Architects and retail designers will naturally take a different approach to answering a client’s brief in the world of retail. From their years of studying and professional practice, architects will be drawn to both the construction and overall “sense of place” that their discipline thrives in. Fantastic when thinking about the overall concept and for reassurance in the build process – but missing the key to success when looking to grow your brand through retail.
Retail designers, although typically not born out of a specific university degree, tend to band together from a wider range of backgrounds that all add to the knowledge pool possessed within a retail design business. This fuels a different approach, one based on strategy and an understanding of the elements that make up retail; buying cycles, fluctuating stock levels, consumer psychology, fixture modularity and wholesale installation, to name just a few.
There’s a real danger within our industry that the perceived process of getting a design from paper to the physical environment involves just a designer, a few engineers, and an install team – This is far from the case. Supporting all the before-mentioned roles, there’s a bevy of activity from account managers, project managers, production leads, and more. All these key roles support the process of designing for retail and are the differentiating factors between our industry and architecture.