Design Forecast 2016

Gensler Design Forecast 2016
Retail
Anticipating the customer
Great products (and experiences) blend
seamlessly into our daily lives. Even if it’s hard
to articulate why, our senses are deeply
attuned to—and can even feel anxious
about—anything that doesn’t “feel right.” This
will shape aesthetic, interactive, and product
design, as well as the retail settings where
they often converge. As the global market for
the Internet of Things is expected to reach
$1.7 trillion by 2020, according to research
firm IDC, connected devices—from
coffeemakers to thermostats—should
seamlessly converse and work together.
Consistency in online-to-offline experience
is critical as online-only brands establish
a physical presence. As digital and physical
merge, retail stores are rebranding as
community outposts. Digital touchpoints,
such as virtual or augmented reality, offer
different types of in-store experiences
that younger consumers crave.
Store environments will become increasingly
personalized to anticipate and respond
to customer expectations and individual
preferences, through smart merchandise
fixtures, predictive technology, and customer
concierges that offer consumers VIP
treatment. Technology will redefine the
fashion industry as smart clothing can track
the wearers’ biometric data and adapt to
their location or event.
Geolocation technology will have a major
effect on when and where unexpected
experiences take place. Delivery times will
become faster and more efficient. These
experiences will continue to evolve and get
smarter, catering to individual preferences.
Similarly, artificial intelligence (AI) helps
retailers understand customers and
anticipate their needs. Cognitive computing
takes this a step further, accelerating,
enhancing, and scaling human expertise.
right: El Palacio de Hierro Polanco flagship store,
Mexico City
below: Microsoft Fifth Avenue flagship store,
New York
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