Oct 16, 2024
This year’s International Retail Design Conference (IRDC), presented by VMSD magazine, brought together some of the brightest minds in the store design and visual merchandising communities for two full days of engaging dialogue and innovative ideas. Held in Kansas City, MO, the event centered on new best practices, emerging opportunities and fresh strategies for engaging shoppers, maximizing resources and rethinking the retail experience.
IRDC is widely recognized as the premier educational and networking event for our industry, and this year’s presentations highlighted the ongoing evolution of retail spaces and the importance of connecting with consumers in new and meaningful ways. Below, I’ve outlined a few key sessions that showcased the innovative approaches retailers are taking to redefine their brands and engage their communities.
Chicken N Pickle exemplifies the concept of an experiential environment. As a venue that combines family-friendly sports and games with great food, they are redefining what it means to create a destination for entertainment. More than just pickleball and chicken, their spaces focus on human interaction and community connection. During their session, Chicken N Pickle emphasized their five core values: authenticity, quality, community, connection and integrity. Their approach to blending nostalgia, competition and a welcoming environment truly sets them apart in the industry.
Foot Locker’s session delved into their ongoing mission to celebrate sneaker culture while enhancing the in-store experience. As part of their "Lace Up Plan," the brand is powering up the portfolio by creating spaces that highlight warmth, approachability and discovery. The design team discussed how the new store concept aims to unlock the inner sneakerhead in everyone. They highlighted the importance of a clear and intuitive space design that not only supports brand identity but also encourages inclusivity, loyalty and long-term customer engagement.
Sustainability in retail was a key focus in Google Retail's presentation, where they showcased their journey from corporate strategy to the storefront with their new location on Boston’s Newbury Street. The interactive panel discussed the challenges and achievements of aligning store development with sustainability goals. Key highlights included the store’s LEED Platinum certification, the use of an all-electric VRF system with heat pumps and a focus on material selection and product circularity. The session provided valuable insights into how companies can bridge the gap between ambitious sustainability objectives and practical store design execution.
Chick-fil-A's presentation highlighted the creative process behind designing a meaningful play area within just 64 square feet. Despite the small footprint, the brand delivered a vibrant, energy-burning space that fits multiple kids without relying on technology. The session outlined a rigorous approach to prototyping, testing and refining the design. They emphasized the value of hands-on research, stakeholder engagement and maintaining a clear focus on the end-user experience.
IRDC 2024 has once again proven to be an invaluable forum for exploring the future of retail design. The emphasis on sustainability, community engagement, and innovative in-store experiences highlights the direction the industry is headed. As we look ahead, it’s clear that the key to success will be in balancing the technical aspects of design with a deep understanding of consumer needs and desires.
I’m grateful to have been a part of this inspiring event and look forward to seeing how these ideas and strategies will shape the future of retail.
Lauren Chipman, a true multi-disciplinary designer and performing artist, brings a distinct sense of creative leadership to her position as Chief Executive Officer at Chipman Design Architecture. Prior to her work at Chipman, Lauren performed professionally as a string instrumentalist with a resume that includes recording for television, film, and top Billboard artists. Today, Lauren is proud to be part of the third generation to carry on her family’s legacy. Lauren’s unconventional background and innate sense of innovation allow her to bring a fresh perspective to the impact of hospitality, retail, and restaurant spaces. Despite helming a well-established firm that supports national clients like Chick-fil-A, Jeni’s Splendid Ice Creams, Ulta Beauty, Marriott, Peet’s Coffee and CVS, Lauren’s entrepreneurial vision often goes beyond traditional industry approaches. From pioneering integration of new technology in the conceptual design process to almost exclusively recruiting multi-hyphenate talent, Lauren directs the company with the future in mind. A holistic leader, Lauren leverages her own experience as an industry outsider to cultivate a unique, forward-thinking environment composed of a team with diverse backgrounds. She pushes the firm to not only solve present design challenges, but also develop foresight into cultural and behavioral changes. This high level of adaptable strategy allows the firm to keep clients ahead of the curve, and nimble in response to industry shifts. Lauren has spoken at numerous conferences, including Globalshop, Google Zeitgeist, design:retail Forum, MUFES, MUFSO and Bitac Luxury. A Professional Affiliate of the AIA, Lauren also holds memberships in such industry organizations as NOMA and RDI and was recently recognized with vmsd’s “40 under40 award.”
Chipman Design Architecture (WBE) is a people-first, family-owned senior living, retail, and hospitality, architecture firm composed of innovators, architects, and interior designers who love collaborating, breaking boundaries, and creating spaces for tomorrow. For over forty-five years, the firm has separated themselves with a focus on the future in regard to organizational structure, customer experience and fostering community. With corporate headquarters in Chicago, and five additional national offices, Chipman Design provides interior design, experiential design, and architectural expertise throughout North America. Today, the firm’s Principal team, led by third generation family member, and CEO, Lauren Chipman, offers innovation and professionalism through complete architectural and interior design services. Through membership in the U.S. Green Building Council, the firm’s commitment to sustainability and lowering energy consumption continues to reinforce recognition of the critical role of architects in today’s world.
