Design firm, figure3, has been honoured with a prestigious award for its cleverly designed brand experience created for Canadian retailer, Simons.
Chain Store Age, a New-York based publication aimed at retail executives has been recognizing stand out achievement in the retail industry for nearly 100 years. This year, the publication honoured figure3 with a sweep of four top awards.
From remote controlled ‘capsule’ fitting rooms that descend from the ceiling to valet-style rooms equipped with tablets showcasing the ‘look of the week,’ ‘touch-points’ for engagement are paramount to figure3’s winning concept for the 115,000-square-foot playground in West Edmonton Mall.
In-depth consumer behaviour research initiated by figure3 included trips into consumer’s closets through innovative online diaries and cohort shopping. Visual audits of each department’s typology were divided into young/urban/traditional tribes and then used to translate Simons’ private label brands into physical spaces in the new store.
The result is a new retail landscape and service model that encourages consumers to explore the fashion environment through design features that speak to each unique demographic.
Customers can use a cutting-edge digital photo studio resembling a giant iPad to take real-time photos of their shopping experience. Connected to live social media feeds, shoppers are encouraged to take pictures of outfit combinations and get instant feedback from friends. In-house stylists can create ‘key looks’ on mannequins that embody each department typology, promoting them inside the store and beyond by “tweeting” the looks through photo booths. This real-time engagement designed by figure3 allows the fashion ‘magic’ of Simons to be displayed on social media channels to customers outside the store. The fashion customer becomes ‘a star’, embedding the Simons’ experience into outside channels with the touch of a button.
And while most retailers don’t encourage consumers to linger, figure3 encourages Simons to invest in future consumer loyalty with interactive touch-points such as an on-demand gaming station and an enticing, cavern-like interior for the elusive younger male ‘skater boy’ demographic.
“We’ve gone beyond traditional interior design and provided solutions for all aspects of today’s complex retail ecosystem,” says Christopher Wright, design principal at figure3. “We haven’t just designed a store but, instead, created an experience that will make the whole more profitable.”
