By David Vernet, Leontine de Wit
Offering a severe and theoretical size to retail design, Boutiques and different Retail areas hyperlinks the guidelines at the back of it to actual perform during this cutting edge and significant contribution to architectural/interior thought literature. Retail constitution has been topic to a dramatic and ongoing transformation over the last thirty years, materializing within the emergence of large-scale out-of-town procuring centres and new really good outlets in urban centres. those really expert boutiques are hugely designed, related to famous architectural businesses corresponding to OMA/Rem Koolhaas, David Chipperfield, Herzog + de Meuron among others. With case reviews and over 100 black and white pictures, Vernet and de Wit set forth unique and well-grounded conception to accompany this renowned and profitable quarter of labor.
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Additional info for Boutiques and Other Retail Spaces: The Architecture of Seduction (Interior Architecture)
For instance, as centralized marketing and purchasing eliminated the need for extensive storage, the entire ground ﬂoor surface was made available for retailing. But most of all, chain stores introduced a new role for the boutique. Boutiques were no longer necessarily bound to one owner, as they could be owned by a company or a franchise. The traditional link with the shopkeeper disappeared while, at the same time, it was still consciously exploited in advertisements. Merchants cleverly made use of some of the traditional characteristics of the boutique, (such as uniqueness, exclusiveness, warmth and attentive service), so as to increase the attractiveness of chain stores.
And, ﬁnally, spaces dedicated to pre-purchase activities like product trials are also ways of getting to know the customer. An example of the latter can be found in record boutiques that allow customers to listen to songs before purchase. This service is valuable to customers and it gives the shop information about trends in the music market or customer reaction to certain songs or artists. These listening areas, which in some instances take up half the store, may be seen not as an extension of the boutique itself, but as its true centre.
2 Le Printemps, department store in Paris (architect, Sédille, 1881) forcefully, for the architect must consciously choose which norms to signify in the ‘comfortable’ space, and which to subvert. Put another way, the staging of the market relationship today is less about making certain social distinctions apparent than about playing with established social codes that customers can identify. 3 Le Printemps, plan organization as well as its social class mixing, its contribution to the general production and consumption process as well as its capacity to provide non-standard products.