Consumers are changing their shopping behavior and shopping partners, and now brands are taking notice. Traditionally, retail spaces have been associated with social interaction and shared experiences, serving as bustling gathering places for family outings and social gatherings with friends. However, the rise of digital technology (where a customer can easily and quickly purchase something on their own) coupled with the impact of the COVID-19 pandemic has changed consumer expectations and needs, creating a huge demand for environments that offer the comfort of a solitary shopping experience.
Accepting loneliness in retail design
What makes people shop in stores today? Shopping alone might be the answer. Many retailers are taking design inspiration from the benefits of being alone, such as reduced stress and increased creativity. “Alonement” is a term that describes the positive, fulfilling experiences one can have alone. It emphasizes the joy and rejuvenation one feels when having time to oneself. Unlike loneliness, which is often viewed as negative, “alonement” celebrates being alone as a choice that encourages personal growth and reflection.
As brands become more aware of these benefits, the need for retailers to facilitate these experiences is growing. By creating a shopping-independent atmosphere, customers can browse and relax without the pressure of social interactions or the sensory overload of crowded spaces.
Retailers are responding by redesigning their spaces to prioritize personal comfort. This innovative approach not only increases customer satisfaction, but also redefines the shopping experience. By thoughtfully incorporating design elements that encourage self-time, retailers can help eliminate distractions or stressors and allow customers to fully immerse themselves in the brand experience.
Combining the joy of being alone with retail design
Designing for individuals is not just a trend, but a valuable strategy that can foster closer connections between retailers and their customers. As shopping becomes more of an individual event, it is imperative to rethink traditional retail spaces. Today, it is no longer about planning spaces for large shopping groups; designers and retailers must adapt to individuals who have their phone in their hands and need space efficiency in this new shopping model.
First, store layouts must comply with new guidelines, ensuring that the spacing between store furniture, checkout areas and fitting rooms are more compact and optimized for individual shoppers. Designing environments that cater to individual customers rather than groups requires careful consideration of store organization and use, as can be seen in the Uniqlo store on Fifth Avenue in New York City.
Additionally, creating a space dedicated to personal reflection and comfort while shopping can help customers feel more comfortable and create a deeper, more meaningful interaction with the brand. This can include quiet zones with comfortable seating, customizable areas where customers can adjust lighting and ambience to create a sanctuary-like shopping atmosphere, or sensory-pleasing elements such as soft lighting, calming color palettes, and sound-absorbing materials to reduce overstimulation.
Appealing to the senses: A journey through solitude
Alternatively, soothing background music, pleasant scents and tactile materials can create a multi-sensory atmosphere that anchors the customer in the present moment and enables a more intense shopping experience.
Interactive displays such as touchscreen kiosks, virtual reality stations and hands-on product demonstrations encourage solo shopper engagement. These features help customers explore products at their own pace and give them a sense of control and autonomy, which are key components of a satisfying solo experience.
For example, a clothing retailer might offer virtual reality fitting rooms where customers can “try on” outfits without having to physically change. A technology store might also use touchscreen kiosks where customers can learn about and adjust products before purchasing.
Finally, the balanced integration of nature can create a calm atmosphere in retail spaces. Organic elements such as indoor plants, water features and natural light can significantly increase the feeling of calm and well-being.
Connect with brands and move to solo shopping
Brands that focus on individual needs and preferences can build stronger customer relationships and encourage loyalty. One brand that is pushing the solo shopping experience is shoe manufacturer Birkenstock – a retailer that TPG Architecture has worked with to design stores across the country.
Because buying shoes is a very personal affair, Birkenstock aims to create retail spaces that resonate with individual customers and are supported by a meaningful representation of the brand. For example, each Birkenstock location is designed to reflect the unique personality of its location, seamlessly integrating the environment and customer perspective into the shopping process. The stores’ homely atmosphere offers moments of relaxed, curated interaction that encourage solitude, paired with authentic elements that reference the natural composition of the products.
Birkenstock’s personal approach is reflected in the design of its stores in SoHo (New York City) and Venice Beach, California. The carefully restored historic façade of the SoHo location reflects the history of the landmarked building, which dates back to 1825, and the architectural structure of the neighborhood. The interior design includes organic materials and playful reinterpretations of Birkenstock’s iconic shoe soles – contributing to a unique, intense shopping atmosphere.
In contrast, the Venice Beach store, designed by Sarah Whalen of TPG Architecture, reflects a “California-cool” aesthetic. The use of weathered wood panels and exposed beams recall the neighborhood’s century-old bungalows, while the outdoor patio and artistic elements reflect the area’s art and beach culture. The mix of core materials like cork and leather with these local accents creates a familiar yet enticing retail environment for individual shoppers.
These two spaces are examples of a single brand approach focused on solitude, meeting consumers’ new needs and expectations and engaging with them differently. By embracing this shift in preferences and adapting their retail environments accordingly, brands can provide their customers with more enriching moments that promote mental wellbeing – and ultimately build loyalty by championing supportive spaces that go beyond the transactional.
Alejandro Gala, Creative Director at TPG Architecturebrings nearly 20 years of experience in retail, hotel, commercial and residential construction. With his diverse background in architecture and civil engineering, Gala excels at translating clients’ visions into exceptional designs. His extensive travels to over 65 countries enrich his work with cultural influences that are reflected in his visual communication skills. Prior to joining TPG, Gala worked as an Associate at Vocon and held positions at companies in Spain, Belgium, the Netherlands and China. He holds a Master of Architecture from the European University of Madrid and a Bachelor of Architecture from the University of Extremadura in Spain.
