What are the design elements of department store decoration?

In recent years, with China's entry into the WTO, more and more foreign retail businesses have entered the China market, while domestic retail enterprises are also desperately expanding. The emergence of new formats such as hypermarkets, supermarkets and building materials and home stores is a great challenge to the traditional department store industry, which also intensifies the competition in the retail industry. Therefore, how to improve their own operating ability and attract their target customers has become the primary problem for department store operators.

In addition to changing stores and commodities twice a year, department stores have to be renovated every few years. In China, the decoration engineering of general department stores is designed and constructed by ordinary decoration companies. Because the general decoration companies are unfamiliar with the operation of shopping malls, many designs can not meet the actual operation needs of shopping malls, and many problems have appeared, which affect the use of operators. In countries with developed retail industry, there are many professional commercial design companies serving retail enterprises such as department stores and supermarkets, helping them to carry out targeted design and decoration according to their business needs.

1. The design of the moving line of the store

The most important thing in the decoration of the store is the design of the moving line of the store. Generally speaking, there should be no dead ends in the active line, so guests must be able to travel all the stores along the active line, so the "back" design is basically adopted. Secondly, the width of the moving line should be different according to different types of department stores. Goods operated by high-end department stores are of high value, and the passenger flow is not very large, for example, Meimei Department Store in Shanghai, Saite Shopping Center in Beijing and Hisense Shopping Center in Qingdao, etc. They require that the active line is relatively wide, mostly between 2.4 meters and 3 meters, and the secondary line is also about 2 meters to ensure the comfort of customers while shopping, and at the same time set off the value of goods; If it is a youth fashion store such as Parkson and Pacific Department Store, the width of the active line can be appropriately reduced, generally about 2.4 meters, and the secondary line is 1.8 meters, which makes the goods feel full, creates a warm store atmosphere, and increases customers' desire to buy; If it is a department store like Ito Yokado, the main line is generally 2.4 meters, and the secondary line can be reduced to about 1.5 meters, which fully reflects the abundant goods and cheap prices of the discount store.

2. the design of ceiling and floor

2.1 the ceiling and floor design in department stores are also inseparable from the goods they operate. Generally, the first floor of a department store deals in cosmetics, jewelry, watches, etc., so as long as the building allows, try to pick a higher height (generally, the height of the first floor is 5.5 meters, and the height of other floors is 5 meters, and the minimum height should not be less than 4.5 meters), which is convenient for designing and modeling smallpox. In department stores, there are generally 2-4 floors dealing in clothes, shoes, bags and other commodities. High-grade department stores on such floors usually adopt structural ceiling, while middle and low-grade department stores usually adopt mineral wool board ceiling or grille ceiling, which are determined by the commodities operated on each floor and the floor height. For floors dealing in sporting goods and household appliances, at present, the ceiling is usually not used in China, with air ducts and fire sprinklers exposed, and then gray, white or black paint is sprayed on the ceiling, so that the whole store looks dynamic and digital, which is very suitable for sporting goods and household appliances. In department stores in Europe and Japan, designers have taken this approach a step further, appropriately adding local ceiling shapes, and the materials for ceiling shapes are not simple gypsum materials, but have been expanded to metal, plastic, wood and canvas, etc., and different structures and materials are selected according to different commodities, which makes the store atmosphere more active and sets off the commodities. In recent years, the best designers in China Shipping have also used this kind of most advanced design and decoration means in the decoration design of domestic department stores, and achieved good results.

2.2 after smallpox, let's talk about the design of the ground. In fact, designers must also consider the design and materials of the ground when designing the ceiling structure. There should be a one-to-one correspondence between smallpox and the ground in the department store, at least the direction of smallpox and the ground must be the same. If smallpox and the ground are inconsistent, the store will be in chaos, so designers must attach great importance to it. Department stores choose different decorative materials on the ground. For example, high-grade department stores in China often use high-grade decorative materials such as marble, while middle and low-grade department stores will use vitrified bricks. In fact, the floor of department stores in Europe and Japan has begun to use a new generation of floor materials, such as floor glue, which not only reduces the cost, but also avoids the interference of the reflection of floor stones on the color of goods. At present, China only uses similar decorative materials in airport shops, and the response of operators and customers is still very satisfactory.

3. lighting design

3.1 basic illumination requirements of the store: the basic illumination of the first floor should reach 1-12lux, and the basic illumination of other floors should reach 9lux.

3.2 The light sources in the space inside the store are mainly divided into natural light and artificial lighting. In the past, the decoration of department stores basically rejected natural light sources, because natural light was difficult to control, and weather changes would lead to obvious changes in light intensity, so the windows of shopping malls were sealed and opaque. However, natural light also has many advantages and rich colors, and it truly reflects the original color of goods, which is impossible for artificial light. Recently, the design of department stores has also broken the tradition of not using natural light. For example, Lane Crawford Department Store in Hangzhou uses a large number of transparent windows to introduce natural light into the interior of the store, supplemented by artificial light, which gives people a refreshing feeling.

3.3 Selection of lamps: Generally, department stores use a large number of grille lamps and downlights for basic lighting, and the electricity consumption is generally around 12w/ m2; Umbrella lamps or more expensive tungsten halogen lamps will also be used on the floors of sporting goods; Recently, the latest department stores in Hong Kong have also seen the design method of using laser lights for basic lighting, and the effect is good. In practical work, several kinds of lamps are generally used in combination, such as downlight for basic lighting, laser lamp for supplementary lighting, grating lamp for basic lighting and downlight for auxiliary lighting, which requires designers to make a final choice by considering many factors such as business goods and project cost.

4. Cylindrical wall color design

Psychological research shows that color can affect people's mood. Color can stimulate human visual nerve more than black and white, thus attracting people's attention. The store design of department stores should use the combination of colors to create the best store atmosphere for customers. Therefore, designers should pay attention to three aspects:

The attribute of color refers to hue, lightness and purity of color.

hue is the name of color, which is used to distinguish colors; Purity refers to the intensity of color and the saturation of color. Different color attributes will also have an impact on customers' psychology. If strong colors will attract guests, lighter colors will make people feel quiet and comfortable; Children will like bright colors, while adults will like soft colors. Therefore, the floors of children's products are suitable for bright and lively colors. Colors are also divided into cold and warm. Warm colors give people a warm and comfortable feeling, while cool colors give people a cold, cool and calm feeling. For example, colors such as pink, light yellow and lime are more suitable for young people aged 14-22. Therefore, department stores with youthful fashion and passion should make extensive use of this kind of TINT. The more successful decoration of youth department stores in China is Huayu Shopping Center in Beijing, which is very consistent with the positioning of department stores and the choice of goods in the color treatment of wall and cylinder decoration, and adopts many beautiful warm colors, giving people a good feeling.

5. supplier's decoration standard design

in any department store, each supplier's own decoration and decoration are indispensable, and how to control the decoration of each brand is actually no simpler than the design of the public space. Therefore, as a department store, it is necessary to form a merchant-entering decoration approval group composed of the investment promotion department, the operation department, the planning department, the engineering department and the decoration design unit to control the decoration and decoration of suppliers from all aspects.

5.1 department stores must be clear about their main colors, and each floor should also have its own main colors. Suppliers' decoration must obey the color requirements of the shopping mall and cannot destroy the tone of the whole shopping mall.

5.2 The department store should provide the elevation dimensions of various containers to the suppliers, and the suppliers should carry out decoration design and construction according to the dimensions, so as not to affect the layout of the whole freight yard;

5.3 department stores must make clear the scope of use of walls and cylinders, which are available and which are not;

5.4 The decoration examination and approval team of the department store focuses on reviewing whether the electricity consumption of suppliers exceeds the standard;

5.5 department stores provide suppliers with detailed construction specifications, materials standards and acceptance standards.

The decoration of department stores is much more complicated in actual operation. The author has personally experienced the decoration of six large department stores, and the most important things to sum up are as follows: First, the decoration of shopping malls is different from that of hotels and office buildings, and everything should be centered on meeting business needs, bearing in mind that it is too gorgeous and usurps the host's role; Secondly, in the design process, the designer's understanding of business operation is more important than anything else, and it is difficult for designers who have not engaged in commercial design to make an ideal decoration plan; Third, designers and operators should fully communicate and try to adopt new decoration technologies and materials within the scope of cost permission, so as to avoid the embarrassing situation that they are already backward after completion; Fourth, the quality of construction should be strictly supervised, and the quality of the project should not be ignored for the sake of catching up with the construction period, otherwise even the best design will not be reflected; Fifth, in the design and construction of decoration, fire safety can never be ignored, and it is absolutely impossible to change fire facilities at will for the convenience of decoration and business, otherwise it will be regrettable once a fire breaks out.

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