Seductive Window Dressing It is a total misconception that window design is part of store design. Store design is more static, and window design is an exciting canvas that changes with mer- chandise offerings or the needs of the individual merchant. What the stores on Fifth Avenue andMadison Avenue in New York know is
that what’s in the window can create an impetus or an impediment for guests walking through the front door. Does it entice? Does it intrigue? Does it ask more questions than it answers? Is it playful or all business? Does it tell a story or con- nect to an emotion? All retail and hospitality owners and real estate developers need to be more
mindful of what constitutes a great window, so that they can recognize “window misfits” on their property. An ill-designed or executed window can deflate the emotional experience for guests, sometimes impacting their impression of the entire retail setting. Window design is more than a branding exercise—-it is an opportunity to connect with potential customers on a visceral as well as intellec- tual basis. This visual imprint can make the difference in impulse visits and subse- quent sales. Inventive windows have recently evolved into an alternative solution for mar-
keting unleased retail spaces. While barricades have been the traditional applica- tion, they obstruct the space and don’t allow potential tenants or guests to relate to the three-dimensional volume offered. On par budget-wise with vinyl appliques, a window vignette can draw all who pass by into a story that is evolv- ing right in front of them.
ANIMATING, ACTIVATING THE RETAIL ENVIRONMENT There are several trends that are currently presenting new concepts in retail that may have some application in gaming environments. Surprise and delight are all positives when it comes to pleasing gaming customers, and these trends could accomplish that goal.
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Incubators, Pop-Ups and Locals As large retail centers and smaller lifestyle districts wean themselves off the ubiquitous and fading brands that lead to the undesirable monotony of “who cares” shopping, there must be strategies and entities to replace the vacancies. Blake Cordish, vice president of family-owned Cordish Companies, has implemented several creative strategies to reinvent existing properties and energize new developments. On one site, Cordish’s team attracted 10 local boutiques with loyal clien-
teles and cool merchandise to create a regional “anchor” within the property. Because the 10 operators had deep roots in the local community, their cus- tomers acted as brand ambassadors beyond the boundaries of the district and increased visitation not only to the locally founded businesses but to the national tenants as well. Another Cordish trademark strategy is using entertainment as an anchor.
Notably, Kansas City Power & Light District with its game-changing Kansas City Live! and domed arena has hosted big-name concerts (free and ticketed), holiday celebrations and other high-visibility events. As part of an astounding urban revitalization, the Kansas City Power & Light District is the largest, most visited center in theMidwest, serving the retailers’ bottom line well. The mixture of food, entertainment and retail creates the backdrop for a satis- fying getaway where guests’ expectations and needs are exceeded and they do not want to leave a property; i.e., they feel like they are on a mini-vacation. This “day-cation” trend is on the rise, from luxury-driven destinations to dis- count-centric malls. For refreshing an existing retail venue and filling a pesky vacant space,
there is nothing quite like a short-term pop-up store. There are unannounced retail experiences inside a store or outside that environment that are tempo- rary but create a permanent impression. They generally cover the costs of their tenant improvements and create enormous hype about a new brand or product introduction. The challenge is trying to find
them.Many of this past year’s most suc-
Global Gaming Business • February 2011
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