Documente Academic
Documente Profesional
Documente Cultură
Self service
Addictive shopping
behaviour
Retail Theatre
Experiences
Stage experiences
differentiated
Deliver services
Competitive
Position
Needs of
customer
Make goods
Extract Commodities
Irrelevant to
undifferentiated
M arket
Pine and Gilmore
Pricing
Relevant to
Prem ium
An instore experience is
increasingly becoming
demanded.. Retail theatre
is set to grow offering free
coffees drinks events, and
dinner parties in store. ..
Kantar Retail
Rebecca Thompson
Retail Week
Our study
Looked at how retailers have interpreted
theatre in store design
Compared this to what happens in the world
of theatre
Identified some lessonssome take-outs
Retail interpretations of
theatre
4 Theatrical
Movements/Performances
Surrealism
Theatrical Realism
Political Realism
Absurd Theatre
Key differences
(Theatre design principles)
1.
Theatrical
Movement
Surrealism
experience goal
(audience reaction)
The observer should have an emotional
response. Make you feel something
Theatrical
Movement
experience goal
(audience reaction)
Surrealism
Theatrical
Realism
Theatrical
Movement
experience goal
(audience reaction)
Surrealism
Theatrical
Realism
Political
Realism
Theatrical
Movement
experience goal
(audience reaction)
Surrealism
Theatrical
Realism
Political
Realism
Absurd
Key differences
(Theatre design principles)
1.
2.
Theatrical
Movement
Surrealism
experience goal
(audience reaction)
The observer should have an emotional
response. Make you feel something
Niketown
Theatrical
Movement
experience goal
(audience reaction)
Surrealism
Theatrical
Realism
Theatrical
Movement
experience goal
(audience reaction)
Surrealism
Theatrical
Realism
Political
Realism
Absurd
Key differences
1.
2.
Gestalt
Design to be flexible
3.
Summary
Retail theatre is all around us and is here to
stay
But lets learn from the experts
to do bit of everything
Look for gestalt. Focus all elements on the same goal:
staff, layout , script/narrative, lighting, heating, music
Design for flexibility
Follow up
Baron, S, Harris, K. and Harris R.