A shop-in-shop store design concept is one where a portion of the floor space in a larger store is dedicated to a specific brand. In some cases, this space may be dedicated to a specific line of clothing or brand of appliances, but in other cases, one store may contract with another to place their establishment inside the space.
While this may be mutually beneficial for both parties, it can create an interior design challenge. After all, each entity may have a distinctive store brand that they want to express. When the design is not effective, this can create confusion in the consumer. In a recently remodeled ZEN department store, the Just Cavalli store brand was introduced into the layout.
The interior design of the ZEN department store is an open-air concept, and its brand flows into a Galliano shop and a Capital Zen store. Introducing the Just Cavalli brand into the space was challenging, but the interior design firm was effective in their efforts. The visual identity of Just Cavalli had to be included in the space in a functional way that allowed the merchandise to be displayed, but the space also needed to be partitioned so that a clear definition between the two brands was evident. The solution employed by the interior designer was to use 60 cm x 60 cm rusted metal partitions as display modules. These would be placed randomly throughout the space to delineate the space as well as to hold the merchandise. Essentially, they floated in the floor space in a manner that create a shop within a shop. In addition, a glass partition that was painted with diagonal stripes was placed around the space. The combination of the rusted metal modules and the glass walls reflected the edgy, modern image of the brand.
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Also, take a look at “Branding By Interior” e-book, the only book written on this subject at this time. It brings insight on how you can turn your business into a market-dominating competitor by using human cognitive responses.
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