Store-Redesign Post COVID-19

FINAL ANALYSIS AND

deliverables

NIVED DEVADAS
SED HARNONGEH TIMUNG
FASHION COMMUNICATION
MITRAVINDA VK
JURY PROJECT SIMAR DUTTA
SRISHTI
In-store detail study
Tommy Hilifiger/ Express Avenue

In-store visit /
study
 Existing store plan
At Express Avenue
Trial Room

This type of layout and momvemts would not be preferred in the post
-COVID scenerio. This surely creates a lot of clustering and crowd. One more
reason is of one entry and exit point. The closed section by wall for the
women section creates an hindernce for quick visibilty and transparncey of
the store. The cash counter in the middle is taking up extra space and can
be placed in much more efficient place

Male customer movements Female customer movements

Women Section Male section

Trial Room

Cash-counter

Women Section Male section

Cash-counter

Window-Display-2 Window-Display-1

Window-Display-2 Window-Display-1
Entry
Analysis
IDEA: The main idea is to limit the time a customer spends in store.

“Designing for distance”

Store footprint

Location
Area for re-assesing
Layout

Staffing issus

In-store hygene

Opening hours
 Customers will be nervous to
re-enter Socienty and shopping
for Non-essential items will not be high priority

Setting up disinfectant stations at

Having thorough
entrances and exits cleaning procedures for fitting rooms
new social distancing normal
Some result of the

Limited Numbers of shoppers Staggered operating hours

Heightened sanitation procedures Integrating screens

Guards and barriers

Educational signages througout the store

Wearing face masks and

Staggered operating hours PPE will be common
for both employees and customers
 Operating costs will rise
Amazon just walk out
payment system
Shoppers will be able to
book appointments outside normal
buisness hours, pre-selecting
items to try on

prioritise the safety of consumers in

a clean, healthy and reassuring
environment.

Ensure you are equipped to be as

agile as possible, constantly
adapting to new platforms and cir-
cumstances, and fully prepared for a
second wave of infection to hit.
Establishing your store as a trusted haven of cleanliness and safety
will be
paramount in the new normal. This is key for helping shoppers feel
confident about entering your premisis, maintaining the well-being

anti-Bacterial fabric
of staff and ensuring operations can continue shoudl a second wave occue

Materials
Key actions: as hygiene becomes a key selling point pan-industry, look to
antibacterial Fibres for carpets and Ftting room dividers, while copper, which is
known for its antimicrobial properties, will be key for xtures and rails.

High-trac touchpoints such as door handles, checkout counters, handrails,

clothes hangers and screens will have to be disinfected thoroughly and
often, while transparent materials will help build trust among customers.

Implement no-touching guidelines, as Boots and Space NK have done in the

Copper door knob

UK, or consider moving to staff product demonstrations only, rather than
allowing customers to trial items themselves.

Look to protect employees and shoppers by setting up sanitiser stations and

boxes of face masks and latex gloves which they can take freely. However,
ensure the personal or social dynamic between shoppers and employees isn’t
affected by new measures; with mask-wearing removing emotional cues, staff
must work harder to deepen connections in other ways such as signage and
messaging.
Hand sanitiser dispensers and cleaning stations should be placed by
checkout registers, touchscreens and payment systems, with appropriate
signage alerting them to people to use freely. These can also be put
at store entrances and exits, as well as in multiple locations for bigger
spaces.

Key actions: consider how you can integrate hand-washing into the retail
space in a way that encourages cleanliness without looking sterile.
Built-in
sinks and water features that complement the store
design, such as those
made from steel, marble, travertine or concrete, with
accompanying cosmetics
and towels, will create a seamless aesthetic that simultane-
ously comforts
hygiene-aware shoppers, heightens their wellbeing and reduces stress
around
spreading germs.
Fitting rooms

Fitting rooms might

have to become single, structured units with heavy doors (not curtains),
which should be disinfected by associates after every use. American Eagle is
asking shoppers to drop off the clothes they tried on in a box, which will
be put back on the shop oor 24 hours later so associates don’t have to
touch
the items straight away.

Key actions: closing tting rooms entirely might hurt the store experience and
lead to a huge rise in returns – a known, expensive pain point for retailers.
Instead, look to create more structured tting rooms or 'pods', as seen at
contemporary menswear brand Wu's new boutique in Beijing, which can be
spaced out and used as a focal point that adds interest to the shop oor.
Hygiene will of course be a must, so staff need to be on-hand to thoroughly
A focus on BOPIS ( Buy Online Pick-up In Store)
and other omnichannel strategies will also require a rethink of square
footage and space.

Product discovery strategies will have to become simple and

clear, reducing dwell time.

To reduce time spent in store but ensure shoppers are still browsing and
buying, retailers should focus on creating easily navigable spaces with clear
sight lines.

In-store shopping should become a physical manifestation of the

online shopping experience, with easy access that takes friction out of the
process.

We will see a move towards more considered and simplied store design
for those who want to shop quickly and eciently with little to no contact with
others.

Colour-coded rooms or categorised areas to demarcate different

collections, themed shopping zones and clear, simple waynding cues will all
help to make the store experience more easily navigable.
Some case studies

For example, Germany department store Karstadt has opened a

number of its stores again with limited and separated space, accessed by
individual entrances.

Look to
Everlane's Save My Spot service, where shoppers can leave the store until they
get a text saying their items are waiting in an available tting room.

US
cannabis store Curaleaf has adopted WaitListMe, an app traditionally used by
restaurants to let diners know when their table is ready while they wait offsite.
 Conclusion

Limit Entry/Exit
Have one entry and Clear signages/ graphics Adapt and adjust space
One exit for slower selling

Restrict number of One way system/ Redesign store as

customers at a time Sheilds in between/ a place to fullfill
counter online orders

Have enough staffs Make product discovery

Encourage shop alone/
to control and check on interesting
remove promotion
customers
 PRODUCED BY AN AUTODESK STUDENT VERSION

PRODUCED BY AN AUTODESK STUDENT VERSION

PRODUCED BY AN AUTODESK STUDENT VERSION

PRODUCED BY AN AUTODESK STUDENT VERSION

PLAN-1
PLAN-2
 Selected Plan

PLAN-2
Presenting a whole new ex-
perience with BOPIS to
counter the POST -COVID
retail difficulties

BOPIS
Buy Online, Pick-Up in Store
The window display and the front of the store
is kept in the same style of the tommy hilfiger
style
 Keeping the Tommy Style
INTERIOR VIEW-1
The interior section of the store is
similar to the aesthetiv of the store of
a tommy hildifiger. But since the idea
of this store is BOPIS. Since a retail
experience is important we we kept
most the sections and layout the
same as a usual store.
Increased Space Most of the experience is
based on technology.
and space is also
increased for increased
survellience and clear
visiblity of all the store.
This makes customers
feel free and relaxed
about the enviroment
and can move around
feeling confident about
the enviroment.
 Tommy Hilfiger flagship store
in Düsseldorf with touch-
Digital interface for shopping screens from Prestop.

Search Through collections

Place order in the store

Use digital mirrors for testing on

Find best deals without staff s

 Interactive mirrors

Video walls
Transparent
Touchscreen
sheilds to seper-
ate the customers
in a safe distance

SOCIAL
DISTANCING
A view from behind the store
 Trying out/ Trials

After selecting from the cloths to try on or to

receive the ordered item from this section of
the store. This place is designed to keep people
seperated on the tables according to the screen
they used to select. the same screennumber
table is used to keep the ordered items.

the customers can try that specific cloth in the

trial room beside
 Billing area

Bliing area is specially de-

signed taking the safety of
the staffs. A transaparent
sheild is used to protect
them and keep them at a
distance from the custom-
ers
 Signages around the store

Since people will find it

difficult to navigate or
quickly get familirise
with the lnew layout
signages will play a
very important role
around the store
 On the walls/ entry Trail room
All the singages are made in the Signage
same aesthetics as the brand as
to blend with the store
Elevation plan

10’ 8’

8’5” 15’ 5” 9’9”

32’
Creating the model

SCALE : 1:30
Sanitization station
Digital interface
Trial rooms