Retail Flagships Retail
Flagships for All
Steve Thomas-Emberson discusses the importance of creating a ‘Flagship’ retail experience in out-of-town retail sites.
There has always been “retail design” ‐ it’s an essential element of the retail offer to the consumer. A poorly designed interior has always meant a lack of shoppers, and therefore slack trade. Where this all started to change was when architects started to become specialised, working directly for the retail developers.
Prior to the 1980’s, the relationship between architect and the store had been purely on the basis of technical guidance, electrical fit‐outs, height of exterior signs and such, but with the expansion of out‐of‐ town shopping centres this all started to change as there was a need for more creative interiors rather than just the high street role out. Some architects became “Retail architects,” specialising in large retail offers. Investment companies such as
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the Australian company Lend‐Lease had “Retail portfolios” and turned to retail architects and retailers to up the design game. The shops had to be “Flagships,” as they were the very latest retail offer. The consumer and retailer alike flocked to them. There was easy parking, restaurants and places for kids; it had the potential to be a family day out! This was also the birth of the retail architects “Retail Design Guidelines” and the potential for a right royal bust‐up between the retailer’s design team and the developer’s design team. David Redington, an architect with The Design Solution, and a person who has been on both sides of the fence, explains; “It was slightly begrudging at first, as this was at the time of the roll‐out concept and the guidelines put a spanner in the works as
retailers would have many elements mass produced ready for call out during shop fitting, but there was a retail boom and retailers were fighting to get into these retail centres so this was accepted.” If there was ever a shopping centre that personified where the future was going it was Bluewater in Kent. Built out of a chalk pit, it defined the ultimate retail experience. Leaving aside the interior retail design and brands, the exterior has a real Sense of Place. For the retailers the direction was “you will be a Flagship operation”, as David Redington, who at the time was working for a retailer, explained; “Most retailers have risen to the challenge, gotten enthusiastic and put in the extra effort and investment. All retailers are different but if they treat it right they get
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