Living Nature's Flagship
Design
Inside the shop (click to enlarge)
Fountain (click to enlarge)
Big white counter (click to enlarge)
Instore computer terminal (click to enlarge)
Architectural firm Jasmax designed the fit out of the shop space.
The original brief for the shop specified a retail space that people felt comfortable in, one that is tranquil and reassuring with the emphasis on genuine assistance. This required a space where people could feel relaxed, try the product testers and feel good about it without pressure to buy.
Raw, natural materials were used in the shop to reflect the ethos and philosophy of the company as well as providing a stylish look. Another example of incorporating the company values is the use of recycled rubber as the floor surface.
COP Outcome development and evaluation
Various features were incorporated into the design to add a feeling of tranquillity, for example the water fountain has a soothing effect, both visually and as a background sound. This makes a strong contrast to the busy city street outside with all the associated noise and bustle. Manager Jeannine Winton says that the water feature is “visually connecting us with the element of water which reenergises the space, countering the influence of the concrete nature of our external environment”.
A big white counter was installed with the idea that it would encourage people to come either side, like a kitchen table, where they could chat and experience the product. However the basins in the counter and the fountain required plumbing; the original floor of the building is cast concrete so a raised floor had to be created to allow this. This has provided a fresh challenge for staff as it has created some customer resistance to free-flow movement. This space now works best for one-on-one consultations.
Another unforeseen consequence is that the slightly concave counter apparently differentiates the space and people think of it as a serving area rather than a customer area.
Some people prefer to browse so two computer terminals were installed behind the counter space so that shoppers could access the Living Nature website for product information.Because of customers' perception of the shop space, staff encourage them to step up and use the computer (with its pull out keyboard shelf). Using the website gives customers an opportunity to analyse their own skin type, find a skin care routine and learn about various skin conditions and the methods and products suitable for their treatment.
