VMSD - June 2016 - (Page 16)
NEXT STORE
By Brian Dyches, Contributing Writer
Interactive Digital
Experiences Come of Age
There is a new acronym to add to your digital era
glossary: It's IxD, or interaction design. Ideo (Palo Alto, Calif.)
co-founder Bill Moggridge has been talking about it since the mid1980s when he, along with designer and researcher Bill Verplank,
first coined the term.
In his 2006 book, "Designing Interactions," Moggridge predicted
the future existence of this new design discipline, dedicated to creating imaginative and attractive solutions in a virtual world, where one
could design behaviors, animations and sounds.
It's a credit to Moggridge's vision that nearly 30 years later, IxD is
still seen as a burgeoning practice. The difference today is that digital
hardware and software allow our creative community to apply design
disciplines in new ways that impact consumer behaviors. These
innovations also speak to the evolution of our design teams and just
how much technology is shaping the future of retail.
When researching IxD, the overlapping concepts are clear, as
many of its terms are commonplace in the retail design industry.
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In Southern California, as one example, the design community is
centered on "user experience," and is far beyond terms such as "store
design" or "visual merchandising." IxD has become a term to represent the intersection of all of the things we do in this industry to support brands, especially now that digital plays a significant role in our
design thinking.
Some of the wins we saw at the Association of Retail Environments (A.R.E.) | POPAI's Design Awards, including Marina del Rey,
Calif.-based Giorgio Borruso Design's ShopWithMe Chicago holiday
pop-up, certainly signify design is much more than aesthetics, and
rather, it must deliver satisfaction and enjoyment, a concept Moggridge suggested long ago. ShopWithMe boldly demonstrates that
IxD is now at the forefront.
Showcasing products from a variety of brands, the ShopWithMe
pop-up included wall-to-wall "smart" fixtures (featuring 900 individual screens) outfitted with glass-top digital displays, and LEDdriven visuals within the store. Shoppers making their way through
The I ndus TrI o us /C as ey G I e s se n, L os a n G e L e s
Designers now have the necessary tools to apply
design disciplines in new ways to impact customers.
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Table of Contents for the Digital Edition of VMSD - June 2016
VMSD - June 2016
Content
From the Editor
VMSD Editorial Advisory Board
The Goods
Next Store
Store Fixtures Take a Bow
Customization Nation
Mile-High Style
A New Vision
Web Exclusive: Très Jolie
Showroom
Ad Index
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