| Design must be credible |
| 2016-02-25 |
| It does not matter how good a shop’s concept is or how imaginative its retail stage setting. It will only be successful if the overall concept is also credible-if the retailer and his personnel are familiar with the concept and stand behind it-if they truly live it for their customers. This includes everything: an assortment of products which is attuned to the shop’s customers and an interior design concept which is suited to the product idea and customer. It includes the range of services offered, the music, lighting and the decorating scheme. In this context it is totally irrelevant whether the concept focuses on simplicity as it does at Bergman or on tradition as it does at Perugina-whether the element of luxury plays a role as it does at Via Spiga or the aim is family oriented familiarity as seen at Deerberg-or whether the objective is a artful game of hide and seek as it is at Mandarina Duck and Missoni. The story itself has to be credible and it has to be told to the right people in the right place. |
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