In the June 2014 issue of UK-based Boutique Magazine, fashion retail architect Jeffrey Hutchison shares his expert insight in the article “Interior Motives” (pages 50-51). Drawing from his extensive career in the design world, Hutchison advises retailers in apparel and luxury goods on the most critical business practice they can implement — creative and well thought out retail design. Hutchison highlights the benefits to retailers utilizing inspiring interior elements, including differentiating brands from their competitors, increasing bottom line sales and engaging consumers in a more meaningful way.
“[Retail design] has become one of the most creative areas of the interior design world. In fact, I see retail design’s influence in hotels restaurants and even residences.”
“It is critical for retailers to tell a good story — creating a visual link between the message of the store and the space, and how the products or brands fit into a customer’s lifestyle… this means allowing more space within the store to be allocated to the storytelling experience, balanced with showcasing product.”
“We connected [Streets of Georgetown — men’s specialty boutique JHA designed in Washington, DC] with its heritage but at the same time wanted it to feel modern and relevant to today. We were inspired by the blend of old spaces with modern elements found in Brooklyn, New York, but we knew we had to design the interior to fit with its local area and building.”
“[Design] elements, while taking away valuable space for products, can do an equally important job of providing an emotional connection to the product.”
“The integration of commissioned art pieces [to retail spaces] is now becoming almost commonplace… It adds smoother visual dimension to the store and allows for a deeper narrative to exist between the product and the consumer.”