design in Visual Merchandizing

Zara, Giordano, Apple store, H&M

Design is implemented to create a dialogue between the merchandise the the potential consumer (inhabitant) via spatial, material, programmatic, technical means to achieve sensory stimulation. More than a installation or window display, but a designed environment with the intention to promote sales of a product or service offered by the clients.

psychology of sale lies in controlling right brain (emotional side)

It is important to understand that the visual merchandiser is there, not to impose ideas, but to help clients articulate their own personal style.

In optimal retail environments such as the Apple Retail Stores, the visual merchandising, customer experience, and store design are all in synch creating amazing environments and unbelievable sales.

Unlike traditional retail environment that attract customers with visual accents and glamorous lighting, the Apple Store was designed much as a comfortable, clean, & spacious laboratory environment for its customers get to Apple's gadgets directly without visual and programmatic distractions. Gadgets are placed orderly along the large long tables, each with a generous amount of space, awaiting to be seen and experimented by the customers. Before the final design of the store is finalized, Apple would build a prototype of the store and invite people to come visit, giving designers opportunities to observe how their design actually work in real retail situations, and perhaps getting more insights and feedbacks from the people. The prototype is tested for a month before the design become finalized, drawings are then delivered to contractors at its respective locations throughout North America.