"How landlords, retailers & designers can harness the power of design to differentiate their offer by engaging with customers in more meaningful ways." Presented at the InRetail Summit, Dubai 2016. In a constantly connected world obsessed with the next ‘update’ or ‘filtered selfie’, customers are seeking experiences that are more meaningful, products that represent their values and brands that create a positive impact on the neighborhood around us. The ‘anti-prototype’ is a push for more localized, authentic, & ‘active’ spaces through which to engage with one another. Our response to this requires a more ‘anthropological’ approach - one that harnesses the collective strength of retail’s combined disciplines to satisfy our converging lifestyles. This session will explore ways in which to connect with people where they live by unleashing the power of design to transform lives in the neighborhoods where shoppers, workers & students live.  Learning Objectives: What can we do to surprise & delight customers? What would an ‘unfiltered’ experience feel like? Is it too late to slow down, re-engage our senses and can a store be a catalyst that creates positive friction in the community? As a result of attending this session, attendees will: * Discover what makes a destination when so much can be accessed online. * Learn how to create new forms of intimacy between brand and consumer that feel authentic & real. * Understand how brands can remain consistent so they do not become diluted as a result of localization.

1. SPEAKER: JAMES FARNELL,RDI
INTERNATIONAL PRESIDENT, RETAIL DESIGN INSTITUTE;
CREATIVE DIRECTOR, BRAND EXPERIENCE STUDIO, LITTLE
INRETAIL SUMMIT, DUBAI, JUNE 2016
WHAT MAKES A
How designers and retailers can harness the power of
design to differentiate their offer through engaging with
customers in more meaningful ways.

2. www.retaildesigninstitute.org 2What Makes a Destination? © Retail Design Institute 2016
We are the retail industry's creative professionals,
founded in 1961 as a collaborative community where
ideas, knowledge and passion are shared to fulfill the
fast-paced planning and design needs of retail.

3. www.retaildesigninstitute.org 3What Makes a Destination? © Retail Design Institute 2016
EVENTS
• Chapter Events 100+
• International Awards Gala
• Collaborate
• Accreditation (RDI)
• Career Building
• Networking
• Education & Market Intelligence
• Competitions & Awards
14+ CHAPTERS
Atlanta | Southeast · Chicago · Hong
Kong · Madrid | Barcelona ·
Minneapolis | St.Paul · New England ·
New York · Northern California · Ohio ·
Pacific Northwest · Sao Paulo ·
Southern California · St Louis · Toronto
Diverse membership of design professionals, trade
representatives, students of design, the media & other
industry leaders.
BENEFITS

4. www.retaildesigninstitute.org 4What Makes a Destination? © Retail Design Institute 2016
Silver Sponsors
Bronze Sponsor

5. www.retaildesigninstitute.org 5What Makes a Destination? © Retail Design Institute 2016
What makes a destination?

6. www.retaildesigninstitute.org 6What Makes a Destination? © Retail Design Institute 2016

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It is becoming more difficult to differentiate
and to increase customer loyalty.
The ultimate differentiator is experience.

8. www.retaildesigninstitute.org 8What Makes a Destination? © Retail Design Institute 2016
Today customers have an ever increasing
number of touchpoints to engage a brand, its
products and services. The number of brand
touchpoints have increased exponentially
over the past two decades. The pressures of
our “all on, all the time” society has increased
our need for value, not just in the goods and
services we purchase but also in the quality
of interactions, and experiences we have.
Customers have a sense of entitlement and
they are willing to pay a premium for better
service. Brands are investing and improving
the customer experience not only to secure
a positive brand perception but also to elicit
new customers and opens the doors to ad-
ditional revenue opportunities.
OMNI-
EXPERIENCE SMART MOBILES
PRINT MEDIA
EXPERIENCE CENTERS
SHOP IN SHOP
IN-STORE DIGITAL
SOCIAL MEDIA
PHYSICAL STOREONLINE RETAIL
© LITTLE 2016

9. www.retaildesigninstitute.org 9What Makes a Destination? © Retail Design Institute 2016
The flagship store is a showcase for the brand. Unlike
other stores, the primary purpose of a flagship is to make
a differentiating statement about it’s aspirations.

10. www.retaildesigninstitute.org 10What Makes a Destination? © Retail Design Institute 2016
Starbucks ‘Reserve Roastery and Tasting Room
Seattle, United States

11. www.retaildesigninstitute.org 11Trendcast 2016 © Retail Design Institute 2016
Apple Store
Union Sq, San Francisco, United States

12. www.retaildesigninstitute.org 12What Makes a Destination? © Retail Design Institute 2016
How can you develop a meaningful
relationship with your customer by engaging
their senses to create an emotional
connection with your brand?

13. Social
The physical store remains a key platform for
experiential, communal brand experiences –
spurring sales across other channels.

14. www.retaildesigninstitute.org 14What Makes a Destination? © Retail Design Institute 2016
Samsung 837
New York, United States

15. Localized
Providing local staff & customers with a sense of
ownership and belonging.

16. PORTLAND NEW YORK PARIS
SINGAPORE KYOTO KOREA

17. Storytelling /
Educational
Creating an emotional
connection with the customer

18. Relevant
Brands must go to the customer, and learn to
wrap the experience around them.

19. www.retaildesigninstitute.org 19What Makes a Destination? © Retail Design Institute 2016
True Runner
Pittsburgh, United States

20. Engaging
Stores that are experiential, provocative…taking
the experience from selling to seduction through
engaging the senses.

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Beauty Brands, 182 Elizabeth by Tadao Ando & Tokyo Bike
United States

22. 3C's
Content
Context
Community

23. Content
How can you foster a desire for customers to
experience your product or service?

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Content
Nixon
New York, United States

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Shinola
New York, United StatesContent

26. MOVIE CLIP 37SECS ‘REEBOK ‘LOCAL INK’ HTTPS://WWW.YOUTUBE.COM/WATCH?V=HL8IH-SFDT0

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Churchill ’s Butchers
Sydney, AustraliaContent

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Muji
New York, United StatesContent

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Kikki.K
London, United KingdomContent

30. Context
Where your customers engage with your brand is equally
important as how they engage with you.

31. www.retaildesigninstitute.org 31What Makes a Destination? © Retail Design Institute 2016
The Apartment by the Line
New York, United StatesContext

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Hunter
Regent St, London, United KingdomContext

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Symantec Corporate Campus by Little
Mountain View, Northern CaliforniaContext

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Nudie Repair Shop
New York, United StatesContext

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Context
Leroy Merlin
Le Havre, France

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Toms Shoes Cafe & Store
Multiple LocationsContext

37. Community
Participating in the local community is key to developing a
more intimate relationship with the customer.

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Space Ninety 8 by Urban Outfitters
Brooklyn, United StatesCommunity

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Credo by Little
Orlando, United StatesCommunity

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Kit & Ace
New York, United StatesCommunity

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Bunulu by Little
Florida, United StatesCommunity

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Tanner Goods, Aesop & Shinola
Portland, United StatesCommunity

43. What makes a destination?

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Target Open House
San Francisco, United States

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Explore ways to
implement change. To stay fresh in front of
the customer and to maintain momentum
in a rapidly changing world.

46. www.retaildesigninstitute.org 46What Makes a Destination? © Retail Design Institute 2016
Your retail portfolio will need to include an array
of physical & non-physical
diverse formats

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IKEA Space 10

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Seek solutions by looking at problems differently
with a willingness to change the game through
alternative technologies & processes

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Design Hacks & Intelligent Mash-ups
IKEA + IDEO + Lund University + Eindhoven
University of Technology

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“One thing we share in common is our passion for
design and the skill to craft memorable experiences.
Join the Retail Industry’s leading body of
creative professionals today!”
Thank you.

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The Institute is seeking to establish partnerships
with sponsors who share this passion for promoting the
advancement and collaborative practice of
creating selling environments.
Partnering with RDI

52. www.retaildesigninstitute.org 52What Makes a Destination? © Retail Design Institute 2016
After a year of development, the design team created a modern
and luxurious new store environment for David Jones, Australia’s
most iconic department store. The materials and textures used
are more expressive and experimental.
Full-line Department Store | First Place
David Jones, Ringwood, Australia
A credit union’s new store design at Marché Central addresses
the needs and financial projects of any target clientele. Guided
by brand standards, the designers created a welcoming, bright,
open and transparent space built around “projects”.
Financial Services | First Place
Des Jardins, Montreal, Canada
The design team took Quizno’s brand promise of high-quality
ingredients and hot-crafted flavors to a new level with inherently
authentic materials and a bold palette were supported by highly
considered details that reinforce the catalytic power of heat.
Quick Service Restaurant (QSR) | Merit
Quiznos Grill, Denver, United States
The strategy for this prototype was to create a forward thinking
Raymond Ready-to-Wear Retail Concept that is a modern and
tech enabled and provides inspiration, unique styling services
and a comfortable hospitality experience.
Softline Specialty Store | First Place
Raymond Ready-to-Wear, India
The store was designed to be showroom for technology updates
where it could demonstrate the continued technology evolution
in peoples' lives, minimizing contact barriers and preparing
consumers for the future.
Hardline Specialty Store | Merit
Ponto Frio Premium, Sao Paulo, Brazil
Located in a neighborhood that's definitely not known for its
fashion and is arguably the epitome of the high-end boutique.
It's seven floors, and carries everything from Supreme tee shirts
to custom Prada.
Shop in Full/ Specialty Dept | First Place
Hudson Bay, Queen St, Toronto, Canada
This beloved student hangout at Concordia University was
overdue for a makeover. The design team delivered an elegant
aesthetic by way of simple, effective and mostly low-cost options
creating an inviting, warm and welcoming space.
Casual Restaurant & Bar | First Place
Reggie’s Bar, Montreal, Canada
The goal was to create a space to best communicate the Brand
attributes of Quality, Heritage, and craftsmanship, through
environmental, fixture, and furniture design, calling to mind the
FRYE brand aesthetic.
Specialty Store - Shoes | First Place
The Frye Company, Atlanta, United States
Stores of the Year 2015-2016…

53. www.retaildesigninstitute.org 53What Makes a Destination? © Retail Design Institute 2016
SOY 21 | Available NOW… …in Hardback & Digital

54. www.retaildesigninstitute.org 54What Makes a Destination? © Retail Design Institute 2016
Sharing
slideshare.net/retaildesigninstitute
James Farnell, International President
jfarnell@retaildesigninstitute.org
Twitter @Farnell James
Instagram @James Farnell
www.retaildesigninstitute.org

55. Sources & Acknowledgements: Retail Design Institute’s 44th International Store Design Competition, Racked NY, B&N Industries Report,
Stylus, WWD, VM&SD, Wallpaper, Monocle. Presented by the Retail Design Institute retaildesigninstitute.org & content provided by Little
littleonline.com