There is something to be said for heights. Mount McKinley in Alaska, the highest mountain in the U.S., stands at 20,322 feet. One World Trade Center in New York stands at 1,776 feet, making it the tallest building in the western hemisphere. When you stand a distance from these icons, do you look at the low grasses or the sidewalk, or do you look up? If you’re like most, your answer is up.
Now put yourself into a retail store. Different type of environment, but where do your eyes travel? Certainly not down to the floor if you are looking for something. There is a reason signage in retail environments is consistently in the air. Up high, it catches our curiosity, informs us of our whereabouts and makes an impression on our decisions.
As retail environments modernize and competition grows between physical stores and online, it’s all about brand association, brand promise and the experience. It’s time to take those high elements to the next level. A flat sign with a little text is a thing of the past. Now it’s all about branding, image, navigation, architecture and connection.
While the highest peak and the tallest tower may be inspirational, retailors must be aspirational in the design of their environments. Taking the focus higher is just one step in the evolution of retail.
Designed by Little, the Chedraui Hypermarket utilizes fabric structures for wayfinding within the 90,000 sf interior. The result was a clean and modern experience.
The elegant tension fabric signs for the Metro stores span 8ft x 21.5ft. Visible from four sides, guests can’t help but be drawn to the scale and messaging.
Within Autogrill Territorio Piacenza a yellow fabric ribbon acts as communication and identifies the counter while creating a bond between areas of the environment.
With a multitude of high graphics, there is no forgetting where you are in this super market. The FoodMax name could not be missed within graphics spanning up to 50 feet in length.
At Best Buy its all fun and games. That includes the signage which integrates a series of branded plasma screens directly into the architecture of the fabric structure.