Experiential marketing is more than just a buzzword. The shop floor plays a major role, a brand can create a total multisensory experience, it is the final place where buyers and users can have contact with the brand and that is where they will make their final purchase decision.
The importance of well designed shop floor has been recognised by the successful company Nord from Samobor. Nord produces bathrooms and kitchens, bathtubs and taps. They have asked the Brigada to design their shop floor. They wanted their shop to be instantly recognisable as theirs, totally different from competitors, they wanted their customers to feel comfortable and not be afraid to ask for advice, because most of us wouldn’t know how to design our own bathroom.
After analysing the brand and the shop floor, Brigada has come up with a selling strategy and a design concept. They divided the buyers into three categories – private, business and those sent by architects. By establishing the needs of each category, the Brigada team had designed a logical layout. Apart from everyday buyers, they’ve designed a fast track service for so called B2B shoppers who know exactly what they want.
The shop itself is in Samobor shopping mall, in what was once a restaurant. It needed a complete renovation. The biggest challenge was the shop’s position being in the corner of the building with a curved glass wall. To present this type of product a lot of walls are needed with ample artificial lighting. Brigada had to adapt to a lot of daylight coming in and they constructed partition walls. Another challenge was the large amount of Nord products that needed to be displayed in an accessible way.
The products are displayed on wooden shelves on especially designed linear metal constructions along tiled walls. The idea was that the display structure was not the dominant feature and the focus was solely on the product itself.
The muted and matt tones in combination with wood and ceramics creating different ambiances were used. They offer to the buyer an orientation for design and choice for their bathrooms, because taps sinks, bathtubs and showers are displayed as a completed product.
“A quality selling concept design achieved by detailed analysis of the space and of the brand leads to the space entirely adapted to the needs of the customer”, so said Edna Tadej, Brigada’s architect and added “The goal was to give all the necessary information about the product, offer a clear path to the consumer thus giving a unique shopping experience.”
CREDITS:
Damjan Geber, Creative Director
Ivana Validižić, Project Leader
Ena Tadej, Lead Architect
Dominik Cergna, Lead Designer
Petra Ladan, Architect
Bojan Haron, Photographer
