How should we envision physical stores today? How can an interior architect help a shop strengthen its positioning? These are some of the insights shared by Aurore Pothain of At'Home Design. She recently oversaw the design of "Boutique H," a men's fashion store near Annecy.
1-"The customer experience will make the difference
With the rise of major websites and online sales platforms, physical retail stores for ready-to-wear fashion often struggle to stand out. Customers are increasingly demanding and accustomed to having a wide range of choices. "For physical retail to thrive, it must differentiate itself from what is available online," explains Aurore. Since almost everything is available online, Aurore believes that "the customer experience will make the difference—the store itself, its ambiance, how it reflects our personality, the personalized advice, and the ability to try things on..."
It is essential to carefully plan the customer journey within the store, identifying high-traffic and low-traffic areas. "For this store, the placement of the checkout and fitting rooms is not by chance," Aurore points out.
2-Choosing unique, local furniture
Aurore aimed for the store's layout to blend as harmoniously as possible with the space. She preserved the building's original concrete elements, designed by architect Jérôme Georgeot, and "chose to use raw materials such as wood and metal."
To achieve a unique result, Aurore designed all the furniture herself and had it produced locally. In fact, "all the artisans involved in the project were within a 15km radius... including excavation, masonry, plumbing..." For the lighting, she adds, "I’m proud to have been able to offer a French brand," referring to RIF Luminaires ♥♥♥.
3-Combining Modularity, Comfort and Signature
Modularity is a key element in retail, allowing adaptation to seasons, collections, or changes in inventory. Aurore’s layout is therefore "simple, functional, and effective," but the choice of materials and a few decorative elements add a distinctive signature. "This store is designed for men, but it also needs to appeal to women, who are often the influencers," she explains. That’s why she paid special attention to the fitting rooms: "They should be 'intimate' yet visible to the sales staff, and comfortable for accompanying visitors to enjoy their time."
For the lighting, Aurore suggested using product highlighting lights and background lighting (track with spots). Additionally, she installed "ambient lights that define certain areas and, most importantly, give the store its identity (pendant lights)." She selected RIF Luminaires pendants for "their size" and because they "add warmth and softness to our design due to their materials and rounded shapes."
