An understanding of the brand’s values and comprehensive knowledge of the product are the central keys to success when designing within the retail design sector. It is essential to communicate the brand image and to develop a strong marketing strategy.
The role of the interior designer is to create innovative interior architecture that echoes the brand's aesthetic codes, and to create design proposals that are designed to reflect the philosophy and ethos of a brand.
Instantly recognisable, an architectural design concept is uniquely adapted for a brand and is focused around the consumer experience. Various design factors have to be taken into consideration when developing retail design concepts: the general interior design & spatial design, furniture design, customer flow, sound, visual merchandising, window displays, product packaging, graphic design in the boutique, marketing materials / tools, new media implementation, etc.
A successful retail concept is able to communicate the identity of the brand using the global language of architecture. By consistently adding value, the brand not only remains competitive and has the opportunity to grow but also increases customer loyalty.