The retail world is changing rapidly. How stores create atmosphere, engage customers, and adapt to local specifics?
Storefronts and Entrances
Today, store design is evolving. Where window displays once served to grab attention and encourage shoppers to step inside, many modern retailers are now removing traditional windows entirely in favor of more open entrances. In Asia, this trend began 4–5 years ago. Some stores even use decorative screens to create intrigue and entice people to step in.
This approach lowers the psychological barrier, allowing customers to enter freely and encounter the store’s primary visual merchandising displays. Visual merchandising not only guides them through the space but also encourages purchases.
This strategy is used not only by fashion brands, but also by footwear companies like Ekonika. Among Russian labels, Love Republic, Lime, and others have embraced this concept.
The Evolution of Fitting Rooms
Fitting rooms used to be small booths with a single large mirror. Later, stores began adding lounge areas. Today, fitting rooms have transformed into fully designed spaces, featuring comfortable furniture, themed decor, and natural-feeling lighting. This allows customers to relax, reduce stress, and enjoy a more pleasant brand interaction.
Modern shoppers value comfort and independence. They prefer minimal interaction with staff and rely more on their personal feelings. As a result, fitting rooms have become private zones where people can make purchasing decisions calmly and confidently.
Flexible Retail Fixtures
One of today’s main retail equipment trends is mobility. Unlike fixed structures, modular systems allow for quick re-zoning of stores, adapting the space to new collections or special promotions. This saves renovation costs, keeps stores dynamic, and simplifies relocation if the brand changes locations.
Localization’s Impact on Store Design
Even within a single retail chain, stores may differ by region. In today’s world — where product shortages are rare — attracting customers depends heavily on creating a unique atmosphere. Localization is expressed not only through material choices, but also by reflecting the cultural codes of each area. In warmer climates, stores often use light wood and stone to evoke coolness; in colder regions, darker tones and textiles add a sense of coziness.
Brands are actively incorporating local art objects and collaborating with regional artists. This strengthens community ties and helps retailers stand out in a world dominated by marketplaces.
VIKTOR MALYGIN
VISUAL MERCHANDISING AND RETAIL DESIGN EXPERT, FCG