Addicted To Retail (ATR) Special Feature: FUTURE SHOP by Carlos Aires – European Retail Update

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Addicted To Retail (ATR) Special Feature: FUTURE SHOP by Carlos Aires – European Retail Update. What is going on in European Retail? Trends for the next year.

On 12 January and for the second year running, I had the honour of hosting a conference in the New York Fashion Institute of Technology for a group of Brazilian retailers. The training day was organised by my friend George Homer, president of the Retail Design Institute of Brazil and one of the most knowledgeable people about Retail in the world.

My talk focused on my opinion about what is going on in Europe in terms of the design of commercial spaces, where, those who really inspire me, are introducing a new approach to design based on the current climate of each market. I based my talk on one key aspect: FINDING LOCAL DIFFERENCES THAT DISPLAY NEW TRENDS IN THE DESIGN OF COMMERCIAL SPACES.

And here is my selection of retail trends for 2013:

1. Concern for people’s everyday lives. London. Stuart Haygarth. Visual Merchandising in a hospital. S. Haygarth’s latest work is installed in the new UCH Macmillan Cancer Centre. He created an enormous chandelier with hundreds of everyday objects that he found by chance to form what he calls “an archive of fragments from people’s lives”. It represents the long journey faced by cancer patients and the memories they collect along the way.

2. Exclusive and ephemeral luxury for large department stores. Paris. Dior. Pop-up Christmas store.
The ephemeral and the exclusive are of the main concepts we will see developed by luxury brands. This Christmas in the large Printemps department stores, Dior installed a pop-up store exclusively to present more than thirty inspired creations from the cruise collection.

3. Export of European talent. Hong Kong. Fabio Novembre. Hit Gallery. Multi-brand design. The crisis on the old continent and the rise of developing countries is increasing demand for European professionals qualified in retail design. One example is that of the brilliant Fabio Novembre. His latest work was the design of the Hit Gallery, a multi-brand boutique established in Hong Kong. This is part of an international project which will next be moving onto Milan. The most eye-catching element of this shop is its zigzag-shaped floor, creating an optical illusion with hypnotic effects.

4. Austerity and local talent. Warsaw. Tomasz Ochotny. Nike.
More and more we are seeing how large international brands are turning to local talent and austerity, such as the use of untreated material, where the product and the message are what really count. Take for example the new Nike shop, created by Polish designer Tomasz Ochotny.

5. Subtle, gentle and feminine fashion. Zagreb. Vanja Ilic. The shop as an exhibition space for fashion designers. Have you noticed that the majority of female clothes shops are not very feminine? Is Zara a feminine shop? Mango? H&M? Uniqlo? Massimo Dutti? I think we will see a lot more “subtle, gentle and feminine” characteristics being developed, starting from now. I like the work of the Croatian Vanja Ilic and her design of a new shop for fashion designer Braka Donassy. She covered the walls with a soft, white fabric that was then backlit to create a subtle and interesting ambience.

6. The rise of “Cosy” recreational spaces. Moscow. Peter Kostelov, Alexy Rozember. Bar Studio Kluchi. Another interesting trend provoked by the current climate is the desire to stay, meet up and socialise in places that offer a homely experience. The interior design of the new Kluchi Bar Studio, located in Moscow, is an interesting concept which in a 300 m2 space combines various rooms that are both elegant and classical at the same time. The project is the work of architects Peter Kostelov, Alexy Rozember and Grechko Anton.

7. Independent fashion in inspiring spaces. London. James Plumb. Hostem. Alternative men’s clothing. One example is Hostem, a space for anyone looking for alternative men’s clothing. It can be found on Redchurch Street in East London, an area that is becoming one of London’s most important centres for fashion, where independent designers, new bars and restaurants are appearing on a daily basis. Hostem is a space that was created by James Plumb to inspire. A men’s shop that combines and merges both classical and contemporary elements.

8. Branding Pharmacies. Spain. Carlos Aires, Marketing-Jazz. Farmacia Santa Maria, Farmacia SantaCruz and Farmacia Hermosa. Increased competition, the upcoming liberalisation of the sector and the need for differentiation and specialisation, as well as a greater concern for health in a large part of the population, will all contribute to us seeing an increase in the creation of new brand concepts across the pharmacy world. In Spain, this retail design trend is being led by Carlos Aires, of the company Marketing-Jazz.

His most recent projects include Farmacia SantaMaria, which develops the concept of a “healthcare temple”, Farmacia SantaCruz, a project that won first place in the retail service category of the 42nd International Store Design Awards, and Farmacia Hermosa, a beautiful and spectacular project developed in a small village in Jaén, Spain.

See you soon, All best, C

Carlos Aires

MARKETING-JAZZ

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