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.

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

What makes a destination?

It is becoming more difficult to differentiate
and to increase customer loyalty.
The ultimate differentiator is experience.

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

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.

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

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.

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.

True Runner
Pittsburgh, United States

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

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?

Content
Nixon
New York, United States

Shinola
New York, United StatesContent

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

Churchill ’s Butchers
Sydney, AustraliaContent

Muji
New York, United StatesContent

Kikki.K
London, United KingdomContent

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

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

Symantec Corporate Campus by Little
Mountain View, Northern CaliforniaContext

Nudie Repair Shop
New York, United StatesContext

Context
Leroy Merlin
Le Havre, France

Toms Shoes Cafe & Store
Multiple LocationsContext

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

Space Ninety 8 by Urban Outfitters
Brooklyn, United StatesCommunity

Credo by Little
Orlando, United StatesCommunity

Kit & Ace
New York, United StatesCommunity

Bunulu by Little
Florida, United StatesCommunity

Tanner Goods, Aesop & Shinola
Portland, United StatesCommunity

Target Open House
San Francisco, United States

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

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

IKEA Space 10

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

“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
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

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