How consumers shop and who they shop with are changing, and brands are taking notice. Traditionally, retail spaces have been associated with social interaction and shared experiences, bustling with family outings and friends mingling. However, the rise of digital technology (enabling customers to purchase products on their own with ease and speed) and the impact of the COVID-19 pandemic have changed consumer expectations and needs, creating a huge demand for environments that offer the comfort of solo shopping.
Embracing Solitude in Retail Design
What makes people shop in stores today? The answer may be shopping alone. Many retailers are looking at the benefits of solitude, such as reduced stress and increased creativity, to inspire their designs. Alonement is a term coined to describe the positive and fulfilling experience one has when alone, emphasizing the joy and vitality that comes from having time for oneself. While loneliness is often seen as a negative thing, Alonement celebrates solitude as a choice that encourages personal growth and introspection.
As brands realize these benefits, there is a growing need for the retail industry to facilitate these experiences. Embracing solo shopping atmospheres allows customers to browse and unwind without the pressure of social interaction or the sensory overload of a crowded space.
Retailers are responding by reconfiguring their spaces to prioritize personal comfort. This innovative approach not only increases customer satisfaction, but redefines the retail experience. By thoughtfully incorporating design elements that support alone time, retailers can eliminate distractions and stressors, allowing customers to fully immerse themselves in the brand experience.
Combining the joys of solitude with retail design
Designing for solitude is not just a trend, it’s a valuable strategy that can foster deeper connections between retailers and their customers. As shopping becomes a more personal affair, it’s essential to rethink traditional retail spaces. Today, it’s not just about planning space for large groups to shop; designers and retailers must accommodate individuals with their phones in their hands and space efficiencies in this new shopping model.
First, store layouts must comply with new guidelines, with more compact spaces between fixtures, point-of-sale areas, and spaces in front of fitting rooms, optimized for solo shoppers. Designing an environment that caters to individual customers rather than groups requires careful consideration of store configuration and utilization, as seen in the Uniqlo store on 5th Avenue in New York.
Additionally, developing spaces that allow for personal reflection and comfort while shopping can help customers feel more at home and foster deeper, more meaningful interactions with your brand. This could include quiet zones with comfortable seating, customizable areas where shoppers can adjust the lighting and ambience to provide a secluded shopping environment, or sensory-friendly elements like soft lighting, calming colors, and sound-absorbing materials to reduce overstimulation.
Stimulating the senses: a solitary journey
Alternatively, adding soothing background music, pleasant scents and tactile materials can create a multi-sensory environment that brings customers back to the present moment, making the shopping experience more immersive.
Interactive displays like touchscreen kiosks, virtual reality stations and hands-on product demonstrations further engage solo shoppers. These features allow customers to explore products at their own pace, giving them a sense of control and independence — key ingredients to satisfying alone time.
For example, a clothing retailer might offer virtual reality fitting rooms where customers can “try on” clothes without actually changing into them. Similarly, a technology store could install touchscreen kiosks where customers can learn about and customize products before purchasing.
Finally, incorporating a balance of nature can help create a serene atmosphere in your retail store interiors. Organic elements such as potted plants, water features, and natural light can significantly increase feelings of calm and well-being.
Brand connections and the shift to solo shopping
Brands that focus on individual needs and preferences build stronger customer relationships and foster loyalty. One brand promoting a solitary shopping experience is shoe manufacturer Birkenstock, which TPG Architecture worked with to design its nationwide stores.
Because shoe shopping is inherently personal, Birkenstock’s goal is to create retail spaces that resonate with each individual customer by representing the brand in a meaningful way. For example, each Birkenstock store is customized to reflect the unique personality of its neighborhood, seamlessly integrating the surrounding environment and customer perspective into the shopping process. The stores’ residential atmosphere offers relaxed, curated moments of interaction that support a sense of solitude, while also featuring authentic elements that tie into the natural composition of the products.
BIRKENSTOCK’s personalized approach is evident in the design of its stores in SoHo, New York City, and Venice Beach, California. The SoHo store’s thoughtfully restored historic exterior reflects the history of the landmark circa 1825 building and the architectural fabric of the area. The interior design incorporates organic materials and playful reinterpretations of BIRKENSTOCK’s iconic shoe outsoles, contributing to a unique and immersive shopping atmosphere.
In contrast, the Venice Beach store, designed by Sarah Whalen of TPG Architecture, reflects a “California cool” aesthetic. The use of weathered wood paneling and exposed beams is reminiscent of the neighborhood’s century-old bungalows, while the outdoor patio and artistic features speak to the area’s arts and beach culture. Combining these local accents with key materials like cork and leather creates a retail environment that is approachable and inviting for solo shoppers.
These two spaces are an example of one brand’s approach to designing for solitude, meeting new consumer needs and expectations and engaging with them in a different way. By embracing this shift in preferences and adapting retail environments accordingly, brands can offer customers more enriching moments that support their mental wellbeing. Ultimately, promoting supportive spaces that go beyond the transaction can strengthen customer loyalty.
Alejandro Gala, Creative Director at TPG Architecture, has almost 20 years of experience in retail, hotel, commercial and residential design. With a diverse background in architecture and architectural engineering, Gala is adept at translating his client’s vision into great design. Having traveled extensively to over 65 countries, his cultural influences are reflected in his work through his visual communication skills. Prior to joining TPG, Gala worked as an associate at Vocon and held positions with companies in Spain, Belgium, the Netherlands and China. He holds a Master’s in Architecture from the Universidad Europaea de Madrid and a Bachelor’s in Architecture from the University of Extremadura, Spain.