With a $ 150.7 bn worldwide market worth in 2020, Interior Design industry alone has gone through an exponential increase over the past decade. The social media boom has normalized the use of interior design in both residential and commercial spaces..
Following this boom, the Design industry has seen a growing need for diversification and specialization to answer the ever-more specific demands from particulars and companies. From decorators to architects, the range of professionals within this industry keeps growing and complexifying. As a result, it becomes harder for Retailers to understand who is the right partner to hire.
Through this article, we aim at highlighting the different actors of the Design Industry to help Retailers make a more informed decision when choosing their Design Partner.
This article aims at defining, simplifying and summarizing the role of some of the professionals within the Retail Design industry. However, readers should keep in mind that professionals develop skills beyond their tittle thanks to experience across different projects and collaborations with inter-related disciplines.
Also, this article does not intend to suggest that one Design partner is better than any other. Each design project requires a specific set of skills that Retailers need to carefully define in order to choose their best value-for-money solution.
Retail Decorators
What do they do? Decorators usually focus on aesthetics & furnishing, and will specifically look into colors, furniture, and accessories. They do have a general knowledge of material specifications like durability & fire resistance to meet commercial space requirements and definitely have a strong sense of detail and “final touch”. In general, their work aims at styling rather than designing a space.
Who do they work with?
With the client, Decorators will usually work directly with the store’s team.
With external collaborators, Decorators will mainly work with Suppliers but won’t necessarily work with Contractors nor Architects and Structural Engineers.
What don’t they do ? Decorators wouldn't deal with the functional and structural design of the building nor being required to be as knowledgeable about building regulations
Educational Requirements: Being a Decorator does not require a specific Degree. However, based on the increasing demand for Decorators, there is a boom in online courses.
When should I hire a Decorator? Retail Decorators are of great help to freshen up the store’s look from one season to another. As major Interior Design renovations happen every 3 to 6 years, they do an amazing job at keeping the store trendy in-between larger Interior Design projects.
Visual Merchandisers
What do they do? Visual Merchandisers are largely known for their virtuosity in creating creative window vitrines amongst other promotion areas. They have one objective: using the retail space to attract customers and generate more sales by making a store stand out. They usually show a strong knowledge in marketing and customer psychology. They are often required to have a solid technical basis (color theory, lighting technology), visual culture and artistic flair.
Who do they work with?
With the client, Visual Merchandisers work with either the store’s team or the Brand itself in case of concessions.
With external collaborators, Visual Merchandisers work with Suppliers as well as Contractors, but wouldn’t work with Architects nor Structural Engineers.
What don’t they do ? Like decorators, they wouldn't deal with the structural design of the building, nor being required to be as knowledgeable about building regulations.
Educational Requirements: Whilst many Visual Merchandisers have degrees in the field of Art, the educational requirements for Visual Merchandiser are not very standardized . Many successful professionals in this field rely solely on their artistic sense and creativity.
When should I hire a Visual Merchandiser ? Visual Merchandisers are usually hired on a mission basis, either to promote specific products, fashion lines, new technologies, or special promotions by a brand.
Retail Interior Designers
What do they do? Interior Designers focus on the look and feel of the stores. Their objective is to build branded retail environments to create a visual identity and enhance the overall customer experience in-store.
Who do they work with?
From the client side, Interior Designers will work very closely with the Project’s team. Based on their experience and level of specialization they might be involved in meetings with Executives to participate in strategic Design decisions.
With external collaborators, Interior Designers work alongside architects, contractors, and other professionals.
What don’t they do ? Interior Designers generally do not handle technical and architectural aspects of the Interior Design.
Educational Requirements: Interior Design does not require to hold a Degree. However, based on the higher scope of responsibility they hold, it is highly recommended to hire professionals with either substantial background and experience, a degree in interior Design or a strong curriculum of online courses. Many countries have created National Institutes/Association of Interior Designers to list all the duly graduated professionals, and promote the professional standards of the industry.
When should I hire an Interior Designer? Interior Designers are as creative as versatile, and based on their experience they can easily show the same technical/structural aptitudes as Interior Architects. In general, Interior Designers are hired to work on both minor and major Design projects on existing sites, as long as the projects won’t require any significant structural change of the space.
(Read more : Why is it worth investing in Retail Interior Design ?)
Retail Interior Architects
What do they do? Retail Interior Architects, like Interior Designers, build branded retail environments to translate the essence of the Brand and create unique customer journeys. However, their focus goes beyond the look and feel of the stores, focusing not only on the beauty and creativity, but also on the structure and functionality of a space. Interior Architecture balances the art and science of designing an interior space while taking into account all elements of the build.
The Interior Architecture specialization was created to distinguish Designers trained to handle increased scopes and responsibilities, including technical and architectural aspects of the interior design.
Who do they work with?
From the client side, Interior Architects usually work with Brand's Executives (CEO, CMO, CBO) as well as with the internal team in charge of the project (project manager, store manager etc.)
Whilst Interior Designers work based on the input provided by Contractors and Architects, Interior Architects lead the design while working together with Contractors and Architects to find the best technical solutions.
What don’t they do ? Interior Architects are not to be confused with Architects! Their drawings, no matter how technical, are “design intention only” as they serve as a guide for Contractors. They will need to be approved by a contractor or Architect and by the right authority to comply with local laws and safety regulations.
Educational Requirements: Unlike Interior Design, Interior Architecture requires an official degree in Interior Architecture and Design. However, as they are not Architects, they are not usually required to get licensed.
When should I hire an Interior Architect? Interior Architects show the most versatility between creativity and technicality, allowing them to be hired as much for an existing site as for a new one. Interior Architects are often the best “skills for money” value, due to their versatility, they are strategic partners that can be consulted along almost all stages of the project.
Architects
What do they do? Architects design structures making sure of their physical appearance, functionality and safety. They research, program, plan, design, and administer building projects for clients, applying knowledge of architectural design, construction detailing, integrating engineering elements, construction procedures, zoning and building codes, assists in research and coordination of building materials, systems and products for project specifications. They coordinate architectural studies for major new structures and alterations to existing structures and site development while organizing and managing permit documents. In determining a design plan, architects must consider other items such as the site, environment, culture and history, which may be subject to local and federal regulations, building codes, and local planning and zoning laws.
Who do they work with?
From the client side, Architects work with the Executive team and the project team, as they are a key partner all along the project.
With external collaborators, they work in tandem with highly collaborative multidisciplinary design teams like Interior Architects and Interior Designers. As the project progresses, the architect will consult with contractors, engineers, and other key members. Architects are jacks of all trades and while they can carry the project from the very start to finish, it is less common for an Architect to be specialized in retail which requires a lot of subtle know-how intricacies.
What don’t they do ? The architect is not responsible to be intimately familiar with every nut and bolt of construction as the work is progressing. It is the role of contractors who are responsible to install the work correctly in the first place. Architects generally are not designing in much detail on the small scale of things, meaning the particularities of custom furniture pieces and in depth aesthetics are left for their other respective fields.
Educational Requirements: To be an architect it requires an official degree in Architecture together with specific certifications and licenses required depending on a country and state.
When should I hire an Interior Architect? If your project requires any significant structural change, whether it’s a fresh new site or an existing one, an Architect will certainly be required no matter what, as he/she will need to ensure the building follows all the necessary regulations and meets all structural requirements. Whilst Architects can be incredible artists and creatives, their prime focus on technical, functional and legal matters might incite clients to diversify its team of creative collaborators by adding Interior Architects or Interior Designers to its team.
⚠ Common misconception is that you always need an Architect for any new retail / commercial project. While that sometimes holds true, if the retail or commercial space does not require any large number of significant structural changes, an Architect might be a very expensive way to lead the design direction.
Summary
It is crucial to define the role of the different actors within the Retail Design industry. Not only to help Retailers understand what professional they might need for their specific projects but also to understand, value and appreciate the difference between competitive offers and fee proposals.
(Read more : The Full Guide to Retail Interior Design - Part 1)
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