design:retail - June 2014 - (Page 20)
designer picks
020
Brand Stories
JOAN INSEL
DIRECTOR, CALLISON
joan.insel@callison.com
S
TORYTELLING HAS THE ability to bring
your product to life and add depth to the
overall experience. Storytelling also creates
an emotional connection with your customers. Below are a few ways that I've seen the brand story
being told around the world.
1. The Third Place
Entertainment hub. Event space. Gathering place. Retail
spaces are reinterpreting the definition of the "sales floor."
Whether lounging on comfortable sofas or perched on a stool
at a community table, customers are now a part of the
in-store experience.
[1]
2. Bigger Is Better
Large-scale graphics are striking and create intrigue. I'm seeing
larger-than-life images, both within retail spaces and on walls
and billboards. The analog nature of this simple printed graphic
image here is as compelling as any digital video display.
3. Getting Personal
[2]
Some brands are encouraging their best friends and
customers to be a part of the design of their stores-to literally
leave their mark-whether permanent or temporary.
Impromptu community walls are the analog version of
today's digital dialogue.
4. Details, Details
No longer an afterthought, hangtags serve the brand by adding
depth and texture to the overall story. These hangtags have their
own intrinsic appeal and add a personal touch to every item.
Just one more way for shoppers to interact with the brand and
remember the story once they have left the store.
5. Raw to Refined
[3]
There's a move away from raw, unfinished wood in its natural
state to refined finishes that are honed and softened. This
new look amplifies the natural beauty in the material. It's
craft taken to the next level.
[4]
6. More Is More
When merchandise becomes an art installation, the story is
captivating. Here, hundreds of molded lips are arranged to
create a display that as a whole is more compelling than any
one of its parts.
JOAN INSEL IS THE RETAIL DESIGN STRATEGIST FOR SEATTLE-BASED
GLOBAL ARCHITECTURE AND DESIGN FIRM CALLISON. AS A DESIGN
STRATEGIST, SHE FUSES RETAIL KNOWLEDGE-BUSINESS, MARKET
AND INFORMATION ANALYSIS-WITH IMAGINATION TO IGNITE THE
MINDS OF THE CREATIVE TEAMS CHARGED WITH BRINGING THE
CLIENT'S PROJECTS TO LIFE.
[5]
JUNE 2014 DESIGNRETAILONLINE.COM
[6]
Photos courtesy of CALLISON LLC
http://www.DESIGNRETAILONLINE.COM
Table of Contents for the Digital Edition of design:retail - June 2014
design:retail - June 2014
Contents
Editor’s Note
Show Talk
On Trend
Inspirations
We Love This!
We Love This!
Designer Picks
Innovation
Postcard
Have You Heard?
Mingle
The Visual Eye
Searching for Steve Jobs
Araldi1930
The Creative Factor
Meny
adidas
Products
Backstory
design:retail - June 2014
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