Page 49 - February 2021

SPECIAL FEATURE | GLOBAL SHOPFITTING & DESIGN

he retail sector has been hit particularly hard of communication to members of staff for further assistance
by the global pandemic, but with crisis comes without having to leave your designated area.

opportunity for innovation, and many brands • Virtual Assistants - If you shop online, you’ll have seen
T and businesses have reacted and adapted rapidly that many businesses have introduced chatbots and virtual
and admirably to the changed environment. assistants to help with queries. As we head back to the high
Alongside hospitality properties, retail spaces have had to street in 2021, we might begin to see these virtual assistants
adapt to ongoing guidelines, which have potentially changed present in physical stores. Recent products such as Pepper
how they will function in the future. According to SGP’s the retail assistant could be something customers become
‘Commercial Property Trends for 2021 and Beyond’ article, familiar with, as the technology will allow them to receive
four key design trends for the future are: special offers instantly in-store and log direct feedback on
• Welcoming Spaces - This trend comes through in cafes, their in-store experience.

hotels and restaurants but creating spaces which feel more Whilst retail has of course changed dramatically in recent
like real living spaces will become increasingly popular in years, it is no more apparent than in the last 12 months
retail properties. Incorporating more seating for customers due to the ongoing pandemic. Because of this, physical
to get comfortable and indulge in the shopping experience locations have had to raise the bar and re-evaluate their
more than a cold hard exterior of racks of clothing will be layout, atmosphere and character to ensure that it is an
preferred. More vibrant colours and interactive aspects such experience that customers could not get online.
as advertising screens incorporated into the room structure SteamPunk’s article entitled ‘Fit Out Design Trends
showcasing models in clothing are also likely to become 2020’ suggests that retail spaces of the future needs to
more popular. incorporate flexible spaces, which essentially boils down
• Experiences Over Sales - Shopping habits have likely to the creation of ‘pop-up’ counters and displays offering

changed for many Brits with the stay at home messaging samples. For fit-out arrangements, they argue it is about
in 2020, which means the physical shops may no longer flexible design, making sure that it is possible to create these
be the final destination in the purchase journey. Instead, spaces whenever a particular promotion is on. This could
the physical space is somewhere customers will come to be via clever partitioning, having modular furniture that can
test out products and then make their purchase decision be used in many different ways and in various fixtures and
online. Some brands such as Canada Goose have taken this fittings such as lighting that can itself help to ‘zone’ an area.
a step further already and created demo environments for SteamPunk also mention that whilst sustainable materials
customers to really try before they buy. are important in office and restaurant/pub environments,

• Changing Rooms - Whilst many shops haven’t been it is even more crucial when it comes to retail spaces.
able to offer customers the opportunity to try on clothing Reclaimed wood and natural stone are great sustainable
before they make a purchase in 2020, once restrictions do materials to build with in a retail environment as well as
eventually ease, we expect the existing changing room space papier-mâché wall panels and biodegradable mannequins.
to have adapted. Existing cubicles will need to be made much A recent global survey of 30,000 millennials showed that
larger with walking space between each pod widened and 63 per cent of those interviewed said they wouldn’t shop
one way systems to be imposed. Regular cleaning will also be at a store they knew was not sustainable or harmful to the
common with new technology installed to allow direct lines environment in some way.

Nike House of iNNovatioN
Paris, france
shopfitter: umdasch the store Makers