Crafting the Retail Experience

Experience it For Yourself

One example of how a wide-format printer can shape a retail brand experience is evident in D’Andrea Visual Communications’ work for an Old Navy holiday campaign.

Scott Powers, founder/VP of sales, notes that when creating pieces to engage consumers, the key is to ensure the shop is involved from the beginning.

“The up-front planning is the biggest challenge,” he says. “You need to make sure all the specs are correct and the correct materials are being used. You need to have everyone on the same page — the client, the printer and the installer. You want to get it right the first time.”

Lawson notes that one of the biggest challenges EclipseCorp has faced is the drive to always do better. “You are only as strong as your last portfolio piece. You have to constantly be reigniting and creating something better than the last.”

Part of how he does that is being involved from the very beginning. “It’s a true partnership,” Lawson says. “It can be as simple as a brainstorm session, or as complex as an engineered drawing as to how something will be built. We like to be involved every step of the way, from the concept meeting all the way to the installation. I feel that the creative companies that can offer that as a solution are going to be more successful with higher-end retailers.”

Lawson cautions, however, that being involved from the beginning can be a double-edged sword. Bringing in production too early can hinder the design process, and that isn’t the response a shop wants from potential partners, he says. While there are limitations in what the equipment can produce, it is far better to let the creative teams “dream big, and then figure out how to do it.”

Aahs Enterprises has been involved with several projects that aim to create an overall experience, says Sawhney, including one major project that involved printing 35,000 sq. ft. of what looked like wood-grain paneling for the San Francisco airport.

The airport wanted to create an environment where travelers felt relaxed and comfortable as they waited for their flights, as well as make it feel more upscale — which would only benefit the retail storefronts.

However, Sawhney cautions, it can be easy when approaching a project like this to do too much. Getting the experience right is as much about knowing what not to include, as what actually makes it into the location.

“You can overkill it,” he notes. “You have an arsenal of stuff, and you have to do the right amount — the right graphics, material, size, etc. Just because you can do so much and have access to so many materials, doesn’t mean you should use them all. If not done right, you won’t get the look and feel of that project. It’s like medicine: it can do really good in the right doses, but too much will make you sick.”