Retail Design

Designing a shopping experience

Retail Design is one of the most challenging new fields of design, anchored by the disciplines of both industrial design and architecture, but also embracing communication design and the application of design thinking to service changing consumer attitudes. 'Retail Design' involves the design of both physical and virtual stores. The retail designer is confronted with a wide range of choices that shape the retail experience: external elements like frontage, fascia and signage; and internal elements including equipment, merchandising, displays, lighting and in-store communications. Retail Design also involves an understanding of what will work aesthetically within the space, how it will perform functionally and commercially, and how it can be built to budget in compliance with governmental regulations.

Insight in the culture of shopping

In the world of retail, designers are primarily concerned with the consumer experience in the shopping environment - physical or virtual. It is the retail designer's task to shape this experience through visual, spatial and communicative expression, based on an empathic understanding of the culture of shopping. To a large extent, that is a culture that reflects society with respect to social, economic, political and environmental issues. Students specialising in Retail Design gain knowledge of the essential aspects of retail design based on four issues: the retail (design) context, retail strategy, innovation in retail and retail communication.

To specialise in Retail Design you are required to complete:

• at least one regular master project worth 9 ECTS must have an explicit focus on Retail Design
• graduation project on the design of retail-related spaces, products and/or services
• Retail Design electives worth at least 9 ECTS from the Retail Design electives list.