design:retail - June 2019 - 62

Creatif}
"Brick-and-mortar retail is no
longer just about transactions
(that's what makes online
shopping popular). People now
leave their houses to have
an experience they can't get
online. Consumers want a
place they can stay and hang
out for a while, a place where
they can make an event out
of their visit."
- Brian Weltman, Retail Habitats

When it comes to an inspiring, experiential destination, Creatif is all about igniting everyone's
inner artist. Jaya Aiyar, owner of Creatif, wanted an
art studio setting that was kid- and adult-friendly, a
communal and supportive environment for creative
expression that anyone can enjoy. Retail Habitats
designed a lively interior for Creatif that supports
warmth, wonder and whimsy for all-the serious artist, first-timer or interested observer.
Concrete, maple wood, glass and contemporary
furnishings create a modern, neutral setting that is
accented with bold pops of color and graphic applications to create a bright, welcoming atmosphere. Steel
gable structures offer a sense of privacy in the open
floor plan with private event and instruction rooms
also available. Customers can explore a variety of surfaces for custom creations and use the Creatif app for
art inspiration and instruction. Whether using art to
unwind after a long day, watching your child paint
while catching up on email, participating in a class or
throwing an art event, Creatif is all about providing
an experience that encourages imagination and creativity. The Pleasanton, Calif., location is a success so
far, with hopes for expanding this artistic enterprise.
"Successful brands have become experiences. They
have found ways to integrate into our lives, rather
than expecting us to fit in at their stores," says Brian
Weltman, CEO, creative director and founder of Retail
Habitats and responsible for interior design, custom
fixture design and vendor selection and coordination
for Creatif. "Companies like Creatif think through
every touchpoint, optimize the experience, and turn
everyday customers into forever evangelists."

PHOTOS BY STEVE KOSAKA

he real estate mantra for success has always
been "location, location, location," and
while site is of course an important component for retail success, one might say the retail
mantra is now "experience, experience, experience."
The digital experience, the brick-and-mortar experience, the brand experience-it's clear that retail
success relies on memorable experiences at every
touchpoint of the customer journey. And when it
comes to drawing customers to the physical store,
an authentic, enticing experience is a must.
As companies continue to compete for customer
attention, strategists are looking at more than what
their products have to offer. They are looking at how
they can entertain, educate and inspire customers
in order to build brand awareness and loyalty. Retail
stores are being positioned as community destinations, places where people can learn, share and
connect. In some cases, brands are looking to complementary industries and businesses to enhance
their brand's service proposition. While success
may still be measured with product sales and revenue numbers, retailers understand the power of
a holistic experience to serve as an impactful marketing strategy and subtle sales tool. A memorable
experience can introduce a brand to a new audience
and is something consumers will share, fans will
follow and brand tribes will demonstrate loyalty to.
On the following pages, we highlight several savvy
companies, such as Creatif, PlantShed, Dear So Cute
and Caudalie, which are fully invested in the power
of an experience and infusing activities and services
together to provide a little something for everyone.
Welcome to the world of hybrid retail.

design:retail - June 2019

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