“It’s more important than ever to provide great food and great coffee–really focusing on the experience of feeling welcome and catered to. People aren’t just there because they must be but because they want to be. They want to come in and spend time together.”

Teammate Danijel Pocanic shares insight into what kinds of spaces, furniture, and amenities people are looking for in an office in the wake of the pandemic. Read more with Business of Furniture here.

NELSON Worldwide was tapped to design all 50,000 square feet of amenity spaces in new Chicago tower. Read more here.

Many factors will shape the future of restaurants and the way we dine, but at a minimum, the industry will be led by new behaviors that were shaped by what we learned about dining when it was gone.

While traditional dining is here to stay, brands will need to explore new avenues of engagement both inside and outside restaurants. Learn more about the future of engaging food experiences in our latest report.

At NELSON, we’re rewriting the rules by boldly transforming the employee experience through innovative architecture and design, revolutionizing the way legal professionals work. We believe in a holistic approach to design and partner with our clients to create spaces that support their unique brand- and sector-specific connections and promote engagement.

My recent trip to New York City was an unforgettable experience filled with glamour, inspiration, and celebration as I attended the prestigious 25^th Annual PAVE Gala. This event was a dazzling affair bringing together luminaries from the retail and design industries to honor the remarkable achievements of 2023. The evening was an enchanting celebration of creativity and innovation, with awards bestowed upon deserving individuals and organizations that have made significant contributions to the world of visual merchandising and retail design.

NELSON Teammates Marco Oppici, Elizabeth Zagarello, Faith Huddleston, and Randy Ng.

At the heart of the gala, the PAVE Rising Star, PAVE Educator of the Year, PAVE Global Window Awards, The Sargenti Scholarship + Experience, The Bish Creative Point-of-Purchase Scholarship + Experience, and VMSD’s Excellence in Visual Merchandising awards shone brilliantly, recognizing excellence in various facets of the industry. It was truly inspiring to witness the passion and dedication of those honored, reaffirming the industry’s commitment to pushing the boundaries of design and retail experiences. Learn more about the winners here.

While in the bustling city, I couldn’t resist exploring some of the most captivating retail experiences that have been capturing the attention of consumers. From innovative flagship stores of iconic brands to immersive pop-up shops and concept stores, New York City continues to be a dynamic playground for retail experimentation. These experiences serve as a testament to the ever-evolving nature of the industry, where storytelling, technology, and creativity converge, creating unforgettable moments for shoppers. This trip to New York was not only a celebration of PAVE’s remarkable journey but also a glimpse into the future of retail, where innovation and inspiration are at the forefront of the consumer’s journey.

I thought I would share some of the “December Delights” with you and the impression that the experience had on me.

Top of mind is Tiffany’s Jewel Box on 5^th Avenue. I felt like a guest at an elegant and endless party with an atmosphere of ethereal daytime lighting that reflected off the mirrored ceiling and seemed to stop time. Champagne was served while shoppers browsed, and animations of digital birds flew on the interior windows, disguising the outside world and plunging guests further into the jewel box fantasy. Breakfast at Tiffany’s was celebrated, and museum-like vitrines uncovered the first scripts and attire of Audrey Hepburn in the iconic movie. Fixtures resembled art, and each of the six floors had its own personality and delights to discover, merchandised impeccably by style and price point. I realized quickly that people dressed up for this destination – a new New York City spot to see and be seen.

At the Banana Republic Home pop-up in Soho, the overall impression was “Go Banana Republic!” I witnessed a woman taking pictures and we both agreed that this was not what we were expecting. “Can you believe this is Banana Republic?!” Upon entry a suspended floral arrangement took center stage and dainty baby’s breath spilled out seemingly growing up the walls. Each vignette was complete with BR editorial stories and immaculate attention to detail. A metal mesh liquor bar was featured and, unlike most pop-ups, there appeared to be no expense spared in its execution. Downstairs the brand celebrated women with projected stories and dialogue about the makers. The emphasis was on how the light fixtures were handmade, each one unique. They were displayed in shipping crates – but lit – a nod to how far they traveled and how beautifully they’ve arrived.

The new Crate and Barrel store in SoHo has been described as “a digital twin with Matterport-like technology” to instantly update the virtual store space with the physical – in real time. Many of the historic building’s original architecture was maintained with the original neoclassical columns creating a long linear journey throughout the space. The store was impressive, feeling light, bright, textural, and modern, far less residential than a typical Crate and Barrel. Sight lines were clearly part of the strategy, and their products were glitter on the ornament.

The new Madewell Denim Atelier on 5^th Avenue boasted appointment-only sessions including wine and other beverages alongside customized service to provide a one-of-a-kind fit to a one-of-a-kind body. What I noticed the most was the use of trendy saturated colors that I couldn’t stop staring at. I wanted to capture the backwrap wall hue in a tube of lipstick, and add the cubby etagere color to my eyeshadow palette. A beautiful lounge space was welcoming with books and magazines that rounded out the lifestyle brand’s intention to connect on many levels with their customer.

The balloon museum on Pier 36 brought inflatable art to the spotlight featuring 20 international artist installations within 12 experiential, insanely cool “rooms”. Starting outside in a playground of colorful inflatable “igloos” by artist Camilla Falsini the adventure flip flops between analog and digital immersions. I fell in love with the blinking garden creatures who communicated with otherworldly sounds through the bubble they lived in. In another room, bubbles filled the air, inflated with dry ice – taking popping bubbles to a whole other level! With my retail hat always on, I noticed there was less of an emphasis of product souvenirs of the experience that I’ve seen at Color Factory and Museum of Ice Cream. It did end with an opportunity to buy a flower bouquet (made up of balloons, of course) but was a side bar to the end that led to a selfie museum filled with individual scenic backdrops for social media.

But hurry, the balloon museum exhibit only lasts until January 14th.

Lastly, I never visit New York in December without a visit to Bergdorf to see their stunning holiday windows. “Isn’t it Brilliant” was the show-stopping theme for the window stories and they had all the bells and whistles that we’ve come to expect from the luxury brand. Designers featured in each window included Thom Browne, C. D. Greene, Balmain, Rodarte, Alexander McQueen, Naeem Khan, Simone Rocha, Jil Sander, Christopher John Rogers, and Rabanne. My favorite was “The Brainstorm” filled with neon signs shaped in more ways than you can imagine. The lights surrounded a casually posed mannequin with a grad cap on, depicting the shouting messages coming at us from all angles as we try to just think. In another window, a live pianist played, and another mannequin hung upside down like sparkling stars in “Star Power.” No matter how hard the Bergdorf design team works to bring this magic to life, they continue to surpass expectations and surprise us each year.

With so much to see and do in New York, I hope this recap provides a few ideas on how to prioritize your next visit or inspires you to explore new and evolving retail experiences in your areas.

Middleton, Wis.-based toymaker American Girl has launched two new in-store experiences at its New York flagship. The retail space at Rockefeller Center now features two new immersive pop-ups: Julie’s Groovy World and the Doll Hospital. Read more with design:retail.

Striking a balance in the legal world is vital, whether it is in settlement discussions, or in Levenfeld Pearlstein’s case, the design of its new Chicago headquarters.

Read more here.

Kristin Cerutti of NELSON Worldwide explores how law office design is moving away from hierarchical spaces and adopting the free-thinking plan. Read more with Work Design here.

While COVID-19 had an immediate impact on the retail industry, brands quickly got creative, offering click-and-collect, curbside pickup, and speedy shipping options, giving consumers more control than ever before. And while these seamless amenities will continue to be anticipated, brick-and-mortar will still have a critical role in the future of retail.  

So how do brands evolve their physical footprints into vibrant destinations consumers still want to visit? The best brands know how to captivate their audience at each visit, making a lasting impression and pairing it with a seamless experience. The reality is, these environments will have to remain experiential and engaging to make an impact.  

Retailers can prevail over the hardships that come with COVID-19 by preparing for the future consumer, celebrating self-service, learning from luxury brands, and paying close attention to the smaller, local stores in their real estate portfolios.

Celebrate Self-Service

Advancements in technology have put consumers in the driver’s seat, accessing an unlimited amount of data from the palm of their hand. From convenience stores and grocery shops to car dealerships and beauty brands, retailers have experimented with contactless, and even unmanned, shopping experiences, and consumers are catching on. Research from eMarketer says 61 percent of consumers globally are interested in using unmanned stores. This seamless engagement is not only being accepted, it’s being requested.

What began as leveraging the latest technologies for efficiency, is now becoming a sought-after service model due to the onset of COVID-19. Consumers are not only more cautious about the spread of germs, but also craving a quick and easy checkout process, limiting the amount of time they spend in a physical store. And due to the general chaos consumers are feeling in 2020, control will be strongly desired in the coming years.

While these new, contactless methods are necessary, the overall experience must remain engaging, by eliciting moments of surprise or delight. For example, some beauty brands have taken a more playful approach to try on makeup now that customers may be more sensitive to in-store trials. Korean beauty brand Innisfree is taking advantage of smart mirror technology with facial recognition that allows customers to see what colors and styles look best on them. They can also share or save the result, all while reinforcing safety and trust throughout the process.

Covergirl Times Square – NELSON Worldwide

Learn from Luxury

When observing what brands are thriving through the global pandemic, luxury brands are unexpectedly set up for success. The type of white-glove, concierge service offered at a high-end retail store is unmatched in the shopping industry, and consumers are starting to recognize the value of this type of personalized, one-on-one attention.

Non-luxury brands can emulate this type of service by elevating their in-store experience, creating loyalty programs and VIP experiences that go beyond discounts and early access, instead of making it part of the in-store shopper journey. Giving consumers the option to shop by appointment, or even arrange for personal shopping assistance can help them feel empowered, pampered, and valued, improving the overall shopping experience. And this attention to detail doesn’t end with fashion, jewelry, or handbag brands, it can expand to beauty, electronics, home décor, and more. 

Portland-based fashion retailer Garnish offers this type of customer experience in their stores, including appointment-based shopping with a stylist. The appointment includes a complimentary coffee, and carefully curated wardrobe pieces that highlight each customer’s shape and style.

Avanti – NELSON Worldwide

Embellish Non-Flagship Stores

With e-commerce dominating the market, the role of the physical store is evolving. The buzz around mega-flagship stores in major cities with a full line of merchandise is no longer as significant to consumers. Convenient, localized shopping experiences are more important than ever before, and retailers must rethink their real estate strategy and portfolio to attract and retain loyal shoppers.

Some stores may not focus on selling product, but instead, adopt a showroom model or offer relevant programming or services. The key will be connecting with shoppers in a meaningful, authentic way. Smaller, more adaptive environments will be welcomed by consumers and keep them coming back for new rotational merchandise.

Macy’s latest specialty concept, Market by Macy’s embodies local and creates a unique platform for storytelling, through curated merchandise, unique programming, and differentiated design. This small-format concept leverages a more residential design and bold graphics to introduce unique, brand stories while complementing the local neighborhood of each location. Customers can shop a curated mix of traditional Macy’s brands, as well as a rotational collection of private labels, direct-to-consumer products, and local apparel and home goods.

Market by Macy’s – NELSON Worldwide

The future of retail experiences have one thing in common, and that’s putting consumers first. The most engaging experiences will tap into self-service, unmanned options, as well as personalized, detail-oriented resources, and finally, locally celebrated moments of engagement. Together, each of these pillars will shape the role of the physical store, and keep consumers coming back long after the pandemic.

More commentary from Heesun Kim, design director at NELSON Worldwide, on using design and technology to reimagine experiential retail is featured in Retail Touchpoints. 

The best offices don’t shoehorn employees into a cookie-cutter design. They embrace what makes their organizations special. Read more with Interiors + Sources.