Page 146 - DMGT552_VISUAL_MERCHANDISING

Unit 7: Retail Design and Circulation Plan

Visual branding of the store will ensure a memorable experience for the consumer to take with Notes
them once they leave the store ensuring that they will want to return. The key factor is consistency
exterior branding and signage should continue into the interior, they should attract, stimulate
and dramatise the store. To ensure consistency the font should be consistent with the font size
altering. The interior branding should allow the consumer to easily self direct themselves
through the store, proper placement of sales signs that will draw consumer in and show exactly
where the cashier is located. The branding should reflect what the merchandise is and what the
target market would be drawn to.

Self Assessment

Fill in the blanks:
1. Retail design is a very specialised discipline due to the ............................ demands placed on
retail space.
2. As the primary purpose of retail space is to stock and sell product to consumers, the spaces
must be designed in a way that promotes an enjoyable and ............................ shopping
experience for the consumer.
3. Retail design first began to grow in the middle of the ............................ century.

4. The rise of the internet and ............................ in the latter part of the 20th century and into
the 21st century saw another change in retail design to compensate.

5. A retail designer must create a ............................ experience for the consumer, by using
spatial cues to entertain as well as entice the consumer to purchase goods and interact with
the space.
6. The success of designs are not measured by design critics but rather the records of the store
which compare amount of foot traffic against the ............................



Caselet Green Room Project of Mercedes Benz

reen Room is a highly intuitive and creative design agency. The company was
given a job of creating a range of striking visual concepts for the 50 meter window
Gdisplay in the Mercedes-Benz Brentford dealership, which runs parallel to the M4.
The aim was to broaden their appeal and capture the interest of a younger demographic,
as well as appealing to the current Mercedes Benz customer.

By using the latest lighting technology in conjunction with striking graphics and oversized
prop design, Green Room delivered some striking 3-dimensional window displays, using
themes such as London Fashion Week (Style, Quality & Performance – Always in fashion),
Utopia (Mercedes Benz – Driving the Future) and the forthcoming Christmas themed
window execution.

Source: greenroom.bubblerocks.com/projects/mercedes-2
7.2 Concept of Circulation Plan

As we have already stated, store layout is the way, the store or business space that is used to
promote sales and to satisfy the customer. Below is a picture of a general layout of a retail store.

LOVELY PROFESSIONAL UNIVERSITY 141