IIDA Perspective - Fall/Winter 2016 - 37

EXPERTS

MEET
OUR

ANDREW
BORNAND

Gensler, San
Francisco,
California, USA

BORNAND: The technologies that are going to help

solve big problems will be the ones that you don't see. For
example, big data and machine learning are going to help
stores understand what to stock and when to stock it, so
the store becomes a lot smarter. Cameras and sensors are
going to allow better tracking of people in the store and
will help stores find the balance between staff levels and
loss prevention problems-and they might help checkout
become more frictionless.
Very few times do you leave a store raving about the
tech. But hopefully you leave the store having had a great
experience because the technology enabled things to
be frictionless. Technology enabled you to have a great
experience versus technology was the experience.

Perspective: Does new technology
sometimes lead to bad design?
SHAPLEIGH: We've explored virtual reality, and I think

a lot of it still lives in the entertainment realm, where it
isn't necessarily improving the shopping experience for
repeat visitors. I think getting back to physical, visual
merchandising is the best way to convey something to
the consumer, versus a virtual experience with multiple
touchscreens. People are in the store to touch and feel
the merchandise.
Augmented reality, however, is exciting to me-the
ability to use your smartphone, the tech that's already in
your pocket, to learn more. I like that it's user controlled
and they can opt in or opt out as opposed to a store
environment that's dependent on digital interaction.
CONTE: Bad design happens when the actual hardware
fails to work. It's easy enough to build digital display
hardware into fixtures and furniture, but what happens
when the screen goes black? You have to anticipate
that your screen is going to go off at some point. As a
designer, if you don't have a Plan B, then you've just
designed a dead space.
Often the vendors are based in North America,
so for our clients here in the Middle East, it could be
weeks before the vendor can fix it. Until more of these
companies have offices and technicians here, then selling
integrated technology to our clients is really difficult
because we can't promise that there are quick and easy
maintenance solutions.

Perspective: Are your clients excited about
the opportunity tech presents?

As director
of digital
experience
for Gensler in
San Francisco,
California,
USA, Bornand
is responsible for the business strategy
and delivery of the emerging digital
practice area. He oversees many projects
for the company, including the in-store
omnichannel strategy for retail clients.

CARLA
CONTE

APID, Brand
Creative
Dubai,
United Arab
Emirates

Conte is founder
and creative
director of Brand
Creative, an
interior design
and branding
agency based in Dubai, United Arab Emirates.
In 2013, the company was the recipient of the
IIDA Award for "Best in the Retail Category" in
the Middle East Interior Design Competition. The
company was also awarded Best Retail Space
for GO Sport Mall of Emirates for MEIDA (Middle
East Interior Design Awards) in 2016.

ALEX
SHAPLEIGH
CallisonRTKL
Seattle,
Washington,
USA

Shapleigh is
a senior vice
president in
CallisonRTKL's
Seattle, Washington, USA office.
He has over 20 years of experience
helping clients translate their brands
into engaging, consumer-centric
retail experiences.

CONTE: I hear clients saying, "That's great idea, I love

it-but who's going to manage it?" It presents a burden

fall/winter 2016

perspective

37



Table of Contents for the Digital Edition of IIDA Perspective - Fall/Winter 2016

IIDA Perspective - Fall/Winter 2016
From IIDA
Contents
Next
World View
Sum of Its Parts
Talk, Talk
Pre/Post
I Design
Data Viz
The Happiness Principle
Designs on Diversity
What’s Old Is New
Retail Reboot
Futureproof Now
Scratch Pad
Insider Intel
Sound Bytes
IIDA News + Updates
Why This Design Works
IIDA Perspective - Fall/Winter 2016 - IIDA Perspective - Fall/Winter 2016
IIDA Perspective - Fall/Winter 2016 - Cover2
IIDA Perspective - Fall/Winter 2016 - From IIDA
IIDA Perspective - Fall/Winter 2016 - Contents
IIDA Perspective - Fall/Winter 2016 - 3
IIDA Perspective - Fall/Winter 2016 - 4
IIDA Perspective - Fall/Winter 2016 - 5
IIDA Perspective - Fall/Winter 2016 - Next
IIDA Perspective - Fall/Winter 2016 - 7
IIDA Perspective - Fall/Winter 2016 - 8
IIDA Perspective - Fall/Winter 2016 - 9
IIDA Perspective - Fall/Winter 2016 - World View
IIDA Perspective - Fall/Winter 2016 - Sum of Its Parts
IIDA Perspective - Fall/Winter 2016 - Talk, Talk
IIDA Perspective - Fall/Winter 2016 - Pre/Post
IIDA Perspective - Fall/Winter 2016 - I Design
IIDA Perspective - Fall/Winter 2016 - Data Viz
IIDA Perspective - Fall/Winter 2016 - The Happiness Principle
IIDA Perspective - Fall/Winter 2016 - 17
IIDA Perspective - Fall/Winter 2016 - 18
IIDA Perspective - Fall/Winter 2016 - 19
IIDA Perspective - Fall/Winter 2016 - 20
IIDA Perspective - Fall/Winter 2016 - 21
IIDA Perspective - Fall/Winter 2016 - 22
IIDA Perspective - Fall/Winter 2016 - 23
IIDA Perspective - Fall/Winter 2016 - Designs on Diversity
IIDA Perspective - Fall/Winter 2016 - 25
IIDA Perspective - Fall/Winter 2016 - 26
IIDA Perspective - Fall/Winter 2016 - 27
IIDA Perspective - Fall/Winter 2016 - What’s Old Is New
IIDA Perspective - Fall/Winter 2016 - 29
IIDA Perspective - Fall/Winter 2016 - 30
IIDA Perspective - Fall/Winter 2016 - 31
IIDA Perspective - Fall/Winter 2016 - 32
IIDA Perspective - Fall/Winter 2016 - 33
IIDA Perspective - Fall/Winter 2016 - Retail Reboot
IIDA Perspective - Fall/Winter 2016 - 35
IIDA Perspective - Fall/Winter 2016 - 36
IIDA Perspective - Fall/Winter 2016 - 37
IIDA Perspective - Fall/Winter 2016 - 38
IIDA Perspective - Fall/Winter 2016 - 39
IIDA Perspective - Fall/Winter 2016 - Futureproof Now
IIDA Perspective - Fall/Winter 2016 - 41
IIDA Perspective - Fall/Winter 2016 - 42
IIDA Perspective - Fall/Winter 2016 - 43
IIDA Perspective - Fall/Winter 2016 - 44
IIDA Perspective - Fall/Winter 2016 - 45
IIDA Perspective - Fall/Winter 2016 - 46
IIDA Perspective - Fall/Winter 2016 - 47
IIDA Perspective - Fall/Winter 2016 - Scratch Pad
IIDA Perspective - Fall/Winter 2016 - 49
IIDA Perspective - Fall/Winter 2016 - Insider Intel
IIDA Perspective - Fall/Winter 2016 - 51
IIDA Perspective - Fall/Winter 2016 - Sound Bytes
IIDA Perspective - Fall/Winter 2016 - 53
IIDA Perspective - Fall/Winter 2016 - IIDA News + Updates
IIDA Perspective - Fall/Winter 2016 - 55
IIDA Perspective - Fall/Winter 2016 - Why This Design Works
IIDA Perspective - Fall/Winter 2016 - Cover3
IIDA Perspective - Fall/Winter 2016 - Cover4
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