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design & shopfitting

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The importance of collaborative working betweenretailer, shopfitter and designer.

Communication and collaboration is key inall forms of life. not least when it comes toretailers. shopfitters and designers workingon a new scheme or store concept.

'Collaboration between all thespecialists on a fit-out project is essential.No project can succeed unless theprofessionals work together to realisethe retailer's investment and bring thedesigner's vision for outlet to life on time.on budget and to a quality standard.' saysSimon Campbell. managing director offit-out specialist Portview. 'Our internalsetting out/CAD department is key tounderpinning successful buildability of theclient's intent within the timescales andother parameters.'

Portview works with a number of leadingbrands in important retail destinations.such as London Mayfair. where it recentlycompleted work on a new flagship store

for Issey Miyake. This scheme was muchcloser in intent to an art installation thana retail fit-out. demanding a depth ofunderstanding and empathy with thedesigner's vision much greater than it haspreviously encountered.

Portview also worked on Fortnum &Mason's new beauty floor designed byWaldo Works. bringing the vision to life.which was a challenge the team relished.Key among the priorities at the departmentstore was to keep the floor trading. so allworks were carried out behind hoardingsand much of the structural work on the

ceilings. including specialist steelwork tosupport the signature chandelier in the liftarea. was installed at night. New perimeterwalls were formed to create niches for theunitary to be built into: the niches havingGRG moulds that had to be plasteredin position and the units fitted into thealcoves. while an entirely new installationof recessed and pendant lights is all on asophisticated control system.

'We regard it as part of our role toensure that lines of communication arefully open throughout a project and thatwe establish great working relationshipswith all the teams involved from the start.That way. if problems do arise they canbe resolved quickly. without compromisingthe quality of the work delivered. Ourwork on a number of projects airs ide atHeathrow is testament to this approach. Inan environment where safety is paramount.effective communication and teamworkcannot be diluted.' says Campbell.

The need to complement both onlineand bricks and mortar has seen anincrease in in-store technology. such astouch points for customers to browse onand search for items that may not beavailable in-store.

'The convergence betweene-commerce and brick and mortar stores.as part of the continued drive by retailersto hone their omnichannel strategies. isplacing new demands on fit-out contracts.'says Andy Shaw. operations director atproperty services group Styles&Wood. 'Inaddition to the increasing need to integrateclick and collect points. more retailers areencouraging customers to browse onlineoffers while in-store - helping to mitigateagainst the showrooming phenomenon.This. coupled with a need to maximiseservice lines in smaller shops as the trendto favour convenience stores rather thanout-of-town superstores continues. is seeingrising demand for tablet and desktop

55 .:4:'~

design & shopfitting

devices to be featured in prominentlocations in shops.'

Shaw notes that in retail banking spacein particular. the technology has come intoits own because it increases self-service,alleviating staff to focus on customeradvice. It also allows the bank to quicklyadvertise new services and products tocustomers without having to spend on newprinted marketing materials to be rolledout branch-to-branch. 'What this meansfor fit-out work. is greater end-to-endmanagement. More projects require notonly the installation of IT. and associatedtechnical know-how. but delivery of the fullchange management. Often this includesliaising with a central IT team and networkproviders. as well as training staff to usenew devices so that these are used to theirfull potential. Contractors are now uppingtheir skills in this area. given that moreretail clients are keen to maximise costefficiency by awarding projects to a singlesupplier that can offer this full changeimplementation.' continues Shaw.

Damian Hanson. CEO and founder ofone-iota. a multi-channel retail specialistin online. in-store and interactive solutions.says retailers can bring innovation andmulti-channel retail technology into theirdesign and shopfitting. 'Shopping todayis evolving. with customers demanding farmore than a simple trip to the shops whenvisiting the high street. They now require aretail experience. Connected technologyplays a critical part in providing this andit's an area that retailers should consider -although many overlook - when planningtheir shop fit and design.' says Hanson.

Retailers have a golden opportunity toenhance their customers' experience byutilising the highly sophisticated in-storetechnology solutions available today. It canhelp them create an interactive shoppingexperience that brings online and digitalshopping experiences into bricks andmortar outlets. by literally making them partof the furniture.

Take shop windows for example.Touchscreen window kiosks offer a moderntwist on window shopping. allowingretailers to connect with shoppers 2IJ./7andencouraging round the clock shopping.'Using the touchscreen window display.customers can browse a retailer's full rangeof products and add items to a basket.Having scanned a QR code on the windowkiosk. their basket of goods is transferredand opened on either the retailer's appor mobile site on their own device. Thecustomer can then pay for their items whenand where they want using their preferred

payment method and delivery option.'explains Hanson.

He also notes the use of interactivemirrors that are becoming a key component

"J.: of a shop's design. By scanning a productbarcode. the interactive mirror technologyenables the customer to select any colourand size options that may not be availablein-store. and then transfer their basket ofgoods either on to their own device to makethe purchase. or to a store till where theycan make payment in-store.

'Integrated kiosks also form an essentialpart of the shop-fit for the retailer who islooking to embrace multi-channel retailtechnology into their fixtures and fittings.Kiosks bring the entire eCommerce rangein-store with intuitive multi-touch andentirely self-service devices. This connectedtechnology enables customers to shop anentire product range while still in the store.giving them access to extended rangesand out of stock items - all of which helpsretailers to maximise the potential for saleswhile the customer is still in-store. On alarger scale. digital signage offers theultimate in customer engagement andin-store entertainment. as well as creatinga dramatic visual impact in the store.'continues Hanson.

DESIGNPARTNERSHIPAWARDS

NAS Design PartnershipAwards 2D15

Taking place at Kent House.Knightsbridge on 2£1September 2015.the NASDesign Partnership Awards.in conjunction with 100%Design.celebrate the success of retail.non-retail and leisure collaborationbetween interior designers. shopfittersand fit-out contractors.

Recognising achievementthroughout the interiors sector. aprestigious panel of highly-respectedleaders from the interiors sector willjudge nominations for the awardscategories on their merit and positiveimpact on the market which is interiors.Visit www.shopfitters.org for moreinformation about the awards.

design & shcpfitting

Chris Bartram. managing directorof flat panel display specialist CrystalDisplay Systems. stresses the importanceof collaborative working. 'For us this isabsolutely critical. especially due to ourpositioning between the designers andthe shopfitters with our digital display andtouch solutions. The reasons for this includethe fact that designers need our input andexpertise on the best digital solutions fortheir specific project/requirement includingthe latest technologies we have introducedor are about to introduce. With theshopfitters it's similar but more focused onthe best mounting and packaging solutionsto ensure optimum performance and nooverheating or issue with the displays/touchscreens once in store.

'We effectively become an extendedtechnical team/consultant for thesecompanies. which means they keep theiroverheads low as they don't need theseexpensive people in-house and we are onthe cutting edge of the display technology.'

Bartram says his company is verycareful to ensure its customers and theend client are clear about what CDSis offering. including the benefits anddownsides. if there are any. which he feelsis also important. 'Communication canbe improved with face to face meetings.site visits and analysis. confirmation inwriting of the recommended solution andany important information associatedwith that. We will often visit end clientswith our customer as a member of theirteam to have direct contact and ensurewe understand any issues so we canrecommend the optimum digital solution.'

When asked what advice he would

give to make the process as smooth aspossible. Bartram stresses: 'Communicotion.communication. communication!Understand what the end user client needsand wants to achieve and focus on that.including highlighting any potential issuesor alternatives so the end client has all theinformation to get the optimum solution.' Rf