Beyond Retail: Retail Design and Concept Stores

Before beginning, a brief note: in this post, we are going to talk about what retail design is, provide some examples, discuss its advantages... but ultimately, what we'll be discussing is user experience (just like on a website).

The act of buying has gradually become more experiential than transactional. People want to "live" the purchase. And this is where traditional commerce comes in.

In reality, it is a discipline that could be defined as hybrid since it combines elements from different fields. It adds aspects of interior design, architecture, visual merchandising, product design, among others.

What does it do? Essentially, it uses all these elements to create a memorable experience for customer. The architecture adapts to the space's purpose, making it functional while also appealing to the public. However, it always goes beyond practicality; its aim is to make everything pleasant and seamless, providing that extra touch.

Because we've mentioned retail, but the parallel with optimizing usability in eCommerce is more than evident.

The sensory aspect of purchase is one of the main focuses of retail design: attention is given to the visual appearance of the space,textures and materials, lighting, ambient music... even the store's fragrance.

This leads to the second concept, which is directly related to the first one. Concept stores are commercial spaces where retail design has been applied to project a certain lifestyle.

We could say that inspiration is the keyword . They try, by all means, to distance themselves from impersonal stores and franchises. Anyone could enter Costco or IKEA with their eyes closed, and it would be nearly impossible for them to know whether they're in Seville, Oregon, or Berlin.

On the other hand, concept stores strive to individualize the experience to the maximum. To achieve this, they challenge the standards of conventional stores that prioritize functionality as the main objective. These spaces are more sterile, even cold or almost industrial.

In such stores, you enter, make a purchase, and leave. But in a concept store, in addition to finding the product itself, the environment itself will predispose you to be comfortable and encourage you to stay. Carpets, a library, comfortable seating, artwork, multimedia installations, a bar with a view... anything that contributes to the context and lifestyle is welcomed.

These stores are often located in representative buildings or ones with a history behind. An old mansion from the last century or a former printing press can contribute to their character and serve as the perfect setting for the store's concept.

We could say they are somewhere between stores, art galleries, entertainment spaces, and trendy restaurants.

In the heart of Madrid's Gran Vía, one of the capital's most important avenues, we find this enormous store located in what used to be an old hotel. The building itself is spectacular, and they have incorporated its former function into the concept.

Each floor is decorated and organized in a different way: from industrial to baroque, without forgetting the food and beverage area (the former hotel owner's residence, which even maintains its shower in a prominent place).

This helps as smoothly transition from technology to cosmetics or from fashion to home decor, all the while surprising us at every step. It's not like El Corte Inglés, where all the floors are identical.

What stands out most about Wow Concept is that each product has its own space to shine: forget about overcrowded shelves; here, products are displayed almost like works of art.

Take a look at their website because they also have an eCommerce platform. They offer interesting features such as live streaming, the ability to book personal shopper services (via email, phone, or in person), makeup workshops, and product trials for items like electric scooters or bicycles.

The latest addition to their experiences has been creating a festival dedicated to urban fashion on the store's third floor, featuring DJs and brand activations like Adidas.

We've given an example from Madrid, so let's now focus on Barcelona. These boutiques, because that's exactly what they are, are scattered throughout the Born district.

Instead of having multiple floors, they consist of eight different locations in exclusive buildings, including dedicated spaces within hotels such as W Barcelona, Arts, and Renaissance.

This plays an important role within the store's concept itself because each establishment is focused on a different "department" of the store. You have to walk only a few meters to move between them.

Its visual concept may not be as avant-garde as Wow, but it doesn't mean that this concept store has inferior retail design. As it positions itself in the luxury fashion segment, exclusivity is projected in every aspect. You could say it is somewhere between the lobby of a 5-star hotel and the living room of a home featured in a decoration magazine.

This experiential retail model is growing increasingly popular. We have only mentioned two examples, but there are many more worldwide.