In Part 1 we explored how layout and space planning are the foundation of a great retail experience, helping guide customers on a seamless journey through your store. Today in Part 2, we’re diving into materials and textures. This isn’t just about appearances, it’s about crafting a space that customers can feel and connect with on a sensory level.
1- Shaping Your Brand’s Personality with Material Choices
Materials set the tone for your store the moment customers step inside. Whether you’re working with warm woods, industrial metals, or polished surfaces, each choice helps customers instantly “read” your brand. Imagine a reclaimed wood display that gives off a natural, friendly vibe, or a sleek metal and glass setup that’s all about modern style.
Sustainable brands might lean into reclaimed wood or cork to match a commitment to eco-friendliness.
Luxury brands often go for high-end choices like marble or custom finishes that give off a sense of sophistication.
Tech-forward brands might prefer polished concrete or glass to create a clean, forward-looking feel.
2- The Power of Touch: Creating Connection Through Texture
Shoppers often get a sense of a space through touch, even if they’re just resting a hand on a table or trying out seating areas. Materials with unique textures, whether it’s the grain of wood or the softness of fabric, invite people to connect on a sensory level, making the experience feel more welcoming and memorable.
Textured Walls: Rough concrete or reclaimed wood walls are interesting to touch and add a sense of craftsmanship.
Soft Touch Points: Seating areas or even table edges can feel inviting, encouraging shoppers to linger longer.
Temperature in Materials: Cooler metals or warmer woods subtly affect how comfortable a space feels. A concrete bench feels stark, while a leather seat feels like an invitation to sit back and relax.
3. Mixing Textures to Create Zones and Depth
Contrast in materials can give even an open-plan store a sense of structure. By mixing different textures, you can create a flow that subtly directs shoppers through different areas without relying on walls or signs.
Soft vs. Hard: Use soft textures like rugs or fabric in areas where you want customers to linger, like a cosy seating corner. In busy areas, durable, polished surfaces are easier to maintain and reinforce a sense of movement.
Matte vs. Glossy: Matte surfaces tend to ground the space, while gloss catches the eye. For example, a matte wooden wall can help a shiny display stand out, creating a natural focal point.
4. Materials and Lighting: A Perfect Match
The right lighting can transform how materials look and feel. A single material can take on entirely different vibes under various lighting. With the right pairing, you can amplify the effect of your materials and set the mood you’re after.
Highlighting Wood: Warm lighting brings out the natural tones in wood, giving a cosy, welcoming look. In contrast, cool lights can wash out these tones, making the material feel stark.
Accentuating Textures: A textured wall, like brick or stone, comes alive with lighting from the side, which adds depth and highlights natural patterns.
Product Displays: Soft lighting over fabric creates an inviting feel, while focused lighting over glossy surfaces can make products look high-end and exclusive.
5. Eco-Conscious Choices: Showing Sustainability in Action
For brands committed to sustainability, choosing eco-friendly materials can become part of the story. From recycled wood to natural fabrics, these choices are not just design elements, they’re conversation starters for customers who care about the planet.
Eco-Friendly Flooring: Sustainable options like bamboo or recycled rubber are durable and fit right into an eco-conscious look.
Fixtures and Displays: Opt for reclaimed wood or recycled materials for shelving, or modular pieces that allow easy updates without waste.
Low-VOC Paints: Non-toxic, low-VOC paints are not only safer for indoor air quality but are a simple way to let customers know sustainability is part of your brand.
Practical Tips for Material and Texture Selection
Brand Style Words:
How to Do It: Sit down with your team and brainstorm three words that capture your brand's essence. For example, “sustainable,” “urban,” “inviting.” Write them down and display them in your workspace.
Why It Helps: This simple exercise aligns everyone’s vision and keeps your material choices consistent with your brand identity.
Textured Focal Points:
How to Do It: Identify high-traffic areas like the entrance or checkout. Choose a material with a rich texture (like a wooden panel or a fabric wall) and place it there.
Why It Helps: It draws customers in, inviting them to touch and explore, creating a memorable first impression.
Temporary Arrangements:
How to Do It: Before committing to a layout, use inexpensive materials like fabric swatches or temporary carpet tiles to create zones in your store.
Why It Helps: This allows you to visualise how textures and layouts influence customer movement and engagement without making permanent decisions.
Lighting Tests:
How to Do It: Gather samples of your selected materials and test them under different lighting conditions in your store. Consider how they look in both natural light and various artificial lights throughout the day.
Why It Helps: You’ll get a true sense of how materials interact with light, ensuring they achieve the desired effect.
Sustainability Signage:
How to Do It: Create small signs or digital displays that explain your eco-friendly material choices. Use clear language and simple visuals to make your message engaging.
Why It Helps: This not only educates your customers but also reinforces your brand's commitment to sustainability, cultivating a deeper connection with those who value eco-friendly practices.
Case Studies: Atmosphere in Action
Case Study 1: Aesop – Crafting Warmth and Natural Calm with Texture
At Aesop, every store is treated as a unique design project. Known for their intentional materiality, Aesop stores are designed with earthy materials such as wood, stone, and metal, creating a sense of calm and warmth. This natural aesthetic aligns seamlessly with their brand philosophy of simplicity and grounded beauty. Each location uses local materials and finishes; whether it’s hand-cut tiles or reclaimed timber, adding depth and uniqueness to the space. The result is a tactile experience where customers can physically feel the brand’s commitment to quality and sustainability, mirroring the care and detail they put into their skincare products.
Case Study 2: Everlane – Transparency in Design and Sustainable Choices
Everlane’s flagship stores take their commitment to “radical transparency” to a new level by incorporating materials that reflect their eco-friendly mission. Exposed concrete, recycled wood, and upcycled materials fill the space, giving customers a tangible look at the brand’s sustainable values. By keeping the design minimal, with smooth, raw surfaces, Everlane creates a clean and open environment where the focus remains on the products themselves. The lack of elaborate decor or textures communicates a clear, honest message that resonates with the conscious consumer.
Building a Store that Speaks to Your Brand
With thoughtful choices in materials and textures, you create a store that doesn’t just display products but tells a story customers can feel as they explore. Each material is a brushstroke, creating a cohesive picture of your brand that customers connect with in real-time.
Stay tuned for Part 3 where we’ll dive into Lighting and Colour, two elements that can truly bring out the atmosphere you’re building.
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