A store is a real estate property the main function of which is to market and sell displayed merchandise. So, designing a store’s interior is extremely important to the owners. The goal is to create a pleasant atmosphere, starting from the entrance, conveying to the visitor a specific message, to give him a special experience and to make him wander through the store and purchase an item or even more items from the goods being sold.
The goal, therefore, is not to sell the property itself but its contents, it is even possible that the concepts of adhering to and emphasizing the interior design of a shop should be applied to the marketing of residential apartments or private homes. The bottom line is that we want to create the feeling for a buyer of “falling in love” and bond him to the particular object that is offered for sale.
The design of a store takes into account the size and height of the interior, what kind of goods are being sold in the store: are they small items such as jewelry, cell phones or shoes, or are they large items such as furniture or clothes? How to create a free-flow layout so that the customer can see the display areas comfortably and remains in the shop as long as possible? One must consider the branding of the contents: Is the shop part of a chain where the layout concept is already familiar to the public or is it a boutique store that can be designed in any display pattern? What is the experience we want to create? What is the dream? What is the appropriate color for conveying the message?
Due to the current trend of shopping online where the competition for the consumer’s wallet is great, the Internet delivers the product to the consumer’s home with great ease and speed. The virtual shopping experience is becoming more sophisticated and includes all areas of consumption. How do you persuade a consumer to leave the house, drive to a shop or a shopping center, park the car and devote time and energy to select a product and wait in line at the checkout? Many shops, particularly chain stores, have opened online sales sites in addition to their physical locations, this way they cover both areas: purchasing the traditional way in a shop or purchasing the new and innovative way: online.
One of the things that draws people out of the house to the shop is the fact that the shop is in a shopping center or in a mall, which is also a place of entertainment for the entire family of the potential consumer, to spend time before and after the purchase. When it comes to food and food shops, they recently opened indoor food markets: one in the “Sarona Gardens” in Tel Aviv and the other at “Allenby Rothschild” in the ‘Richard Meier’ project in Tel Aviv. It seems that a concentration of shops under one roof in a mall or arcade with a plethora of colors, smells and tastes creates pleasant events for visitors that cannot be experienced via the Internet. Indeed, the new market “Allenby Rothschild” has immediately become a point of “pilgrimage”! The indoor market, which is not large, is packed from the early afternoon increasing the value of the adjacent real estate properties: The ‘Meier Tower’ on Rothschild and The ‘Rothschild 1’ Residential Tower, exactly as the covered market of the “Sarona Gardens” has done to the value of the Gindi dwellings built above.
There is a dialogue between designer shops and luxury residential properties, creating a new vibrant and youthful chic of residential and consumption environments. Accessibility to all brands is the current trend in Tel Aviv’s lifestyle.