In recent years the expectations of shoppers have changed. Today’s consumers now demand a dynamic and entertaining ‘shopping experience’ in bright, modern, well laid-out retail environments. With no shortage of choice around, retaining customer loyalty and generating footfall has become the primary challenge for retailers.
The physical design of the retail space has an enormous influence on the mood and behaviour of shoppers. The decision to buy or not to buy is affected by the quality, shape and ambience of the environment, so Buro Happold looks carefully at elements such as building materials, natural and artificial lighting, landscaping and acoustics.
To create a shopping environment that is safe and operates efficiently and cost-effectively we employ a range of specialist disciplines including disability design consultancy, fire engineering, lighting design and security consultancy, in addition to our core structural engineering and building services.
In a large retail complex the success is often in the detail. Easy navigation through the centre, strategically placed rest and eating areas and interactive information points are all conducive to extended shopping. By carefully monitoring people flow and dwell times we can show how design changes can affect footfall and shopping patterns.
It’s equally important to ensure that people can travel easily to and from the shopping centre. As part of our integrated approach we look at infrastructure and transport planning to ensure shoppers can park easily and have a good first impression on arrival. Departure should be equally smooth, with clear directions and collection points.
Buro Happold’s retail projects vary in size and type from major shopping malls to high-end store re-fits, from greenfield developments to retail-led urban regeneration schemes. Our buildings combine state-of-the-art façade engineering with low energy heating and ventilation systems to create comfortable and sustainable retail spaces.