PHYSICAL DESIGN

Consumers still appreciate the ‘touch and feel’ experience of physical spaces – however, their role needs to be redefined. Now is a key time to capture attention from new customers. Communicating reasons to trust and ensuring a “first-time-right” encounter is more important than ever.

BREATHING SPACE

Shopping Centres should provide more indoor-outdoor areas where customers can enjoy fresh air, active recreation, green space, outdoor seating, pet-friendly areas and events, representing an intersection of physical and online shopping. These spaces will become the new lures to enhance customer engagement and confidence in safety.

PUBLIC SPACE

Historically there has been a drive towards greater density in our retail and leisure developments – however we now need less intensive planning strategies that balance both commerce and critical health. With each project typology, we are investigating new technologies, circulation patterns, people densities and pinch points, to help reduce risk.

RETAIL SPACE EFFICIENCY

Businesses are strategically adjusting their operating space as they do not require as large a service area. Retailers, especially F&B, fashion, cosmetics and personal care, are shifting their focus heavily towards e-commerce.  The fastest adapters will downsize their store & seating areas to have bigger fulfilment centres and delivery/pick-up areas.

‘Retail reimagined: The new era for customer experience’, Periscopes for McKinsey, August 2020

FEELING SAFE

Consumers now care more about in-store safety and prefer offerings that are healthy & locally sourced. Providing safe environments is critical to alleviating customers’ anxietiesm supporting a return to in-person leisure & retail visits.

HANDS OFF

Our overall spatial designs will be affected by the use of touchless technologies being accelerated to reduce direct surface contact. Customers will be drawn to use contactless payment, automatic toilets, door sensors, automated parking, and digital menus; which will be heavily relied upon due to social distancing.

MATERIALITY

We are researching materials to protect from & resist virus spread. For example, the value & properties of historic materials such as copper/brass; as well as new materials & technologies such as self-cleaning and anti-bacterial coatings. The use of materiality that is solid and cleanable will increase, such as those from F&B venues.

RESPONSIVE ENVIRONMENTS

Retailers should reveal what would usually be hidden and make it part of the overall experience. Proving the best air quality conditions, with systems as a focal point, could mimic an installation. We are exploring active and passive environmental techniques that respond to climate/change, air density and composition. Intelligent Adaptive Facades, Prediction Modeling, and Responsive Air Quality Control are at the forefront of new leading-edge architecture.

‘Retail reimagined: The new era for customer experience’, Periscopes for McKinsey, August 2020

CUSTOMER EXPERIENCE

The pandemic has changed consumer behaviours, some permanently; a consolidation of shopping trips and customers trying new omnichannel models, just to name a few. Many of these new engagement models are here to stay, however customers still want to visit physical stores to experience the environment and product offering.

THE CONVENIENCE REVOLUTION

Retailers that are nimble and innovative in their omnichannel approach will fare better and strengthen ties to customers. The pandemic has created a ‘convenience culture’, with online shopping, home-fitness, food delivery and home-cinema. Designers must strive to create a positive, social experience to bring these consumers out again.

Brand Engagement

Retailers now don’t need a physical space to sell things – they need them to offer experiences. Shopping Centres will be about place activation –  where customers can connect and strengthen relationships with the each other, products and brands.

Biophilic design

Concepts such as air, light, greenery, comfort and mental wellbeing need to be addressed in post-COVID-19 environments.  Spaces that anticipate a user’s needs and taps into their emotions, whilst engaging the senses, will fare best.

‘Retail reimagined: The new era for customer experience’, Periscopes for McKinsey, August 2020

HOW DO WE DESIGN FOR THE NEW NORMAL?

ACCELERATED NEW ERA

The COVID-19 health crisis has had a huge impact on Retail & Leisure design in terms of Customer Experience, Physical Design and Environmental Health & Safety. This is initiating the design industry to be more creative, think outside the box, and throw away old thought processes. Retailers, Operators and Designers must be innovative, agile, and resourceful in order to create successful and resilient future shopping and leisure environments.

Concept-i has been following the pandemic and emerging design trends. As Architects & Designers, rather than being passive participants in the matter, we have put together what we see are Key Drivers moving forward.

Follow i-News over the next few weeks to see more.

‘Retail reimagined: The new era for customer experience’, Periscopes for McKinsey, August 2020