Brand Experiences
Crafting Personalised Shopping Experiences: the Trends Shaping Retail Design
By Marc Cordier
What a privilege it was to speak at the renowned Maison&Objet exhibition. This iconic event, set in the vibrant north of Paris, was truly inspiring – a melting pot of creativity, where every corner buzzed with ideas and meaningful discussions.
Though the event encompasses a broad spectrum of design, my focus during the coaching session was on retail design. However, I didn’t want to restrict the conversation to just one type of format. Whether it’s sprawling shopping malls, cosy pop-ups, or crossover concepts like café boutiques and restaurant gift shops, the principles we explored apply universally.
I kicked off the session by encouraging attendees to envision an “agile and flexible customer journey.” I always believe that great design starts with a compelling visual story – it’s the bedrock from which we build an entire experience.
As someone driven by visual inspiration, I shared mood boards to capture the key trends I believe are reshaping retail today. These boards serve as my way of documenting the evolution of customer experiences across a spectrum of flexibility and personalisation.
Modularity & Versatility
Flexibility is perhaps best embodied in the concept of modularity. Modular design opens up endless possibilities, from store layouts to merchandising displays, creating fluid and dynamic spaces that adapt to consumer needs.
As shopping habits evolve, brands must adapt by offering tailored experiences. Creating small, versatile zones for customisation – an event studio, a gallery, or a collaboration space – provides deeper engagement and brings customers closer to the brand. Many flagship stores have embraced this model, adding layers of intrigue to the overall journey.
Optic 2000: For this SGK Paris client, modularity was the core principle. We reimagined the traditional optical shop by designing versatile, intelligent furniture that adapted to both the retailer’s and customers’ needs. The result? A flexible, intuitive space that enhances the customer journey, giving the brand a modern, innovative edge.
Colour Psychology
Colour is a powerful emotional tool. We’ve seen brands increasingly leverage its psychological effects, whether through bold colour blocking or the use of signature hues, like Tiffany’s iconic blue. These choices can transport customers to a far-off destination or immerse them in a sensory experience.
Lighting, too, plays a critical role. Sadly, it’s often treated as an afterthought, but when integrated strategically, lighting can transform spaces, adapt to specific displays, or even shift to match the time of day. With a view to inclusion, some retailers are even introducing “quiet hours,” dimming lights and reducing noise to cater to those who crave a more calming shopping environment.
Air France Lounge: In collaboration with Air France and French start-ups, we created a wellness oasis at Charles de Gaulle Airport. Here, light and colour become immersive tools, offering travellers a serene experience. We designed a bespoke sensory space featuring over 10,500 pixels across 191 LED tubes, creating a peaceful retreat amidst one of Europe’s busiest airports.
Digital Integration
Screens, smart displays, and augmented reality (AR) are becoming staples in modern retail design. In-store tech allows brands to enrich the customer experience by blending the physical with the digital. From interactive screens in the Allure store in New York to immersive tech at Air France and Optic 2000’s servicing technologies, we’ve seen firsthand how digital touchpoints elevate the overall journey.
These technologies make it possible to deliver a personalised shopping experience, from offering customised promotions to telling the backstories of products. The possibilities are endless – and it’s only the beginning.
In Summary
By embracing best practices like modularity, intelligent use of colour, and digital integration, retailers can create flexible and agile customer journeys that are not only visually stunning but also deeply personalised. This approach will help retail brands stay competitive and meet the ever-evolving expectations of today’s consumers.