In-store shopping is gaining traction, especially with younger consumers looking for engaging in-person experiences. But today’s shoppers are looking for immersive environments where they not only take part in the action, but help determine the outcome.
“The boundaries between disciplines have dissolved,” says Denise Foley, a visual and brand experience consultant and leader with more than 30 years of experience across luxury retail, brand merchandising, consulting and education. “Visual merchandising, art, architecture, store design and performance now converge, working in unison to create immersive, surprising and collaborative customer experiences.”
Foley, who is the newest member of IHA’s Global Innovation Awards (gia) jury, says there are several key shifts taking place in visual merchandising and store display.
“Instead of just seasonal décor or products, window displays are evolving into immersive, narrative-driving and emotionally engaging experiences,” she explains. “Think theatrical set pieces, sound or light cues, even small motion. This draws in foot traffic, increases dwell time and enhances shareability.”
To make displays more immersive, she encourages retailers to think about ways to employ sound, scent and tactile experiences. Designing with social media in mind also provides ways for shoppers to interact with visual elements. (This can mean backdrops, photo walls or hands-on experiences that encourage digital sharing.)
Lighting and motion – or at least, implied motion – are also gaining traction as a way to capture shoppers’ attention. These elements add a “surprise or dynamic factor” that blurs the lines between physical and digital retail, she says.
Beyond these shifts, there are five key trends retailers should consider for visual merchandising and display:
Upcycling and Craft
“Natural textures, organic and back-to-nature touches are being enhanced through the re-use of materials and craftsmanship in windows,” says Foley. This design direction “provides a calming contrast to busy urban environments and supports a sustainability narrative.”
There’s plenty of room here for birds, bees, flowers and animals, but Foley also encourages retailers to look for ways to reuse materials and create handcrafted looks.
Color
“After years of minimalist trends, there’s a resurgence of strong color, bold contrast, layered textures and oversized props,” shares Foley. “This deepens visual interest and helps brands break through visual clutter in busy retail streets and shopping areas.”
Bold color treatments can take different forms, including color blocking, incorporating the whole color wheel, or using tone-on-tone color to effectively mix patterns and textures.
Scale, Rhythm and Flow
There are many different ways to go about achieving scale, rhythm and flow, but Foley says Hermès did this memorably with a window display featuring a giant whimsical elephant.
These techniques don’t necessarily have to be expensive to be effective. Australia’s Well-Versed Homes successfully used vinyl decals to “wrap” their windows, creating symmetry and balance that forced your eye directly into the store.
Immersive and Experiential
Attention-getting displays should not just be about product, but an experience. To illustrate the point, Foley highlights a pop-up shop at Louis Vuitton’s SoHo store created for their new LV Beauté lipstick collection.
In this pop-up, the actual lipstick tubes were only a small part of the dramatic visual. The real highlight of the destination was “trying on” different shades of lipstick using immersive digital technology.
Collaboration
Unlikely partnerships also create opportunities for highly engaging visual displays.
Foley recently enjoyed a partnership between Tiffany & Co. and Netflix on the opening of the new “Frankenstein” movie. But even local retailers can successfully engage shoppers with unexpected partnerships and experiences with other local entities – whether businesses, charitable organizations or individuals.