Jos de Vries The Retail Company Toolbox: Development of retail concepts (Part 2: Store design)

In the last phase of the process of creating a store concept, Jos de Vries The Retail Company makes use of a toolbox. This practical toolbox includes instruments required to deliver a complete and discerning shop interior. The toolbox prevents decisions regarding the image of the store from being made at random. These must always be rooted in the framework of the concept.
Today we continue with describing the second part of the toolbox.
Store design
Colour, shape, material and space perception combined with the lighting concept form the basis for the consumer’s emotional experience in the store. Architectonic principles combined with commercial content bring the store alive. Proper visualisation in the design process using sketches, mood boards and computer impressions provides insight into the store’s future appearance.
Please contact Jos de Vries The Retail Company for further information. * For more information about using the toolbox, we refer to the book ‘The store manual’, which can be ordered from this website.:

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