- Developing the store formula: The right combination of creativity and process based development
- The Discovery Phase: Discovery: Evolution or revolution? That is the question
- Translate trends into a successful strategy for the new store formula
- The new store formula: The concept phase, the actual design phase
- The store lay-out
The store has not been designed, but has been developed on the basis of sheer functionality. Straight aisles, white walls. General lighting at a high level. Hardly any emotional perception of colour, materials or spatial arrangement. Familiarity often prompted by nothing more than parts of the interior in the logo colours.
The market place
A store where product presentation and visual merchandising determine the ambiance. No advanced display formulas, but simple, product-oriented presentations. A great deal of atmosphere
and warmth. Use of natural materials and colours. Often Mediterranean atmospheres. Accessible. Product-focused lighting. A high level of emotional perception. The store creates the impression that it has grown organically.
Well-considered and well-thought out store image. Good integration of all the aspects of store design, layout and in-store graphics. Good variety of various types of lighting. Can be contemporary and modern, but also classic and traditional, depending on the position opted for. Highly recognisable for the target group. Professional. Often a little less distinctive.
The white world
Modern and contemporary store. Clear and bright interior. Sharp contrasts. Colours mainly in product and presentation, in-store graphics and some wall surfaces that determine the image. Currently very popular.
This store formula focuses entirely on theme and experience. Recognisable environments in combination with product groups. Often very much focused on the target group. This type of formula seems to be somewhat past its peak now.
Not the product presented, but rather image and design are the focus of these formulas. Distant and inhibiting. Introvert. Luxury materials. Exclusive lighting, product-oriented. Often used by brand stores in the top end segment.
Temporary store, often in a remote but eccentric location, for instance on an industrial estate. Not just intended as a sales location, but much rather as a brand statement. Attraction not only by design and product range, but also by the events around the store during its short period of existence. Much talked about and contemporary. Highly focused on target group.