The New-Build Prototype

The retail industry continues its fundamental shift towards creating highly immersive brand experiences that speak to consumer lifestyle, aspirations, and cost objectives for like-minded communities. Bespoke but adaptable retail environments aim to connect consumers with brand yet respond to an ever-changing buyers’ market. But many retailers in pursuit of new opportunities to realize their vision of the consumer encounter are now looking at scalable new-build prototypes designed to comprehensively heighten the brand experience and leverage the power of base-building construction.

The Impactful Prototype

The retail prototype, be it a new build from the ground up or the redesign of an existing location focuses on establishing a consistent, in-depth connection between consumer and brand persona that is flexible and customizable for a multiplicity of differing communities and regions. These new on-brand spaces shape the customer experience.

For a ground-up project that experience starts at first glimpse of the site exterior, which begs the question: What should the building exterior convey? What will the arrival experience look and feel like? How will the front-of-house immediately immerse the customer in the brand yet provide the anticipated convenient functionality? Answers to these questions will affect the exterior architecture, which must suggest a compelling interior true to consumer-desired touchpoints.

A penetrating understanding of client business objectives and brand and consumer needs and expectations, as well as regional differences and local culture, constitute the why behind every architectural and design decision. Furthermore, in the case of a new build, every detail from creating the brand encounter to ensuring retailer productivity to environmental stewardship (e.g., water and energy reduction, temperature control, landscaping, etc.), including the use of local materials and design elements for interior and exterior, must be considered. Challenging the status quo is essential to tell the retailer’s story to differing cultures and regions, bringing the brand to life in innovative and unexpected ways.

How Fast and How Much?

This overall approach applies to any retail enterprise, and in some instances, a prototype may be designed within the parameters of a very short timeline. In the world of quick service restaurants, for example, where speed, efficiency, and value engineering are key, within ten months we recently completed a ground-up prototype design for a well-known brand. The new design supports brand, efficiency, and meets budget, reducing construction costs by 25-30% compared to the former design.

Standout features of this new environment are dedicated circulation paths for customers and app-based delivery services. With the current emphasis on seamless online-to-offline integration, intuitive pathways both enhance the in-restaurant experience and efficiently manage app-based orders and deliveries.

Conceptual layouts exploring different consumer entry experiences from smaller, modular layouts to drive-through-led experiences and community patio marketplace exteriors allowed the client to streamline decisions.

Final Thoughts

As the realities and agendas of consumers, enterprises, and communities rapidly evolve in complexity demanding innovative thought and action, re-envisioning the opportunities for retailers presented by a new build raises attractive possibilities. Strategists, designers, and architects with the ability to positively influence the way people engage with the built environment are optimally positioned to partner with clients and create immersive environments that extend brand, provide savings, and inspire the all-important consumer loyalty.