In this episode, Wendy Liebmann talks to Dawn Clark, Executive Creative Director, SVP, Global Design Studio for Starbucks, noted retail architect, who runs Osean Studios, and was most recently director of design and construction for Amazon, where she led the design of the new Amazon Style concept store, and prior to that Nordstrom.
They discuss:
- How to create a “human” store, and how that has changed since Covid
- Why many retail environments are designed to showcase products rather than create an emotional connection with shoppers
- Why it’s so critical to understand the context of the shopper’s life not just what you want to sell
- The interweaving and translation of technology in physical spaces, where search tools and algorithms can add value to an in-store shopping experience but where flashing digital screens often do not
- How to bring together the right team – architects, construction, technology, merchants, marketers, sales personnel – to create innovative, shopper-lead environments
- And why one-eighth of an inch really matters
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