Binding An Approach. The Role Of Design

By 2nd October 2017Retail Outlet
retail interior

The design process is the glue that binds an entire attitude.

In our new series of articles on, ‘how it works,’ let’s share with you how various functions within Resolution Interiors work and where the design function is more than leading to a finished product but stimulating a conversation, building relationships and encouraging transparency.

Our conversation brings together: Sammi Burden, Creative Director; Hannah Rock, Business Development Director; Alex Simpson, Account Manager and Pippa Saunders, Marketing Manager. Let’s share their experiences and the importance of design within Resolution Interiors.

If we state that the design faculty is core to the entire company operation, what does this actually mean?

Sammi explained, “Very simply, design represents the forefront of a continual conversation.”

“For instance, we recently received a brief to create a pop-up shop design for a well-known charity brand.  We needed to amplify the brand and campaign message, whilst also solving several practical considerations, in quite an intense time frame. Notably overnight installation & deconstruction across ten sites, with intended re-use for a 2-3 year campaign re-run, together with the more standard center restrictions and required retail operations. Working with the client, it became a collaboration, the design solution had its roots in keeping momentum with a dialogue where everyone understood. Practicality had to be a driving factor.”

Whilst a conversation is paramount, the one thing that everyone recognises is tangibility, particularly from a new business perspective. Hannah recognised this, “When design strikes a chord, it has the ability to open doors. Design shapes everything from technical, to implementation. From my perspective, if we understand how someone else ticks and can build a rapport, then design is embedded within the whole sales process.”

“Seamless design puts any company in a good position.”

 

The Role of Connection

If design is core to the business, how does it connect everything else?

Pippa highlighted an example, “When Resolution Interiors was working as the Principal Contractor, alongside another design agency, for a particular retailer. While commencing with works on site through the rip out phase, we identified many inconsistencies within the dimensions. To rectify this, we bought in our technical design expertise to ensure everything was correct. It comes back to design being the glue.”

“If you don’t have the knowledge, resources and technical expertise, then you cannot deliver to high expectations set.”

So, where do companies go wrong when it comes to the design element within the whole retail interior discipline?

Alex highlighted the importance of cohesion. “When an agency has done everything to perfection and it looks stunning, when it comes to implementation on site, sometimes it may not work. Not in terms of measurement and install but the interpretation from design to the physical environment, such as a white background with a white sign, or even taking into account where the light falls.”

“There cannot be a disconnect between design and delivery.”

Sammi continued the theme of unity. “When things are out of balance it can be due to miscommunication within the wider team. Perhaps what looked great on screen is not interpreted to a tangible space. Or sometimes elements of the story are lost through the re-telling particularly when there are multiple stakeholders. Technological advancements such as the quality of 3D modelling, rendering and virtual exploration of a design is helping to combat some of these challenges. We have found Revit to be a key tool within a collaborative and continuous design process.” 

 

Sitting At the Top Table

How has the design function changed internally over the past few years?

Whilst Resolution Interiors have built credibility as a delivery partner, design now sits closely within the whole scheme of things.

Pippa, who has been with the company for seven years, acknowledges this, “Sammi and the design team are central to the core service. For instance, investing in Revit benefits clients when it is used early in a new programme of activity. It helps make informed decisions and can save costs and time.”

Alex continued, “I have been part of the team for five years. When I started it was, ‘we can support with creative design,’ now it is an integral part of the business. We have evolved from a trusted delivery and project management resource, to one where design can take the lead.”

“You can’t be a highly regarded deliver partner if you don’t have a level of depth to your armory.”

 

The Future

So, where does the future lie?

If design is the glue to relationships, service, and value for money, as we all look to 2018, how does the design function start to lean in even more?

Sammi concludes, “We are all continually evolving and learning. We have a strategic heart at Resolution Interiors. Let’s be visible in how this is presented. From award recognition, to creating work that supports the vision of clients, the capability is here.”

“In order for the design team of any company to be successful, you have to be continually relevant and always participate.”

The design team at Resolution Interiors have a role to connect, inspire and build. When a conversation develops and grows momentum, the path leads back to the team who interpret the outlook of others.