i+D - March/April 2019 - 35

The (New) Retail Experience - By Jesse Bratter

Next-Door Connections

Ahead of the Curve

In bringing a client's vision to life, Gabriela Estrada and the team at
CORE Architects in Toronto understand that each brand is different and
unique, and all require individual guidance to help them achieve their retail
experience. With an assorted list of retail projects under their belts that have
multiple locations-Lacoste, Porsche, Adidas, Club Monaco, and La Senza
(where the firm served as architect of record), to name a few-maintaining
that brand individuality, while remaining cohesive across sites, is a key focus.
"CORE understands that each brand has invested a great deal in order to
establish its presence and to remain relevant in today's retail society, and,
as such, understands the importance of keeping their brand experience
cohesive amongst all their different locations," Estrada says. "With that said,
it is important for each retailer location to stand out in its own way, allowing
[it] to connect to its surrounding neighborhood. Brands like to achieve this
by incorporating local elements into their store designs that reflect on the
surrounding culture, allowing for a sense of consumer pride and connection."

Human needs and experience also are paramount when architecture
and design firm Gensler creates retail spaces. Its philosophy follows that the
power of design can transform organizations and improve people's lives,
and the Gensler team takes a multidisciplinary approach that examines a
brand from all perspectives.

And, that connection is most welcome in today's digital world. Estrada
urges that, even though consumers have the luxury of shopping at their
fingertips whenever they so desire, there's a certain je ne sais quoi that can't
be achieved through a cell phone. "Retailers are constantly redesigning
their stores with the consumer in mind, allowing for key areas in which the
consumer can interact with the space through technology, spatial design,
or creative zones," Estrada explains. "These elements help to remind
the consumer of the brand's presence, further encouraging them to shop
in-store."

"For success, brands need to
step away from the old model of real
estate as just transaction to a model
of experience, memory-making,
and transaction."

The firm's experiential approach is vibrantly evident in its New York project
Cadillac House. Step inside the SoHo store and studio and you'll be hardpressed to determine whether you're in a car dealership, coffee shop, art
gallery, or creative incubator. The sensory journey they've conjured includes
classic Cadillacs, sure, but also a café and coffee bar, pop-up goods from
local designers, contemporary art exhibitions, and collaboration spaces and
conversation areas.
"Cadillac was at a crucial place with its brand and realized it needed to shift
its emphasis from your grandfather's car to the attitude of making Cadillac
'cool' again," says John Bricker, principal and creative director of Gensler.
"The Cadillac House is the embodiment of all things design, art, fashion,
and film. It has become a destination for a diverse audience. They get
between 400 and 600 people a day that may come to visit the retail lab, the
gallery, [or] have a cup of coffee and hang out. The local community has
embraced the location as part of their day as a place to meet. It has had
a tremendous halo effect for exposing the brand to a younger audience."
It's where retail has headed. With the onslaught of online retail websites
and the growing importance of experiential living for younger generations,
bricks-and-mortar locations need to give customers a reason to come
in beyond simply shopping. When you want to sell even a car-something
you'd want to see and touch and test drive-the car itself is no longer
enough. "For success, brands need to step away from the old model of
real estate as just transaction to a model of experience, memory-making,
and transaction," Bricker states. "It's time to get off the couch. Humans,
because of their digital life, need a place be alongside others, together
or alone-a place to touch, taste, and smell. It's a great time for a brand
to be that connector."

-JOHN BRICKER, GENSLER
JESSE BRAT TER
is a freelance writer, editor, and stylist based
in New York. She is the co-founder of In The
Pursuit and STORY magazine, and contributes
to Modern Luxury, 1stdibs, Quest, and
Meredith publications, including Beautiful
Kitchens & Baths, Mediterranean Homes &
Lifestyles, and Country French. Formerly, she
was an editor for Luxe Interiors + Design and
Florida Design Magazine.

i+D - March/April 2019

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