows, and
displays, and the interior, where the
promise of the storefront display is
delivered. Briefly stated, the
storefront initiates the sale, and the
interior consummates it.
Introduction

Introduction
The storefront and the design of the façade must be attractive in order to catch the
shoppers‟s attention and to draw the customers in from the street or from the mall
in shopping centers. Graphic identification, with bold colour, lighting, lettering, and
logos, and attractive display of merchandise are the initial steps.

In order to design satisfactory shops, the first requirement is an
understanding of those portion of current merchandising theories which
affect the design problem. Briefly, “Merchandising Psychology” consists
of, first, arousing interest, second, satisfying it.
With staple goods the first phase is almost automatic, When nonstaples,
accessories, or specialties other than “demand” goods are to be sold,
methods of arousing interest may become more complex.
The second phase – the actual sale involves factors of convenience which
are desirable in order to make buying easy, to satisfy customers completely,
and to achieve economy of space and time for the store management.
Both phases affect the design of retail shops, and are closely interrelated.
Following are the principles :-
Principles of Retail Shop Design

This can be accomplished by means of advertising, prices, show-window
displays, or new or remodeled quarters, which occupies much of a
merchant‟s efforts. Of these, storefronts and display windows are
important to the store designer.
Attractive Customers

Show windows, in addition to attraction passersby, should induce them
to enter the store. Show windows may be opened up to display the
shop‟s interior, or closed in, to give privacy to customers within. Door
locations require study in relation to pedestrian traffic flow, grades of
sidewalks and store floors, and interior layout of the shop.
Inducing Entrance

Organizing store spaces, and
consequently the merchandise to be
sold, into departments, enables
customers to find objects easily, and
permits storekeepers to keep close
check on profits or losses from
various types of goods. Store lighting
and “dressing” are simplified. Even
small shops benefit from a measure of
departmentalization, in large shops,
the practice becomes essential as
methods of training salespeople, of
handling, controlling, and wrapping
stock become more complex.
Organizing Store Spaces

Interior displays require particular attention in specialty shops. Types range
from displays of staple goods which assist customers in selection, to displays
of accessories which the sale of staples may suggest to the customer
problems of arrangement with regard to merchandise, departments, and
routes of customers approach are involved.
Interior Display

Conveniences intended primarily for the customers benefit, while not
strictly allied to the problems of attracting trade or selling gods, are
necessary to some types of shops, A florist, for instance, provides a
card-writing desk or counter in his shop.
Conveniences

In regard to finishes and equipment, the idea may be extended to
include : floor surfacing for comfort, acoustic treatment of ceilings and
possibly walls, illumination of pleasant, sometimes special, quality, and
air conditioning. All these have been found profitable investments in
various cases. Their necessity or desirability depends to an extent on the
type of shop, its location, or the climate of the locality.
Conclusion of All Principles

The successful retail shop is an
efficient selling machine or sales
factory. In addition to servicing
the customers, the employees
have to be consider so they can
give better service to the
customer.
Merchandise and space must be
organized to help the customer
in making a selection and to help
the sales person in selling. Easy
circulation and exposing the
customer to maximum amount
of merchandise
Interior of Retail Store

The location and design of the cashier and wrapping unit are important and
provide for several persons to be serviced. Often this acts as a control center.
Flexibility so that fixtures and departments can be moved or modified in be
moved or modified in part of present day merchandising. Fixtures should be
minimized and merchandise emphasized. Design and use fixtures so that full
attention is thrown to the merchandise.
Interior of Retail Store

Departmentalization benefits to be derived from segregation of
merchandise by types have been touched upon previously. All these are
factors in decreasing the average time per sale, an important figure in
large-store accounting and in small stores with rush periods.
Departmentalization of Retail Store
Demand or
Staple Goods
Impulse or Luxury
Goods
Convenience
Items
LEGEND :

Impulse or Luxury Goods are high profit articles, usually high in price.
Convenience Items are stock for the passerby who happen in but who
may return for other purchases if properly impressed. Often these are
not in themselves strictly profitable merchandise.
Demand Good are also Staple, like convenience, but are articles which
the customer start out with a definite idea of purchasing.
Impulse or Luxury Goods

Layouts
Six basic plan types of Retail Design :-
Straight Plan
Pathway Plan
Diagonal Plan
Curved Plan
Varied Plan
Geometric Plan

Straight Plan
 Straight plan is a conventional plan
that uses walls & projections to create
smaller spaces. It is an economical
plan to execute or use and can be
adapted for any type of Store from
Gift Shop to apparel Outlets, Drug
Shop, Grocery Store to Departmental
Stores.
 Varieties in a straight plan should be
introduced by raising the floor level
of the shop. This type of plan pools
customers to the back of the stores.
This plan is good for Book shop also.

Pathway Plan
• Pathway plan pulls through the store
to the end (rear) without interruption
of floor fixtures. The path can take
any shape and create a pattern.
• This type plan is suited for larger
shops over 5,000 sq.ft. and on one
level. The pathway plan is a very good
organizer and pulls the shopper from
the front to the end of the store.
• This plan is good for clothing store
because it doesn‟t give cluttered
feeling. This plan focusses the
shoppers‟ attention on the
merchandise.

Diagonal Plan
• For self-service store a diagonal
plan is better. The cashier is in the
central location with sight lines to
all areas of the space.
• Soft goods or Hard goods stores
including drug and food store can
take advantage of the diagonal plan.
• This plan is having a dynamic
quality, because it is not based on
straight lies it invites movement and
circulation.

Curved Plan
• This plan is good for boutiques and
salons or other high quality stores.
The curved plan creates an inviting
special environment for the
customer. It also costs more to
construct, than angular and square
plan.
• Curved themes can be emphasized
with walls, ceiling and corners. To
complete the look specify circular
fixtures.

Varied Plan
• For products that require backup
merchandise to be immediately near
to selling. The varied plan is highly
functional it is a variation of
straight line plan with a certain area
allowed for carton storage near the
perimeter of the wall. The plan has
a bellow effect, this type of store is
good for jewellery, hardware and
tobacco shops.

Geometric Plan
• This plan is good for boutiques and
salons or other high quality stores.
The curved plan creates an inviting
special environment for the
customer. It also costs more to
construct, than angular and square
plan.
• Curved themes can be emphasized
with walls, ceiling and corners. To
complete the look specify circular
fixtures.

Dimension
The essential function of retail spaces is to display and sell
merchandise. The design of these spaces involves the manipulation
and coordination of architectural, interior design, and merchandising
elements as necessary to meet the programmatic needs of the client.
It is critical that the space in which the customer and store personnel
function is of the highest quality. Ensuring this quality requires a
knowledge of the planning and design of the various interior
components that constitute the building blocks of retail spaces.

Figures 1 shows the clearances involved
for a 42 inches or 106.7 cm, high counter
to service a seated user. By filling the
recess with an additional display, however,
the counter can also be used exclusively as
a typical sales counter. It should be noted,
however, that although sometimes used for
special display situations, such a counter
height is not recommended. Both the
customer and the sales clerk of smaller
body size would find coping with such a
height uncomfortable anthropometrically
particularly when one considers that the counter would be higher than the elbow
height of slightly over 5 percent of the population. From a merchandising view
point, where customer convenience is of paramount importance, it would be unwise
to exceed 39 to 40 inch or 99 to 101.6 cm, as a counter height. In addition, the
Dimension

smaller sales clerk forced to tend such a counter for extended periods of time
could be subjected to severe backaches and pains. Getting on and off a high
stool for elderly and disabled people or those of smaller body size can be not
only difficult, but hazardous.
Dimension
Inches Centimeters
A 26.0-30.0 66.0-76.2
B 18.0-24.0 45.7-61.0
C 42.0 106.7
D 28.0 71.1
E 84.0-112.0 213.4-284.5
F 18.0 45.7
G 18.0-24.0 45.7-61.0
H 30.0-48.0 76.2-121.9
I 18.0-22.0 45.7-55.9
J 35.0-38.0 88.9-96.5
K 72.0 182.9

Figure 2 illustrates the cleanses for a
typical; sales counter.
Dimension
Inches Centimeters
A 26.0-30.0 66.0-76.2
B 18.0-24.0 45.7-61.0
C 42.0 106.7
D 28.0 71.1
E 84.0-112.0 213.4-284.5
F 18.0 45.7
G 18.0-24.0 45.7-61.0
H 30.0-48.0 76.2-121.9
I 18.0-22.0 45.7-55.9
J 35.0-38.0 88.9-96.5
K 72.0 182.9

Dimension
Figure 3 shows the clearances required for a medium height display
counter. The suggested seat height of 21 to 22 inch or 53.3 to 55.8 cm,
requires a footrest for the seated customer. The counter height shown
will allow the display to be viewed by both the seated customer and the
standing sales clerk. The customer activity zone allows adequate space
for the chair. Knee height, buttock knee-length, popliteal height, and
eye height sitting are at significant human dimensions to consider in the
design of counters to be used by a seated customer.

Dimension
Inches Centimeters
A 36.0 91.4
B 26.0-30.0 66.0-76.2
C 18.0-24.0 45.7-61.0
D 30.0 min. 46.2 min.
E 10.0 25.4
F 21.0-22.0 53.3-55.9
G 5.0 12.7
H 23.0-25.0 58.4-63.5
I 4.0-6.0 10.2-15.2
J 34.0-36.0 66.4-91.4
K 30.0 76.2
L 16.0-17.0 40.6-43.2

Figure 4 shows a low30 inches or 76.2 cm, display counter also for use
by a seated customer. The anthropometric considerations are the same.
Although the counter height is responsive to the anthropometric
requirements of the seated customer, it is less than ideal for the
standing clerk. For the standing user‟s optimum comfort, the counter
height should be about 2 or 3 inches or 5 to 7.6 cm, below elbow
height. This will allow a person to handle objects comfortably on the
counter surface or use the counter as support for his or her arms. The
30 inches height is too low to permit such use.
Dimension

Figure 5 shelving is probably used more than any other single interior
component for the storage and/or display of merchandise. Not only
must the merchandise be within reach anthropometrically, but it must
be fairly visible as well. The heights established must therefore be
responsive to vertical grip reach dimensions as well as to eye height. In
establishing height limits, the body size data of the smaller person
should be used. Since in retail spaces, departments may cater exclusively
to members of one sex or the other two sets of data are presented. One
is based on the body size of the smaller female and the other on the
body size of the smaller male. The suggested heights reflect a
compromise between reach requirements and visibility requirements.
Dimension

Dimension
Inches Centimeters
A 48.0 max. 121.9 max
B 30.0-36.0 76.2-91.4
C 51.0 min. 129.5 min
D 66.0 167.6
E 72.0 182.9
F 84.0-96.0 213.4-243.8
G 20.0-26.0 50.8-66.0
H 28.0-30.0 71.1-76.2
I 18.0-24.0 45.7-61.0
J 18.0 min. 45.7 min.
K 72.0 max. 182.9 max.
L 4.0 10.2
M 42.0 106.7
N 26.0 min. 66.0 min.

Figure 6 illustrated the clearances involved in hanging type merchandise cases.
Hod heights should be related not only to human reach limitations, but in certain
cases to the sizes of the merchandise displayed. There is usually no conflict in
respect to garments.
Dimension
Inches Centimeters
A 26.0-30.0 66.0-76.2
B 18.0-24.0 45.7-61.0
C 42.0 106.7
D 28.0 71.1
E 84.0-112.0 213.4-284.5
F 18.0 45.7
G 18.0-24.0 45.7-61.0
H 30.0-48.0 76.2-121.9
I 18.0-22.0 45.7-55.9
J 35.0-38.0 88.9-96.5
K 72.0 182.9

PRINCIPLES OF RETAIL
ORGANIZATION

“Once the brand has been established and the market for its products is
fully understood, an analysis of the retailer‟s current building stock or an
investigation into finding a suitable site begins. The brand guidelines for
the interior demonstrate a typical size of store for the implementation of
the scheme.
The overall principles of the interior layout can be broken down into four
areas : the entrance main circulation, pace and finally sales in the form of
displays, fixtures and payment areas.”

• Exterior : façade, logo
• Threshold, transition
• Shop windows
• Transparency
• Interaction
• Mystery, posters
• Display
Entrance
The design of the entrance to a store is very
important. It needs to entice the customer in and
give a glimpse of the products beyond the
threshold.
In general though, it will be either a new element
fitted as part of the overall scheme or an existing
element preserved in its original form or updated
to meet building and planning regulations.
Window displays are regularly updated to show the
latest products in store. Often, the customer will
also be able to see past the window displays to the
store beyond, allowing transparency and
interaction. Sometimes the view is blocked by
displays, giving a feeling of mystery and bringing
the customer‟s focus to the display.

• Entry area – starting point
• Open, spacious area
• Time to pause, feel, sense, experience
• Leisure, display, seating, main flow
• Access for all users with disabilities
Once beyond the threshold,
the entrance space is the
starting point of the interior
journey. It is an area of the
store that is often left open
and spacious, giving the
customer time to pause and
take in the store
environment and to make
way for people entering and
exiting the store
comfortably. In larger stores,
it is a place to meet friends
before or after shopping
sometimes with seating areas
on the sides out of the main
flow of traffic.

Shop Window at Puma Motorsport
Collection Bangalore - India

Window Display at Vero-Moda-Flagship-Store-at-Alexa,
Mall, Berlin-10

In most cases, the shop front/shop
window is a draw to buyers to make
them feel comfortable when
approaching the store and
venturing over the threshold.
For others, it is an opportunity to
window-shop and aspire to buy
into the lifestyle on view.
In some instances, the shop front
and entrance are designed to deter
the public from entering, with
security on the door.

The shop façade must first take on the
essence of the brand.
Done through graphic communication:
fascia signage, a projecting sign, window
details and lifestyle graphics as part of the
window displays; the materials from which a
new shopfront is constructed, or how an
existing shopfront can be adapted to meet
the design requirements; the merchandise in
the window and the brand massage/slogan
that is conveyed by the window display; and
the position of the entrance door and how
this will be managed.

Spices India Retail Design, Kochi - India

IN CITY NEIGHBOURHOOD
The approach to shopfront design will
vary depending on the site location
(building regulations) and the impact of
the design of the neighboring shop
facades.
IN SHOPPING CENTER
In the case of shopping centers,
neighboring retail outlets and arcades will
to be considered.
Contact between the retailer and landlord
to outline what can and can‟t be done to
the unit or building.

The contemporary shopfront
The design of the contemporary shopfront
focuses on allowing light and visual access
right into the store from the street. The look is
clean, with glazing reaching from floor to
fascia panel, or sometimes with the fascia
situated inside the glass, sat in a brushed
stainless steel frame. Sometimes the glazing is
frameless around the internal elements. The
signage is influenced by the brand, using
contemporary fonts and ways of representing
text, Illuminated sigh boxes are the normal
application in contrast to a traditional painted
sigh.
The Traditional shopfront
The design of the traditional shopfront has a
sense of symmetry and is set out in
proportion to the existing building‟s
elevation. In most cases, unless the brand‟s
design stated it, it is unusual to put a „new‟
traditional shopfront into a site unless
required to do so for planning reasons or to
suit the design scheme of an arcade or
shopping center as a replacement of an
existing older shopfront. If this is the case,
then restrictions may also be in place
regarding the application of signage and the
colour in which the shopfront can be painted.
In some instanced, a standard font, text size
and colour may be specified as well as the
type of signage. Signage may have to be
painted onto the fascia rather than applied on
a fascia box, and a standard projecting sign to
match all others in the center may be part of
the condition.

FASCIA
The sign above the window of a shop,
where the shop‟s name is written
SHOP WINDOW
The front side of a store facing the
street; usually contains display
windows. Displaying items for sale or
otherwise designed to attract customers
to the store. Usually, the term refers to
larger windows in the front façade of
the shop. Display windows at boutiques
usually have dressed up mannequins in
them.

This line drawing reflects the
typical qualities of a traditional
shopfront, taking its
proportions from the existing
building‟s views.
Traditional
Front View Top View 3D View
A TRADITIONAL
SHOPFRONT

facade of building
symmetry
modest graphics
standards fonts & colours
mannequins
HERMESTraditional

Contemporary
Frameless
Transparency
Graphic language
Live colours
Story telling & scenography

Crayola Retail StoreContemporary

Contemporary Crayola Retail Store

FULL CIRCLE Briefed
to create a stunning
flagship store for the
opening of Westfield
London, Brinkworth
produced a store that is a
literal interpretation of
the name, Fullcircle. A
shop within a shop,
with specific sections
cut away, creating two
perfect optical illusions
within the space.
Contemporary

Allen Solly fashion store, Bangalore - India
Contemporary

Royal Enfield store, New Delhi - India
Contemporary

Royal Enfield store, London - England
Contemporary

Contemporary
Royal Enfield store

Channel-9 Retail Store, Bangalore-India
Contemporary

Vero Moda flagship store, Aarhus - Denmark

MISS SIXTY Retail Store, Germany

Borruso employed a frameless glass structure that allows
for an unrestricted view of the store interior and a door
fashioned from gleaming stainless steel. Residing on the
same axis as the bridge, the store‟s unique design
functions like a lighthouse that guides the tide of
shoppers.
The large, mirror-like door with 12 conical holes
represents the geometric theme that forms the basis for
the design vocabulary of the store.
MISS SIXTY

The interior motif is a repetition of circles squares,
and other simple shapes, a style popularized in the
1960s by Panton. These shapes, combined with the
curvy patterns of the floor and ceiling, presents a
complex yet organic style to store space. The floor is
divided by two types of materials and two colours –
red and white.
MISS SIXTY

Entrance doors
The entrance doors need to be easily
accessible to all, so must therefore be at
least 1000mm in width. A hinged door
must open inwards so not to obstruct the
street or path in front and must give good
security to the store at night. An
alternative to the hinged door is sliding
doors that have a cleaner look and do not
impact on the interior in any way. In
some situations, a roller shutter performs
the function of a door.
1000 mm
Operation
Hinged, sliding,
Revolving, swing
Material, frame

Position
The position of the entrance door is key to the
success of the entrance as a whole. A central
doorway allows for symmetry and is therefor
visually comfortable. Also, this enables the store
to be laid out in a symmetrical fashion so that
the focus from the entrance is on the central
space, and in some cases, the back wall of the
store, providing an opportunity to draw the
customer in with a feature. Positioning the door
to one side offsets the interior. This may be
necessary if there is a particular reason for
needing one large window display instead of
two smaller ones, or if a cash desk is positioned
at the front of the store directly behind the
window.it is often
(a)Symmetry of shop
Visual comfort
Focus of
Communication of
products display

Internal / external shop front
The designer faces different design
opportunities and solutions depending on
whether the store is in an internal setting such
as a shopping centre, arcade or retail outlet or
if it is directly on the street. The design of
the internal shop front in a mall, for example,
does not have to consider weather conditions
and so can be of a more open design. The
entrance into the unity may have a shutter for
security without a solid door behind and may
be very wide – some are the width of the
entire frontage. Also, the internal shop front,
depending on the guidelines of the shopping
centre, will probably have an area in front of
the unit called a „pop-out zone‟, which is
usually about 500 – 1000mm.
Location of shop
Internal setting
Traditional with back
wall
Contemporary open,
free flow
Pop-out zone 500-
1000mm

The shop window
The shop window begins with a pane of glass that creates a division between the
exterior and the interior. In most new shop fronts, the glazing covers as large an area
as possible, so much so that the division barely exists. Shop window design is an art
and a profession in its own right, with new concepts reaching windows on a cyclical
basis.
The purpose of the display is to create a memorable vision and to portray the brand
values in one punchy statement. The display must be consistent with the interior and
product range in the materials used, the way the display is lit and the graphic
communication. The window suggests the lifestyle that can be achieved from owning
the products and entices the customer inside. The size of the window display and the
way the merchandise is set out must be coherent to the products displayed. For
instance, larger items need a spacious window so that the shopper can stand back to
look, whilst smaller items need to be displayed at eye level so that the shopper can
walk up close and view them without bending or stretching.

Most window displays are designed around a shallow plinth that raises the
merchandise to an appropriate height in relation to the glazing, and allows for
mannequins, price statements and additional blocks to be added for smaller
products. The retailer‟s merchandising team usually source mannequins, but
occasionally the retail designer will advise them.
Some retailers use the window as the main vehicle from which to sell stock. The
traditional jeweller‟s window is a good example of this. The window display
extends into the shop, taking up a large proportion of the retail space, leaving the
interior for sale and service alone. The display element for jewellery is very
detailed as it has the job of holding a variety of pads containing stock filling the
whole window

Dri Dri Local Italian Gelato
A lovely pop-up ice cream stall at
the Front Room of St Martins
Lane Hotel in London. The
temporary Italian gelato shop is
designed by architects Elips
Design and serves gelato from the
UK company Dri Dri from a
timber cart on wheels.
DRI DRI IRALIAN GELATO, LONDON

The Front Room of St Martins Lane’s hotel is a dynamic retail space.
It has housed various creative collaborations with partners including
The Convenience Store, Wallpaper, Angela Hill, The Design Museum
and Nowness. This time it will be converted by ELIPS DESIGN into
an idyllic Italian beach, complete with traditional decking, coloured
beach cabins, sun umbrellas, chairs and tables. The customers will
transported to the Mediterranean in the heart of London‟s bustling
centre enjoying there gelato DRI DRI. The beach cabins are thought in
the way to divide the space and create a back of the house for storage.
The sun umbrella are wall stickers to create more perspective in a bi-
dimensional space.

Shop front signage
The design of shop front signage is often
governed by the location of the site and any
condition applied by the landlords, centre
management or planning. There are variety of
options available for each situation. The retail
designer will work with a signage manufacturer
to come up with suitable solutions. The main
signage types are fascia sign, projecting sign and
window decals.
The design of fascia sign may appear
varied on the high street, but they
commonly fall under one of three types
of signage: the traditional painted sign as
already discussed; an illuminated box
sign that is constructed most commonly
in a „biscuit-tin‟ formation, constructed
from aluminium with the logo or
lettering fret cut out of the face and
replaced with frosted acrylic (the box
contains fluorescent light fittings that are
easily accessible by removing the top of
the „biscuit tin‟) and, finally, a logo or
letters that have been fret cut out of a
sheet of aluminium or steel possibly
spray painted or brushed that are then
pegged off the fascia panel and often
illuminated from an external source.
1. Fascia sign
2. Projecting sign
3. Window decals
1. Painted
2. Illuminated box
3. Fret-cut in metal

• Visual identity-
LOGO
• Colours
• Branding
experience
• Up-to-date
Products
• Display, tasting,
sensing,
discussing
Signage is an important element of the
entrance, used to navigate customers to a
correct department or to clearly signpost
shop amenities. Lifestyle graphics are also
featured in the windows and entrance for
brand enhancement.
The entrance is a key main area for featuring
new-in-store merchandise. This could be in
the form of a feature display, or a
promotional event including food tasting,
free samples, make-overs or sprays of
perfumes, for example

• Human circulation
and pathways:
• Circulation
diagrams
• Routes, arrows, way
of communication
and interest
• Space division:
areas between
products and
merchandising
Circulation
One of the first tasks the retail designer faces when
the site has been decided is to work out the
circulation around the space, taking into
consideration the design guidelines and principles
of the scheme alongside the structural nature of the
interior. Circulation diagrams are produced as ways
of thinking and describing different schemes to the
client. The diagrams are produced by looking at the
plans and sections of the interior and drawing
arrows and routes over the technical drawings. The
circulation plan is often drawn in unison with an
adjacency plan (often on the same drawing), which
shows how the areas of the space will be divided
into product, places to sell, space to browse and
ancillary areas. These drawing form the starting
point for planning the interior layout.

The circulation performs two
main tasks in the retail
scheme. The first is to allow
for the flow of people in the
form of walkways. These
must be wide enough for at
least two people to pass each
other comfortably, whether
walking or in a wheelchair, or
pushing a pram. The second is
to take the customer to the
merchandise and allow them
sample space to browse
without bumping into other
people or displays.

• Horizontally
• Vertically
• Spine – lead
• Circular
• Loop
• Zig-zag
• Free flow
The principles of circulation are quite simple and are
governed by the ways in which people move around the
space. There are many ways that this can happen but
each is based around a handful of solutions. Circulation
can work horizontally, allowing the customer access
through the shop front, with products displayed either
side of the walkway and with an exit at the back, or
vertically, with merchandise displayed over more than
one floor. This scheme is more complicated in the
sense that stairs, lifts and escalators need to be
negotiated, and methods for enticing people on the
upper floors must be considered. Circulation in a zig-
zag or figure-of-eight fashion across the store allows for
points of interest to be included and creates a longer
journey and a variety of ways to travel around the
space. The circular pattern takes customers from the
front to the back and then to the front again.

• Selling the products or services
• Display of products, presentation
and distribution
• Essential part of store
organization
Sales
The most important thing about
any retail interior is its ability to
sell products and sustain the
business. The entrance, circulation
and pace are all important design
issues for the retail designer to
contend with, but it is the
products and the way in which
they are displayed that is the
biggest challenge. It is important
to mention that although it is the
most essential area for
development within the scheme, it
would not function without the
other areas we have already
considered.

• Fixture and furniture: low,
high, mid floor
• Display: custom-made
hooks and hanger
• Using interior walls: fixed,
hang,
• Free standing: low
cabinets, shelves, drawers,
displays.
Product display
Taking up a large part of the retail designer‟s remit
is the design of fixture displays. Some fixtures can
be bought in a kit form and either used directly in
this state, or adjusted with finishes to suit the
interior design; other fixtures and custom made.
Custom made pieces work particularly well if the
scheme is to be rolled out; the cost of making the
fixtures becomes cheaper with larger production
quantities. For one-off stores, an off-the-shelf
system may be a better solution. These elements,
although not at the forefront of the consumer‟s
experience, are the vehicles that drive the interior
scheme and make the space function and sell
products. Products can be displayed in a variety of
interesting ways, but can be broken down into two
different types ; wall display and mid-floor fixtures.

PUMA store
Display areas are the heart of a
retail store. Display is the
mechanism that presents the
merchandise to the shopper in
its best favorable light and that
allows the shopper to evaluate
and select products for
purchase.

Sportmaster flagship store, Kolding - Denmark

• Storage area for products
and stock
• Supporting rooms for
furniture, fixtures and
fittings repair and storage
• Fitting areas
• “back of the house”
rooms for employees
These spaces consist of fitting rooms and
staff/customer consultation areas. These are
support areas, and although used for selling, they do
not necessarily contain displayed stock. The design
of these spaces is just as important as that of the
main displays. Because they are used by the public
they are carefully considered in order that they work
alongside the branded interior in terms of finish
and graphics, and so that they convey a positive
image of the customer service.
The ancillary space refers to the area that is put
aside to house the functional elements of the store,
aside from selling. This area supports the running
and managing of the store on a daily basis and
provides essential areas for storage and facilities for
staff and is often referred to as „back of house‟.
Public toilets are often provided in larger retail
stores and come under the heading of „ancillary‟.

• “try and experience
before but”
• Dividers, curtains, door,
mirrors, lighting and
position of luminaires,
hooks, shelved, fixtures,
screens, seat, shop
assistant …
• Space to catch the breath,
Fitting rooms
In fashion stores, fitting room are essential for customers
to try before they but. There have been some trends in
fitting room design over the years that are worth
mentioning. High street fashion stores once favored one
big open space for all with mirrors all around. Some
stores also had a small amount of very tight cubicles with
badly fitted curtains alongside the open space, making the
trying on of clothes an uncomfortable experience for
many. Most now have separate spacious cubicles for
changing with mirrors on all sides, a fixed seat, hooks for
your own clothes and bags and a solid lockable door for
added desecration.
The entrance into the fitting room can be a key area to
enhance the shopping experience. In later stores, this
space contains seating and sometimes even entertainment
for those who have to wait. In smaller stores that do not
have the space to do this, the most basic.

Beymen-Luxury-Department
Store- Istanbul-Turkey

Point of Sale
The point of sale marks the end of the journey
around the store and is the point at which a
customer will pay for goods. The location of the
point of sale is very important. In larger stores,
there will be access to till points in several
locations, often relating to a department, one in
menswear and one in womenwear, for example,
In supermarkets, the till points are usually
located in front of the exit doors. The allows for
heavy traffic flow in a runway fashion and
indicated the end of the overall process. In
smaller stores, the till point or cash desk can be
located in a number of places: at the back of the
store, with a feature wall behind it so that it can
be seen from the shop front; halfway into the
store along a side wall, dividing the product
display; or at the front of the store, close to the
entrance and marking the end of the shopping
experience.
CASH DESK POSITION
These drawings depict the various
positions of the cash desk and how they
sit alongside the merchandise and work
with the circulation. The design of the
cash desk coincides with the overall
design scheme. It is often well lit and
easy to see from all around the store.

www.google/retailblog.com
www.google/retail-design-window-display.com
www.google/retail-design-shop-front.com
www.google/retail-design-jara-dressing-room.com
www.google/retail-design-retail-outlet.com
Time Saver Standard Book
Bibliography

Retail design protfolio by bharat jeswani

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