Stores Are No Longer Just For Shopping
Toteme’s New York store, designed by Halleroed
Stores Are No Longer Just For Shopping
with Lula Galeano, Ruxandra Halleröd and Carly Sweeney
By HURS Team
Imagine a store. Any store. You’re probably thinking about the cash register, rails or other product displays or badly lit changing rooms. Online shopping, technology and the pandemic have made an immense impact on the retail industry and the way consumers shop. So why have stores remained the same? As with everything, there are exceptions. Apple’s stores might be a tired reference, but it's one of the only mass market brands that has created a unique and new shopping experience. No tills, hardly any products, and stores that showcase nature or education over tech. Other brands like Jacquemus, Kith and Nike have also been able to create spaces that are about more than showcasing their latest products. Shops aren’t just about shopping anymore, they’re an extension of the brand and its universe. If consumers are looking to buy, there are more efficient ways to do so. And the numbers confirm it. In 2021, global e-commerce sales grew by 17.1 percent compared to 2020. It accounted for approximately 19 percent of all retail sales worldwide. As online shopping isn’t going anywhere, brands need to rethink the purpose of their physical spaces. How can they use them to interact with their community while integrating the online and offline experience? It could be a place to meet, a place for discovering the brand’s world beyond their products, or a place to try before you buy. As little has changed in the retail landscape, opportunities are endless. From personalization to finding ways to connect with local markets to using AI to connect a unique experience. It’s time for brands to inspire us again.
LULA GALEANO
New York-based artist and architect Lula Galeano is the founder of Studio Galeón, a practice that combines architecture, interior, product, and experiential design. Born in Patagonia – a small desert town marked by endless horizons and extreme conditions – Galeano developed a unique sense of space and imagination. From a young age, she learned how to repurpose everyday objects into subjects of entertainment and fascination and transform her surroundings into entirely new landscapes. Galeano’s retail clients include Audemars Piguet, Susan Alexandra, Dagne Dover, Material Good, and Catbird.
CARLY SWEENEY
Carly Sweeney is a Director at Universal Design Studio, with an expertise that lies in creating a seamless connection between architecture and interiors, delivering technically challenging and beautifully crafted spaces. Notable projects include the immersive ‘On Repeat’ and ‘Framework for Exchange’ pavilions for London Design Festival in 2017 and 2018 as well as a luxury health club for Third Space London whilst also leading projects for clients including British Airways, British Land and KaDeWe in Berlin.
RUXANDRA HALLERÖD
Ruxandra Halleröd is the co-owner of design studio Halleroed. She was born in Romania and grew up in Sweden. Halleröd started working as an architect in 2008, first at Sandellsandberg architects and later for Oscar Properties, a property developer where she worked on housing projects with OMA and Herzog de Meuron. In 2015 Halleröd started working with her husband Christian Halleröd, creating both interiors and houses. The duo has designed spaces for numerous luxury brands including Toteme, Byredo and Acne Studios.
We asked three architects for their thoughts on the state of retail design, the value and function of stores in the age of online shopping and their approach to designing these spaces.