Home' Commercial : Commercial Designs 2010 Contents WA's Best Commercial Designs 131
More than simply creating a physical
space for a product, good retail
design has the ability to portray the
soul of a brand and connect with
consumers. It can mean the difference between a
customer who forges an ongoing relationship with
the store, and one who walks out never to return.
From signage and display cabinets, to lighting
and flooring, retail design is about providing an
enjoyable shopping experience
-- an experience that translates
into increased sales.
And while restrictions with
space, governing regulations
and budget limitations can
complicate retail design, to
not invest can prove costly.
Marshall Kusinski director
Kathy Kusinski, responsible
for the fitout of the Schiavello
Showroom in West Perth (a
DIA (WA) 09 Awards entrant),
says it's a no-brainer: good
design is great for business.
In an increasingly competitive market,
consumers are looking for more than just good
service and the right combination of design
factors may be the distinguishing feature.
"If it enhances the workplace, it will enhance
the experience for the customer," Kathy says.
"Great lighting, a good traffic flow throughout the
showroom and the presentation of the product are
important in making sure you are enhancing the
product to the best of its ability."
Brooking Design Practice director Tom Brooking
says successful retail design requires equal
measures of clever branding, marketing and design.
"Retail design is one of the most challenging
types of design to get right because not only does
it need the interior and architectural aesthetic, it
incorporates branding and signage. Unless you get
all elements correct and back
it up with good staff and sales,
it can be a total disaster."
Tom, whose firm has
overseen the design of
clothing store Live as well as
Planet Books in Mt Lawley and
shoe store Soul Outlet in the
city, says there is a psychology
behind retail design.
" e best example I can
give is the Live stores. ey
have always been created to
be more of a destination than
a store you just go past. ere are a lot of elements
that go into the design. ere is loud music, which
fits the target market. So you're going into that
store imagining you're in a club or in the bar and
there's a simile to going into a Live store and going
out on the town."
Market research is also vital in creating a
successful design, which is why Brooking Design
Practice makes a point of understanding a store's
In a world of sensory over-stimulation, instant gratification and technological advancements
that are obsolete the very next day, it takes a lot to grab the everyday consumer's attention.
And while we're more sophisticated than ever, we're also more choosy about where we spend
our money. Nadia Miraudo talks to some of WA's leading designers and architects about
successful retail design and the factors that make the biggest di erence.
The new Schiavello Showroom in West Perth features eye-
catching displays, including a vertical garden by Joost Bakker.
Schiavello Showroom image courtesy of Marshall Kusinski, photography David Morcombe
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