In order for retailers to better understand the process of experience-first luxury design, co-founders Jeremy Bergstein and Dave Skaff outlined five steps for architects, designers and retail companies to create thought-out spaces from the onset of the build process:
1- Consider the ‘New Retail Architecture’ – Physical architecture and digital architecture have to get to know each other. Enterprise technology influences almost every element of the modern customer experience. These systems are too critical to the core service the store delivers to ignore early on. You need to build on a strong foundation before you can architect any type of shoppable brand space.
2- Think Beyond the Space – Customers are interacting with your brand inside and outside of store lease lines. Understand early on how your customers are engaging with the brand so you can enchant them and build experiences to meet them where they are.
3- Leverage Historical Data – Don’t underestimate the power of data, and be prepared to make changes along the way. Data can inform everything from hyper-optimized regional store marketing and assortments to store displays, experiences and layout.
4- Give Customers What They Want – Now that you know your customer, “architect” your space so guests will stay longer and give them an opportunity to have a personal moment with brand and product.
5- Allow For Flexibility – Remember that key elements like flexible checkout and fulfillment are now table-stakes for a complete customer experience. Flexibility impacts physicality in an store environment.
The Science Project (TSP) is a luxury retail design firm based in New York City. From Kate Spade to Perry Ellis and Barneys New York, they have continually pushed the boundaries of what truly defines “experience” in meaningful, well-thought-out ways that work across the digital, data and built environments and push the traditional boundaries of architecture.
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