This year, retail brands are facing new challenges as shoppers return to stores and have a new outlook on fulfilling their holiday shopping lists after the height of the pandemic. Brands must rapidly evolve to stand out among competitors by ramping up their holiday strategies both online and in-store.

This holiday season we are sharing key insights that will drive retail transformation into the new year. Download the full report today.

Did you miss this year’s International Retail Design Conference? You’re in luck … our team of FRCH-attendees are here to share highlights, takeaways, and recommendations from this year’s conference.

Presented annually by VMSD, the conference includes three days of design dialogue centered around best practices, evolving trends, and fresh strategies for engaging shoppers and maximizing resources. More than just presentations, the conference allows attendees to get up-close and personal with a new city each year that is leading the way in retail innovation – this year’s pick? Seattle.

Our team not only presented at the conference (click to view and download our presentation “Tapping Into the Senses to Strike an Emotional Chord”) but also heard a lot of food for thought including these
5 key takeaways for retailers:

1. Don’t Forget the Fantasy. In this age of Amazon, it’s easy to forget the whimsy – but at the end of the day it’s shopping – it’s entertainment. Bring back the romance that retail once had, whether it’s in a store window or a fitting room, create adrenaline and emotion through design.
2. Flexible Programming. Consumption of experience has outpaced consumption of goods by a factor of 3. With that in mind, successful environments are those that create communities among their guests. Create adaptable, functional design that will get your guests to say hello sooner.
3. Connectivity Is King. The smartest person in the room is the one closest to the customer. Leverage your boots on the ground, instead of making all decisions in a corporate silo, to create true brand ambassadors. And don’t assume what customers know, want, or experience – instead ask them.
4. Digital Literacy. No longer about online vs offline, today it’s simply about shopping. Retail brands need to focus on creating brand affinity versus brand engagement in order to create stronger brand advocates. Utilizing the 4 C’s: Connections, Content, Conversion, and Community to build loyal followers.
5. Welcome to the Algorithmic Age. Soon everything will be curated for you (if it’s not already). A key consideration will be how retail brands can better anticipate their consumer’s intentions without them having to tell us.

Retail Tour

Few cities have been a testing ground for as many retailers that have expanded nationally or internationally than Seattle. Home to Nordstrom, Starbucks, REI, and Amazon to name a few. It made a perfect backdrop for this year’s IRDC and we made sure to get in our steps while taking in some highlights.

Check out our “must-see” Seattle tour, a curated list of some our favorite experiences in retail, restaurant, hospitality and more. From new brand concepts like Amazon Go, to independent boutiques like Glasswing, a clothing and home-goods shop that contains a shared design office and common gallery space available for rent (and has a great Seattle-focused blog). **Bonus Stop: if you find yourself farther south in Columbia City, also make sure to check out Eileen Fisher Renew (recently highlighted on Creative Fuel).

Below are a few of our favorite hot spots along the way … take a look and enjoy!

Amazon Go

Now with 3 Seattle locations (and 2 in Chicago with another one on the way), the online giant is showing it can be effective in brick-and-mortar as well. Our team visited the store on 7th avenue, and other than having to download the app prior to entering the store, we were impressed by how seamless the experience was. The 1,800-square foot market carried a curated list of items that ranged from grocery staples to more gourmet offerings that you might find at a Trader Joe’s. One offering we found particularly convenient was their Amazon Meal Kits – 4 pre-selected meals for two people that could be ready in 30 minutes. With the rise of subscription based meal-kits, its a timely solution that allows consumers the same ease, without the subscription commitment.

Totokaelo

Described as the “purveyor of beautifully designed and thoughtfully curated fashion and objects” Totokaelo, located in Seattle’s hip Capitol Hill neighborhood, is 7,000 sf of curated, high-end collections. The bi-level store features a gleaming white interior complete with skylight and plenty of natural light, making for a bright and inviting entrance.

The overall space is simple in form but but big on impact, allowing the fashion to become the art object in this gallery-like environment. The stark white interior is balanced by wood and other natural materials – leather, macrame and woven rugs are used to warm the space but not take away from the product. Understated details like curved display walls, artistic pendant lights, and exposed beams elevate the store in a very sophisticated manner.

This luxury offering is a nice contrast to the more casual, grunge vibe of the surrounding neighborhood. While the store offers luxury labels like Dries Van Noten and Comme des Garçons, the collection is also very in-tune with the Seattle style and environment, offering lots of functional, utilitarian styles for both men and women.

Princi

This summer Starbucks opened it’s first standalone Princi bakery at 2118 Westlake Avenue. The high-end Italian bakery concept features fresh pastries, bread, and focaccia pizza, among other treats – in addition to Starbucks coffee and a bar area severing cocktails, beer, and wine. Starbucks recruited Milanese baker Rocco Princi’s namesake company in 2016 for its high-end Starbucks Reserve Roasteries (see below) and the brand is now making a push to open Princi bakeries across the country. Our team sampled the goods and were not disappointed. The environment was warm and inviting, including an outdoor fire pit and a clear view into the kitchen to see the bakers at work.

Sitka and Spruce

Our team enjoyed a great dinner with great friends at Sitka and Spruce during the conference. Located in Capitol Hill’s Melrose Market, the quirky charm of this restaurant is undeniable. The space is framed by old, oversized auto shop windows with a brick, wood-burning oven in plain sight anchoring the open kitchen. Lucky enough to reserve the coveted communal table, nothing sat between us and the butcher block table of the kitchen. The rustic environment and farmhouse dining room created an intimate space to enjoy shareable bites of authentic Pacific Northwest cuisine.

Starbucks Reserve Roastery

No trip to Seattle is complete without stopping at the Starbucks Reserve. This dramatic expression of the coffee giant was launched in 2014 and celebrates the true craft experience, from unroasted beans to the coffee steaming in your cup. Located just nine blocks from the original Starbucks Pike Place store, the experience is not only for coffee-drinkers, but instead boasts a full bakery, deli, and bar – in addition to accessories and Starbucks products.

Tuft & Needle

Mattress e-tailer turned brick-and-mortar brand, Tuft & Needle recently opened one of their four physical stores in downtown Seattle. The Amazon darling already gets 25% of sales through the online giant, but knew in order to disrupt the mattress industry, they would need to expand their footprint. The founders created a “Hate List” (the original posted in-stores) of things that wanted to change about the traditional mattress-buying experience and it has been a driving motivator in their guiding mission to “change the mattress industry by taking care of people.”

Restaurants are more than just a place to eat. They are where we gather, connect, and spend time with loved ones. For decades, we’ve been dining in and driving through these eateries, but what happens when these experiences are taken away from us? And what will the industry look like after COVID-19?

There are many factors that will shape the future of food and beverage, but at a minimum, the industry will be led by low touch and high impact experiences. Download the report to uncover the top four insights that will influence the future of food and beverage.

The COVID-19 pandemic spurred an overnight disruption to our daily lives—driving unprecedented shifts in every business sector. As hubs of commerce that span almost every sector, shopping centers and mixed-use properties will be forced to juggle a myriad of “new norms.” Download the report to uncover six key shifts that will drive the future of the retail and mixed-use industries.

How to lend a hand while staying home

Are you feeling overwhelmed during this time of uncertainty? Are you wondering how you can give back while remaining socially distant? Here are five ways you can help from home during COVID-19:

1. Donate blood – The American Red Cross and other agencies are in critical need of healthy blood donors. Visit their website to learn more about donating blood safely during COVID-19 and to make an appointment near you.
2. Give to a local food bank – Find your local food bank on Feeding America’s website to learn how you can give back. Although some food banks are limiting in-person volunteers to keep others safe, most are accepting online donations.
3. Support small businesses – Many local restaurants and businesses are being affected by stay at home policies around the world. Take time to purchase gift cards, shop online, leave positive reviews, and engage with their social media channels. Find your favorite business on Help Main Street to show your support.
4. Volunteer – In today’s digitally connected society, there are many non-profits and organizations seeking help without having to be in-person. Alone connects the elderly with volunteers across the country through technology. You can sign up to be a telephone volunteer to check on older adults during COVID-19.
5. Stay home – The easiest way to help is to follow your state’s orders to practice social distancing. Only leave the house for essential work or grocery runs and be extremely cautious if you must go out. Learn more helpful tips about staying home here.

Leading by example: What we’re doing to support our communities

NELSON Worldwide teammates from across the country are doing their part to make a difference. From donating blood, to sewing protective masks, we are making a positive impact in our communities and encourage everyone to do the same.

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Located in the heart of Madrid, Spain, Johnnie Walker–an iconic scotch whiskey brand–has opened a flagship destination perfect for whiskey experts, whiskey beginners or those who are just looking to enjoy a beverage or learn something new. The immersive shop offers visitors the chance to deep-dive into the flavors and stories of the brand.

Features inside the store include a hosting area where guests can explore the craft of cocktail making or take a seat at a tasting table where they can deep dive into the flavors of Johnnie Walker.

A unique personalization station, where visitors can discover, choose, and personalize an individual bottle of whiskey, is located along one wall accompanied by unique gifts and one-of-a-kind bottle labels. This not only allows guests to get closer to the product but allows them to make a memorable experience they will forever associate with the brand.

In addition to the interactive elements within the space, the Johnnie Walker flagship also acts as a stage for the brand. Displaying the brand’s extensive portfolio of whiskeys, the store is home to exclusive products, curated collaborations, and limited edition collections. Store associates are well educated in the brand’s rich heritage offering an educational element to the store’s experience, providing in-depth knowledge of whiskey flavor profiles.

Adding a digital element to space, an interactive screen allows customers to tap into a virtual map that explains the history of each whiskey and which region it came from.

Curious to see what else we explored while at EuroShop 2020? Click here for key takeaways and more coverage!

Award-winning architecture, design, and strategy firm NELSON Worldwide has merged operations with Daroff Design Inc + DDI Architects, PC (DDI), an award-winning, internationally recognized interior design and architecture firm headquartered in Center City, Philadelphia. With almost 50 years of history as a certified Woman Business Enterprise (WBE), DDI joins the NELSON team with shared values. Read more with Building Enclosure here.

Award-winning architecture, design and strategy firm NELSON Worldwide has merged operations with Daroff Design Inc + DDI Architects PC (DDI), an award-winning, internationally recognized interior design and architecture firm headquartered in Center City, PA. With almost 50 years of history as a certified Woman Business Enterprise (WBE), DDI joins the NELSON team with shared values. The firms come together to solidify their commitment to creative design solutions that thoughtfully respond to client objectives and transform the human experience. Read more with InspireDesign here.