The Anatomy of a Showroom

In Dickies’ new showroom in Forth Worth, Texas, an authentic and comfortable palette echoes the brand’s message of “Be Real.”

During the last two decades, retail showrooms where wholesale buyers are introduced to new products have become rigid, dysfunctional and overbuilt big mouths. With excessive merchandise choice, large inventories and mass storage, these traditional showrooms are becoming antiquated while wholesale and retail distribution and delivery chains innovate and evolve. The anatomy of showrooms must look toward the future too, and shift from a mother-ship mentality of “show all, do all” to a nimble, flexible and highly functional environment that embodies the brand, the products, their stories and values.

A showroom is the nearest ally to the brand, and yet the space itself seldom pays homage to the core products. The showroom has drifted from the intended merchandise showcase to a self-centered statement that often misrepresents the brand by becoming an interior giant that swallows space, product and bottom line.

It’s time for change. The key to showroom vitality is to deliver a message that the product is hero. A functional and flexible product display system is the foundation for a showroom that can adapt and stay relevant as products and features evolve with the ever-changing environment of commerce. As the retail industry evolves--often very rapidly--to meet consumers’ changing needs, wants and lifestyles, the flexible showroom becomes a vehicle to exploit products’ adaptability to wholesale buyers, too. Flexible displays that are designed to easily hold and highlight the product are part of this strategy. Adjustable display mechanisms that tell stories and articulate merchandise categories with a clear and concise message are additional methods to enhance products. And moveable fixtures that transform spaces into places and bring products to life elevate the merchandise above its surroundings and create a productive showroom that makes the product relevant.

Moveable wardrobe units and flexible displays transform both space configuration and product story.

At the core of a product or service are the brand and its values. This is most revealed through the showroom, which becomes the buyer’s place to touch, feel and experience the brand. Sending a clear message through wholesale distribution channels begins to tell the story of brand to retail and retail to end-consumer. Providing the wholesale buyer with a tribute to the brand’s values is critical to creating brand ambassadors who will carry this message to the street. This is best done with a deliberate and clear approach that performs from within the brand’s soul, heritage and values.

This palate of communication includes strong brand graphics and choreographed stories of the brand and its association with the products or services provided. Storytelling engages buyers, creates brand affinity and opens an ongoing dialogue--ultimately influencing the decisions they make. Once you capture their decision you create buyer loyalty that transcends to the street with clarity and focus.

The entry’s vintage sewing equipment, lifestyle graphics and raw, true materials welcomes a workshop environment that is relevant to both customer and brand.

The environment of a successful showroom is wrapped around function and the raw essentials for showcasing product and conveying the brand story: space, service and technology. The space must function as a nimble, flexible and efficient retail factory. The design should offer multiple options for program and display by providing flexible architecture such as moveable fixtures. For example, turning a conference room into a work room for a trade show, or using rolling wardrobe panels to tell multiple product stories can create a sense of place within the space and create moments for products and settings to come to life.

Technology provides the virtual bridge between brand, showroom, retail and internet. Embedding virtual technology within the physical space is not only the future for retail commerce, but is increasingly the present. Tools such as video mimicking full scale runway shows, inventory product views or product placements are a few ways that technology can be used to showcase products. All will provide the buyer a broader experience with products and the stories behind them, in real time.

Service is second only to product. Providing acute service throughout the brand experience and enabling sale efficiencies is critical. From a space that is dedicated to the product, to amenities like a buyers’ bar and lounge area, the satisfied buyer will continue to bring the brand story to the retail street.

The summation of product, brand and environment creates a complete experience at the wholesale level. The product and personality woven into the showroom are the messages to convey to your core buyers.

Flexible co-branded vignettes and wall configuration studies.

Kyle is a retail design director in Gensler’s Dallas office. He has been engaged in retail design for 20 years and is still fascinated by the dynamic energy and speed that the retail industry possesses. Kyle believes that the power of design in retail environments is the most accessible, influential and impactful in today’s culture. When he isn’t working on the next big consumer experience, he spends time with his wife and six children trying to figure out “what’s for dinner?” Contact him at kyle_jeffery@gensler.com.