Paul Wolski
SVP/Creative Director
On a recent trip to New York to check out inspiring retail design and fresh ideas on brand activation, I noticed that several stand-out store interiors prominently feature a bar as a focal point.
That’s not to imply that all these stores were open and pouring—even though some of them were—but more on that later.
These bars varied in size, design and character, but they all shared a similar role: serving as a distinct brand beacon of sorts and conveying that a special type of interaction took place there, designed to pique curiosity and create instant customer appeal.
Retail stores that prominently feature a bar as a focal point.
As the rules of retail constantly change, customers desire new ways to shop, bank and seek advice — on their terms. A bar is one device that signifies a change. Standing in line at a customer service counter to resolve an issue? UGH. Being approached by associates when I just want to browse? No, thanks. Ushered into a private office when I only have a question? Feels like too much pressure.
But a bar? Well, that’s different. Beyond its mere physical presence, a bar represents hospitality. And whether the experience it delivers feels high-touch or low-key, a bar emits vibes that are welcoming, disarming and familiar. They are inherently approachable. Ever had dinner at a restaurant bar? The service can often feel more attentive, relaxed and certainly more conversational than mainstream table service.
These qualities and feelings have been popularized in media and popular culture for so long that we’ve collectively come to regard bars as a type of community touchpoint where everybody may not necessarily know your name… but you seldom feel like just a number. There’s the romantic lore of the bar being that sacred place to share your woes with the sympathetic and non-judging ear of a stranger.
It’s easy to see why retailers would want to leverage the symbolism and behavioral cues of a bar and apply it to the world of customer experience to heighten engagement and brand connection.
Slowear located in Milan, Italy. (Photos by Visual Display)
Clearly, Apple positioned the bar as a key customer touchpoint in their stores and with that move redefined the store engagement model. Since its introduction, everyone uses the term “Genius Bar” to describe a specific zone for accessing specialized customer service, guidance and support — even when they’re not in an Apple store. Talk about making the bar the new benchmark.
Why go to a standard customer service counter (typically next to checkout registers) with your questions or issues when a separate, dedicated bar promises something more personal, more elevated and more satisfying?
But wait… aren’t we just playing with language here? When is a bar not a counter? There are no hard and fast rules, but here are some marks of distinction between the two.
Genius Bar located in Paris, France. (Photo by Jeff Pachoud via Getty Images)
A bar needs to create a sense of arrival, so its design needs to send the right message. Choice of ambient lighting, comfortable seating, finishes and textures can present an attractive and multi-sensory destination. Beyond aesthetics, what really matters is the design of the intended experience. That focus is essential to ensure its success as a meaningful customer touchpoint; looking great is just the gorgeous cherry on top.
Standard service counters are typically forgettable. It’s the site for transactions and, depending on the store, clutter. Throw in a queue line and it’s just a last stop before exiting. But if a bar with the right curb appeal feels comfortable and allows you time to shop, learn, select and sample — this can end up defining the customer experience instead of dragging it down.
Virgin Money store located in Manchester, United Kingdom. (Photo by Virgin Money)
Not to say that transactions can’t occur here, but a bar’s primary function should emphasize connection. Whether it’s set as a base for consultation or demos to learn about product personalization or a more informal “perch” for staff to serve as a welcoming concierge to direct customers, the bar can provide that initial spark of chemistry.
Olfactory pop-up located in Boston's Seaport district. (Photos by Olfactory)
In some cases, a bar stays true to its origins in a retail space. A luxury brand whose store concept accentuates high-touch experience may offer complimentary wine and champagne from a traditional, albeit more chic, bar setup that creates an air of “insider access” and exclusive service. When it befits the brand, offerings or samples can be the differentiating feature to create fans of your brand.
Breitling boutique located in Meatpacking District in New York City, New York. (Photos by Breitling)
For first-time customers who are unfamiliar with a brand, a bar can project an easy sense of invitation and orientation. A place where stories are shared as opposed to pushing a one-way sales pitch. That type of initial exchange can deliver the right kind of first impression that leads to in-store dwell time and repeat visits.
Rolex boutique located in Berlin, Germany. (Photos by Rolex)
It looks like integrated bar features are going to remain a core component of retail design for a while. If anything, just noting this trend will heighten awareness and put it on your radar the next time you see it in effect. And you can decide if the bar does reset the customer/associate dynamic.
There’s something to be said for the connective, relatable properties of a bar as a way to begin casual conversation, establish rapport and create trust. When people are now regarding the brands they support as a considered relationship investment with that company — the bar appears to be serving up the perfect offering.