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Once the brand has been established and the
market for its products is fully understood, an
analysis of the retailer’s current building stock or
an investigation into ﬁnding a suitable site
begins. The brand guidelines for the interior
demonstrate a typical size of store for the
The overall principles of the interior layout can
be broken down into four areas: the entrance,
main circulation, pace and ﬁnally sales in the
form of displays, ﬁxtures and payment areas.
The design of the entrance to a store is
very important. It needs to entice the
customer in and give a glimpse of the
products beyond the threshold.
The shopfront’s main task is to
communicate to potential customers the
essence of the interior and to display a
glimpse of what can be found on the other
side of the glass.
In most cases, the shop front/shop window is a
draw to buyers to make them feel comfortable
when approaching the store and venturing over
For others, it is an opportunity to window-shop
and aspire to buy into the lifestyle on view.
In some instances, the shop front and entrance
are designed to deter the public from entering,
with security on the door.
The shop facade must ﬁrst take on the essence
of the brand.
Done through graphic communication: fascia
signage, a projecting sign, window details and
lifestyle graphics as part of the window displays;
the materials from which a new shopfront is
constructed, or how an existing shopfront can
be adapted to meet the design requirements;
the merchandise in the window and the brand
message/slogan that is conveyed by the
window display; and the position of the entrance
door and how this will be managed.
IN CITY NEIGHBOURHOOD
The approach to shopfront design will vary
depending on the site location (building
regulations) and the impact of the design of the
neighbouring shop facades.
IN SHOPPING CENTER
In the case of shopping centers, neighbouring
retail outlets and arcades will have to be
Contract between the retailer and landlord to
outline what can and can’t be done to the unit or
the sign above the window of a shop, where the
shop's name is written
the front side of a store facing the street; usually
contains display windows. displaying items for
sale or otherwise designed to attract customers
to the store. Usually, the term refers to larger
windows in the front façade of the shop. Display
windows at boutiques usually have dressed-up
mannequins in them.
story telling & scenography
Briefed to create a stunning
flagship store for the
opening of Westfield
produced a store that is a
literal interpretation of the
name, Fullcircle. A shop
within a shop, with specific
sections cut away, creating
two perfect optical
illusions within the space.
Design: Giorgio Borruso Design, Marina Del Rey, CA.
Fixtures Buzzoni, Bosaro, Rovigo. Italy
Fixtures Eventscape Inc., Toronto, ON. Canada
This 4,000-sq.-ft. prototype represents the Italian sports
brand with design elements personifying movement.
Garment racks lean forward, elliptical columns descend
from the dark recesses of a ceiling made fluid by
undulating strips of fabric-bound aluminum flowing
across the space, and hundreds of shoes climb along a
50-ft.-long canted wall textured with delicate waves. The
merchandise triumphs as the transparency of fixture
components place it squarely in the spotlight and
reflective columns give it an instant replay.
Location : Miss Sixty,
South Coast Plaza, Costa
Design architects :
Borruso & Alessandro
Design, Venice, CA
Ceiling systems : Barrisol
from Kembs, France
Lighting : LED floor
lighting from Special-T
Lighting, globe pendant
lighting from Louis
Poulsen, ceiling lights
from Bartco Lighting and
Furniture and fixtures :
Sound system : Audio
ReQuest from Zone One
Dri Dri Local Italian Gelato
А lovely pop-up ice cream stall at the
Front Room of St Martins Lane Hotel
in London. The temporary italian
gelato shop is designed by architects
Elips Design and serves gelato from
the UK company Dri Dri from a timber
cart on wheels.
The Front Room of St Martins Lane’s hotel is a dynamic
retail space. It has housed various creative
collaborations with partners including The Convenience
Store, Wallpaper, Angela Hill, The Design Museum and
Nowness. This time it will be converted by ELIPS
DESIGN into an idyllic Italian beach, complete with
traditional decking, colored beach cabins, sun
umbrellas, chairs and tables. The customers will be
transported to the Mediterranean in the heart of
London’s bustling centre enjoying their gelato DRI DRI.
The beach cabins are thought in the way to divide the
space and create a back of the house for storage. The
sun umbrella are wall stickers to create more
perspective in a bi dimensional space”.
1. Fascia sign
2. Projecting sign
3. Window decals
2. Illuminated box
3. fret-cut in metal