design:retail - April/May 2016 - (Page 30)
perspectives
030
A Different
Corner
VICE PRESIDENT
CALLISONRTKL
The
I
NDUSTRY VETERAN Ignaz Gorischek is
looking at retail from a different angle
these days. After almost 24 years with
Neiman Marcus, most recently serving
as the vice president of store development, he has joined the retail design group of
CallisonRTKL as a vice president, based in the
firm's Dallas office. design:retail chatted with
Gorischek about his new career move and the
future of retail design.
design:retail: What have your last 30 years in
the department store world taught you about
the consumer and how she shops?
Gorischek: That each and every day is an opportunity to surprise, educate and entertain your
customer. Notice I didn't say "delight." I think it
is an overused word these days. Before the store
opens and throughout the day, visual teams should
be tweaking and adjusting the visual highlights;
merchandisers should be preparing the product
and maintaining it throughout the day; store management should have visual presence on the floor.
The last customer of the day should have the same
experience as the first customer.
d:r: What has changed for the better in the retail
industry over the past decade?
Gorischek: Customers are becoming very educated to products, services, experiences, etc. In some
cases, they may know more than the sales associate
regarding product. This change in the retail landscape has forced a positive change. It is making retailers take a much deeper dive into their business
strategies, asking tougher questions of themselves,
well before a customer walks in to ask. It is like
being hyper critical or aware of the retail environment. This thought process also has opened new
business opportunities for retail-related services,
including design, consulting, brand management
and marketing to name but a few.
APRIL/MAY 2016
IGNAZ GORISCHEK
DESIGNRETAILONLINE.COM
last customer
of the day should
have the same
experience
as the first
customer.
d:r: How has the meaning of "innovation" in retail
design changed?
Gorischek: Innovation in the retail environment is
being driven by technologies, whether consumer
facing or sales associate facing. Almost everyone
who walks into your store has a fully functioning
computer in their pocket. The dynamics of this
alone have caused a huge ripple-store designers
have to solve design challenges applying technologies into the physical environment. IT needs to
integrate new technologies with legacy systems.
The consumer has expectations regarding the use
of their mobile device. The list goes on. One thing
is for sure: the speed at which new technologies
are hitting the market does not show signs of
slowing down.
d:r: Under your new role at CallisonRTKL, what
will be your focus? What are your goals?
Gorischek: One of my primary objectives is to
share my 35-plus years in retail, 29 of that in the
luxury sector, with our various design teams,
while representing CallisonRTKL as the leader
in retail design solutions. The future in retail as
it relates to bricks and mortar is a hot topic. Our
focus will be to assist retailers in what that will
look like.
GLOBALSHOP.ORG
d:r: How is the adjustment going from one
brand to now working with many clients and
projects across various channels?
Gorischek: It's really not an adjustment at
all. In my previous life, I worked with multiple brands under one roof. Now, the roof has
been removed.
d:r: What will your retail background bring
to the team? What can you learn from them?
Gorischek: Collaboration is essential in the
world of design. The how, what, where, why
and when are part of the design process, and
integral to a project's success. I will bring
"front line" experience to the design teams.
Every decision made in the planning/design
process has an impact at the point of sale, be it
fixture design, choice of materials, lighting, space
planning, etc. It is critical to know what works
and what doesn't. Our combined talent and
experience will deliver unique, dynamic, innovative retail solutions.
d:r: What coming trends do you foresee for the
retail industry?
Gorischek: AHH...the crystal ball question! I don't
necessarily see them all as trends, as much as best
practices. I think some retail basics have been
ignored. For example, a surprise or two (or three);
entertaining and educating the shopper in a fun,
interactive way; and clever and tasteful visual
presentations. The customer votes with their commitment to time spent in your store and, ultimately,
by ringing the register. Sometimes getting back to
the basics is a great place to plan for the future.
- Michelle M. Havich
IGNAZ GORISCHEK HAS SPENT 41 YEARS IN THE DESIGN INDUSTRY.
HE RECENTLY JOINED CALLISONRTKL AS A VICE PRESIDENT IN THE
FIRM'S RETAIL PRACTICE GROUP, AFTER SERVING AS VICE PRESIDENT
OF STORE DEVELOPMENT FOR NEIMAN MARCUS.
http://www.DESIGNRETAILONLINE.COM
http://www.GLOBALSHOP.ORG
Table of Contents for the Digital Edition of design:retail - April/May 2016
design:retail - April/May 2016
Table of Contents
Editor’s Note
On Trend
On Trend
We Love This!
Designer Picks
Clicks & Mortar
Inspirations
Postcard
Mingle
Have You Heard?
Perspectives
Shopper Insights
Shopping with Paco
20th Annual Markopoulos Award
The Markopoulos Circle Past
Heritage
Oiselle
40 Under 40
GlobalShop Roundup
Products
Backstory
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