Retail Observations

The Purity and Power of an Inspired Idea

physical creatures, so we want to experience positive sensations. We enjoy the tactile. Emotionally, we want to express ourselves, to have identity and belonging. We are also analytical, and want our attention to be focused on something; we want our interest piqued. Brand experience design, then, is more than just visual cleverness. Its a symphony of interrelated threads that operate together as a whole. Its been argued that these three fundamental desiresphysical, analytical and emotionalcan be most fully satisfied in the digital realm. But thus far, great designed experiences online have been too rare. Until the iPhone 4S and the entrance of Siri, the voice-recognition technology thats an amazing feat of artificial intelligence. Its not just the functionality thats impressive, its the way the experience is delivered. The app has an attitude. She has an unexpected personality, a sassy air that users remark on and enjoyeven the inevitable pranksters who are asking the digital personal assistant to do rude, preposterous things. The design of Siri takes digital to a new placemoving it out of bland, me-too experiences to one thats delightful and engaging. While the brands impact has been something of a revolution, its not like design became great with Apple. Since the modern age of product development, designers have been creating objects and experiences with distinct aesthetics and singularity that rise to iconic stature designs that transcend function to appeal to our deeper needs. Design has the power to be great and engaging, whether on Main Street or a mobile device.

On a recent trip to Chicago, I was pulled off the street and into the new AllSaints Spitalfields store solely by the drawing power of its design. The storefront is framed in flat iron black steel, and the windows are filled floor to ceiling with vintage Singer sewing machines. Inside, the upscale rock-and-roll inspired fashionsall muted and grayed down in colorare presented amidst a dark earlyindustrial setting. Fixtures and accents consist of looms, presses, shoe lasts, distressed surfaces, ram skulls, machine gears and exposed brick. Its unusual. Its also complete, as everything rolls togetherthe soft textiles with the steely metal gears. Its a unique visual presence, experientially exciting. Does it reflect the retail brand, a company founded in 1994, not 1884? Yes. The brand focuses on the design, technique and fabrication of its apparel. Old world craft in todays world, where innovation is a necessity. Theres nothing I enjoy more than seeing creative ideas come to life. I started out as a designer, so design is part of my DNA. I find the creative process fascinating. Theres a power and purity to inspired ideas like the AllSaints store. A concentrated

focus on delivering a very clear idea, executed so thoroughly. Its fascinating to see how certain designed experiences have such a pleasurable impact on us humans. While theres nothing neat and definitive about human nature, any more than there is about the design process, we cant resist trying to define it in the hopes of uncovering the secret to creation. But even with all our focus-group tests and modern analytic tools, we cant predict what will capture the shoppers imagination. The problem is, people respond to new things based on old experience. Formal tests of truly innovative designs merely make people feel uncomfortable. Yet when people encounter that same innovation in its natural state, they find the actual experience of it pleasurable. Great design springs from talent and vision, not so much from business and strategic goals. I think thats because design itself springs from high-order human needs and desires. Perhaps the late Steve Jobs was insanely, profoundly committed to beauty and design because he knew our need for it was so profound. People enjoy being engaged in physical, analytical and emotional ways. Were

Bruce Dybvad