WRITTEN BY
Tina Chadwick
SVP Strategy & Creative
When you hear “reality” in a conversation about retail design, it might sound like the buzz kill of creativity has arrived. Yet, after 60 years of being rooted in retail, we respect and support the importance of grounded creative solutions. This philosophy is critical to feasible design and is key to our competitive strength.
Design that hasn’t been pressure tested often becomes too expensive or impractical to build at scale — or even build just that one store. Designing with the end in mind avoids a whole host of issues like:
- Costly combinations of materials
- Rigid designs that don’t adapt to diverse footprints
- Designs that don’t properly support staff performance
- New creative elements that don’t feel brand-right to customers
Ensure your creativity in the design performs with a few mindset shifts here.
Style and substance: Creative pragmatism
In short, you don’t want fireworks. You want stars. Miller Zell’s SVP of Creative Experience Design Paul Wolski explains.
“For us, truly successful design is achieving the perfect union of style and substance. We may examine projects through a pragmatic lens, but we never let “reality” stunt our creative vision or diminish the desired experience. If anything, our creative solutions shine even brighter, knowing that they perform practically as much as they are designed to attract, engage and delight.”
Embrace real guardrails in retail design
Some teams approach design with “blue sky” thinking, working quickly from concept to output and then litmus testing it against constraints. Decades of environmental design taught us that it’s much more efficient and effective to conduct gut checks throughout creative development.
When addressing a retail challenge to create an entire experience, raising cautionary guardrails may at first seem frustrating. But when the end design must work in the real world — meaning purposeful, on-time and on-budget — those guardrails can help gently guide the process.
Waiting until the end could mean you find out that the entire design isn’t viable. Or that critical aspects keep it from scaling or hitting performance goals. And since it’s at the end of the development cycle, you most likely have budget issues, timing issues and a very nervous client. Those tend to stifle creativity much more than a few grounding gut checks as you go.
"...design must work in the real world — meaning purposeful, on-time and on-budget — those guardrails can help gently guide the process."
The more optimal moments along the creative process for reality checks are at the beginning. We use client input about the desired outcome to guide our initial focus. Boundaries at this stage provide clarity and direction, preventing creative energies from veering off course or becoming focused on an irrelevant area.
In mid and later stages of development, periodic reality checks guide resource allocation, material selection, digital integration, scaling considerations and alignment with current designs. These check-ins also foster collaboration and a shared understanding among creative teams, design development and procurement. A shared vision of the end result ensures a cohesive, effective, efficient process from ideation to implementation.
Steer solid retail design with parameters
Looking good on a white page is easy. The actual execution of that design on-time, on-budget and on-brand, while accommodating project “must haves” and delivering ROI, is the only true manifestation of creative success in retail.
So, when you find yourself at the intersection of retail creativity and reality, embrace the balance.
Well-defined parameters are not hindrances but catalysts for your creative retail journey. They are the tools that help you navigate the fine line between imaginative exploration and practical implementation.