18 | www.retailenvironments.org RETAIL ENVIRONMENTS july.august.2014
portal. Then an email is immediately available to all the fabricators involved,” Kessel
says. “It’s more efficient. It’s not a static
PDF document. This is dynamic, is easily
updated, and can be viewed on a phone,
tablet, or computer.”
Build full-scale mockups (see page 31).
“Building mockups of portions of your
design or, ideally, the entire store environ-
ment, is invaluable in the development pro-
cess,” Shapleigh says. “It can be costly, but
the process provides great returns down-
stream during rollout.”
Go new school. FRCH has a software
kit of parts package that allows designs
to be implemented quickly and cost effectively. Software also scores big at other
firms. Miller Zell uses MZ REACH, a proprietary project management system that
gives clients visibility into all aspects of
Go old school. “Good, old-fashioned
footwork counts,” Lechleiter says. “We
send a team to survey a space that the client is taking and tell them whether the
space is right for the prototype from an
architectural, engineering, and mechanical systems standpoint. This often helps
in lease negotiations and long-term cost
management. Additionally, when surveying a specific location, we want to make
sure that the prototype fits without hurting the concept or, ultimately, the guest
As a designer who has managed many scalable retail projects, Gatti believes there is
no substitute for experience. While computer programs have sped up the process of
making design changes, they can’t replace
the human element. “There is no one tool
that automatically scales the project while
at the same time solving all the challenges
that can arise,” Gatti says.
“Repetition and familiarity with what
retail clients need is the key,” Gatti says.
“It’s understanding who they are, who their
customer is, and what they both want.”
DeGroff agrees. “It’s the value-added
wealth of knowledge that each individual
brings to the table,” he says.
Beth Feinstein-Bartl is a
freelance writer with many
years of journalism experi-
ence. She has covered issues
ranging from manufacturing
processes to design for A.R.E.
Using the best features from its award-winning AT&T flagship in Chicago, Callison designed a concept to fit AT&T stores from 2,500 to 4,000 sq. ft.,
including this Atlanta location.
“Allow enough time