In honor of National Diversity Month, we’re connecting you with a handful of Teammates to highlight diverse backgrounds and what diversity means to them! Sharing their experiences and perspectives, keep reading to learn more about diversity at NELSON.

Chelsea Cheng | Senior Project Manager

What makes you unique?

Back in the ‘80s, our family was applying to move to the U.S. from Hong Kong as some of my father’s siblings and their families were already living in NYC. The application took a long time. I was studying in an all-girls Chinese middle school back then. All subjects were taught in Chinese. Even our English teacher was Chinese. Since our immigration application didn’t seem to have any status change, my parents sent me to a boarding school so I could start getting acquainted with the culture and start learning English. Although I could read and write, I could barely understand or speak it. In 1991, at the age of 15, my parents and I flew to St. Johnsbury, Vermont where I would attend high school. I had previously visited my cousins, uncles, and aunts in the U.S., but had never been to Vermont. I saw a video (VHS, ha) sent from the school and for whatever reason, I skipped the summer program in which I could have kick started life as a dorm student and had a chance to make friends before school started.

I didn’t understand a thing the lady told me upon check-in, so I just nodded. My parents left, I missed the orientation and found myself alone in the dorm. I cried.

Well, that lasted about a week (or maybe less). I was not shy or afraid to speak English (you’d be surprised how many foreign students refused to do so), did not lock myself in the room, and I started to make friends with both local students and dorm students. Our immigration application was approved half a year later. My parents moved to NYC, but I stayed in Vermont and finished high school. I was there for three years, then went to college, started a job in the city, later on got married and started a family.

The story here is that being a foreigner/minority, we can’t hide in a corner and be sorry for ourselves. Even when I spoke with an accent, we were all equal especially when my family chose to pay for an opportunity like that. And being alone without my family nearby taught me how to live with other people and to respect each other. Even though we are all different, we are all equal.

What kinds of cultural food, attire, or traditions are part of your story?

Hong Kong had (and still has) a unique culture as it was based on traditional Chinese, but was highly influenced by western culture as it was ruled as a British colony for many years. Being a trading hub and the tip of the South China Sea, all sorts of people lived there. Different cultural food/restaurants even entertainment (movies, TV shows) were available. The language spoken there is Cantonese. Cantonese is a dialect that includes slang but also it was mixed in English words. Definitely not an easy language to learn as there are no basic rules to it.

Adrian Tejada | Architect

What makes you unique?

I’m a proud American Dominican-Mexican, with most of my pride either situated somewhere in central Texas or Santo Domingo, Dominican Republic.

What kinds of cultural food, attire, or traditions are part of your story?

The ethnic side I lean to most is my Dominican side because of my love toward our unique music, Merengue, and our delicious food of course! Looking at you mofongo!

Chiyoon Min | Senior Design Architect

What makes you unique?

I’m from Seoul, South Korea, and I moved to Boston in 2014 to study at Harvard GSD. I met my wife in Boston and we got married in 2017, and our daughter Claire was born in 2019. My wife is originally from China, but she moved to Canada when she was very young. Then she moved to Boston in 2009 to study at MIT Ph.D.

As you can see, we have 4 nations in one family! South Korea, USA, Canada, and China. We communicate in English, but sometimes, we can find similar words/expressions in Chinese and Korean.

What kinds of cultural food, attire, or traditions are part of your story?

In the photo above, my wife and daughter are wearing traditional Korean costumes, not me (my parents either). It was our daughter’s 100 days party which is a tradition in Korea. The food/costume are all Eastern (rice cake)/Western(cake) mix. Having diversity in the family gives us fun/meaningful advice for each other and thinking about what’s more/most important—not about ideologies and hatred, mainly about love, care, and trust.

Holly Williamson | Regional Design Leader

What makes you unique?

I was raised celebrating Christmas and Easter. For me these holidays are about the spirit evoked from them: Christmas is about being with family and close friends and sharing; while Easter is about spring regrowth and chocolate bunnies.

When I married my husband, who was raised Jewish, we blended all our holidays together and celebrate them all. We maintain the traditions that we grew up with, while participating in holidays that are relatively new to us. As a result, our son celebrates all the holidays, which is a unique experience.

What kinds of cultural food, attire, or traditions are part of your story?

Christmas and Hanukah look a little bit like this: plates of latkes next to jars of Christmas cookies, lighting the menorah while decorating the Christmas tree, listening to Christmas music while opening Hanukah gifts.

For Easter we decorate hard boiled eggs, then bring them to the Passover Seder to peel and dip them in salted water as tradition suggests.

I love being exposed to new traditions, understanding others religious upbringing, and being open to all. It may not be for everyone, but it works for us!

Julie Park | Interior Designer

What makes you unique?

I came to the United States from South Korea when I was a teenager.  I have been exposed to different cultures throughout my life. That helps me understand and see many things from various perspectives.

What kinds of cultural food, attire, or traditions are part of your story?

Korean culture is the root of my life. I love Korean food, especially anything with Kimchi!

What do you want your teammates to know about you or your cultural norms/experiences?

Korean food and K-beauty

In-store retail is back, but with its return, there is no doubt that the way we shop, or want to shop, has changed forever. With the growth of e-commerce and the adoption of new shopping habits, retailers must act fast to create modern, in-store experiences that complement their digital presence while differentiating their offering from the saturated retail market.

Whether it’s online or in-store, revised retail strategies are crucial for brands as consumer behavior evolves. The stores of tomorrow must serve a purpose beyond that of the pure sales opportunity and transform into a destination where service, convenience, and discovery take place. In our latest ‘Retail Revised’ series we’ll be discussing key themes retailers must consider to enhance their in-store experience. This week we are exploring concepts and ideas that can enhance a brand’s service offering:

Across the retail landscape, new technology has lead the role of the physical store to shift from a static home for merchandise to a hybrid fulfillment center where shoppers can trial, order, or return items. As a result, shoppers are hungry for transparency when it comes to knowing how, when, and where to get a product as fast as possible.

Now, retailers should focus on providing tools to both shoppers and employees that provide accurate inventory tracking, seamless returns, and in-depth product information. From in-store touchpoints to handheld apps, here are a few brands that are providing enhanced services:

Walmart Apps

Walmart’s new store app allows customers to easily locate where products are and what’s in stock. After creating a shopping list, consumers open the app while in-store and receive maps that route to the exact locations of their chosen products. Given Walmart’s 180,000 sq. ft format, the app creates a seamless shopping experience that offers quick and easy navigation.

The brand has also introduced the new employee-facing app, Me@Walmart that answers sales assistants’ product and availability queries in-store.

Photo: Walmart

Bloomies by Bloomingdales

Bloomingdales latest store concept, Bloomies, created in partnership with NELSON will focus on delivering superior customer experience focused on rotating trends and a curated product collection.  The small-format store will offer stylists in departments to provide personalized service to customers. Each of the stylists will be equipped with digital selling tools that will enable them to find the right items for their customers, whether located near or far.

Photo: Bloomingdales

La Nouvelle Cave

Retailers are focused on acquiring resources that provide effortless and innovative experiences for both shoppers and employees.

La Nouvelle is a liquor store in Paris with a virtual sommelier. Shoppers scan a QR code with their mobile device or use in-store tablets to access advice/recommendations based on their preference. Once shoppers chose what they want, a unique color and lighting system guiding them towards the right bottle in-store.

Photo: La Nouvelle Cave

It will be crucial for retail brands to create opportunities to better connect with their consumers – whether digital or in-store – these offerings must provide a seamless, customized experience to put shoppers on a pedestal and keep them coming back for more.

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.”

From retail destinations, office amenities, new services, and sustainable design, we’re seeing a surge in the desire to reconnect with the great outdoors across every consumer-facing environment. In our latest series, Our Return to the Great Outdoors we’ll share how brands can embrace this trend to create both safe and memorable outdoor experiences that will resonate with consumers long after COVID-19 fades.

In times of uncertainty, consumer expectations don’t change completely—they simply evolve, pivot and accelerate, raising the bar and amplifying the demand for new, relevant experiences. In 2020, a major shift in consumer behaviors welcomed an uptick in outdoor recreation. With health in mind and a new appreciation for wide open spaces, consumers and developers have turned their focus to sustainable environments that are connected to nature. In the third and final part of this series, we’ll be exploring elements that enhance this connection through amenities, services, or new standards:

Outdoor Activities

According to Outdoor Industry Association, Americans have flocked to outdoor recreation amid COVID-19  restrictions limiting indoor experiences. Across the country, hiking and camping sites have reported their busiest months in years, and according to the N.P.D Group, the sales of leisure bikes have jumped 121 percent. With this at play, it seems active, outdoor lifestyles are here to stay. There are many ways brands and businesses across all sectors can create environments that this complement trend including adding bike repair shops and storage to properties or introducing outdoor focused products/services.

Seasonal Solutions

As the seasons change and COVID-19 remains, brands and business will have to adjust to new weather. Even with safety concerns, many consumers will want to continue shopping in-store, dining out, and enjoying the outdoors. For restaurants, outdoor spaces will have to be winterized and property managers will have to develop outdoor amenities that that support year-round engagement (e.g. Astroturf, outdoor fire pits, or green space that can be a pop-up playground in the summer and an ice rink in the winter).

Simulating the Senses

Even for completely indoor environments, there are many ways the outdoors can be brought inside to cater to consumers new found appreciation of nature. This can be accomplished by:

• Adding sound machines, greenery, and natural materials to a space, whether it is part of a shopping, living, or working environment
• Creating environments that have greater access to natural light or easy access to the outdoors via doors and functional windows
• Prioritizing WELL-Certified environments to build more sustainable spaces that promote overall health and wellbeing

AIS Headquarters

Overall, consumer behaviors prove that outdoor spaces are worth the investment. Whether it’s incorporating amenities and resources to make outdoor activities more assessible, creating flexible spaces that can easily be transformed for seasonal outdoor use, or adding outdoor flair inside, give consumers what they want and help them better connect with the great outdoors.  

For NYC Fashion week, FashionHub organized an event and panel discussion to explore the quickly expanding role of technology in fashion, apparel and retail. The evening was structured around two themes; “Fashion Tech and Sustainability” and “Can Retail Tech Save The Retailers?”.

The discussion spanned from an overview of the fast-approaching technologies that will soon be impacting these industries, to the ones a bit further out that we should all keep an eye on.

Sustainability

The apparel industry is quickly coming to terms with the fact that it’s not only a major polluter but also very wasteful, its estimated that the world has a 10-year supply of clothing sitting in warehouses right now. A lively discussion was had on which technologies have the potential to address these issues.

• Bio Materials: Whether developed from corn, kelp, coffee or mycelium (mushrooms!), bio materials are being experimented with to find sustainable options to reduce the industry dependency on petroleum-based ones. Particularly interesting was the research into bio materials that can be “grown” with inherent coloration, thus eliminating the need for garment dyeing and the pollution that comes from it.
• Block Chain (yes, Block Chain really is everywhere): Groups are working on block chain systems to track raw materials through to end-use to create a “closed loop” system, where waste can be mitigated and re-use maximized.
• Mass Customization: This one really has some momentum with the technology, infrastructure and business model quickly evolving. Although the kinks will take some time to work out, body scanning for the perfect fit, paired with on-demand fabrication (3D printing, knitting, robot sewing and bonding) will allow for the win-win of superior merchandise and near zero waste of resources or money.

Retail Tech

All agreed that although retail is traditionally a slow-to-adapt industry, it’s at a tipping point now with available technology quickly catching up with consumer expectations.

• Unite Merchandise and Content: A new generation of field-tested technology is creating interactive displays that keep consumers eyes on the product (and off their phones), delivering product specific content as consumers interact with the merchandise. Allowing for online level depth of information (i.e. product attributes, company bio, sustainability details, etc.).
• “No one wants to be 1st or 3rd”: It became a little bit of a venting session for the technologist in the room, as they pleaded with the retail industry to shift away from its default secrecy and risk adversity, and embrace the methods that have allowed high tech to evolve quickly and effectively. Methodologies like “A / B testing”, competitor collaborations and embracing failure are needed if retail is going to evolve at the speed everyone agrees it needs to.

In-store retail is back, but with its return, there is no doubt that the way we shop, or want to shop, has changed forever. With the growth of e-commerce and the adoption of new shopping habits, retailers must act fast to create modern, in-store experiences that complement their digital presence while differentiating their offering from the saturated retail market.

Whether it’s online or in-store, revised retail strategies are crucial for brands as consumer behavior evolves. The stores of tomorrow must serve a purpose beyond that of the pure sales opportunity and transform into a destination where service, convenience, and discovery take place. In our latest ‘Retail Revised’ series we’ll be discussing key themes retailers must consider to enhance their in-store experience. This week, we discussing key opportunities in providing more convenience:

With the rapid growth of e-commerce, convenience has taken on new meaning as customers expect brands to provide services that help to streamline their busy lives and save time. Retailers must quickly adapt and identify how their shopping experience can support this desire. Whether it’s offering more clear and dedicated operations for fulfillment or creating new concepts to get closer to consumers, there are many clever and valuable ways to enhance convenience in shopping environments.

When activating these opportunities, there are key principles to consider:

• Identify underutilized space OR consider non-customer-facing real estate options
• Provide designated support and empower your employees with the right tools
• Keep disruption of parking lots and in-store browsing zones to a minimum
• Create an integrated customer journey with added communication and tech
• Remember your brand purpose

And here are a few brands that are providing highly convenient services and environments:

Target’s “New Glow”

Target just revealed a new, multi-year “glow up” plan to renovate existing locations to improve the shopping experience both in-store and online. The remodel involves creating a designated and expanded area for in-store pick-up, return, and registry operations to better accommodate customers and reduce confusion in the traditional one-lane customer service areas the stores previously feature. Wider isles are also part of the plan to create more space for in-store shoppers and employees fulfilling online orders.

Photo: Target

Whole Foods Dark Store

Whole Foods Market has opened its first online-only store located in Brooklyn, NY. Referred to as a “dark store,” the miniature warehouse-like space will fulfill delivery orders only and help Whole Foods better meet rising customer demand for grocery delivery service. Here, online orders can be packed for pickup or delivery.

Photo: Whole Foods

NELSON Click-and-Collect Concepts

Adjusting to safety demands and new consumer behaviors, NELSON Worldwide explored the idea of creative click-and-collect concepts that could serve retailers and mixed-use developments. The Concierge Box is a mobile pop-up concept that can be placed outside of the traditional store to get closer to consumers or move pick-up services away from merchandise zones. Check out more of these concepts here. 

Photo: NELSON Worldwide

The overall goal is to make purchasing easy enough that shoppers keep coming back for more, but brands must be strategic about how they approach these strategies. A demand lies in safe and convenient options, but tomorrow that may change and these concepts must be flexible enough to evolve with the consumer.