Going into a shop, supermarket or pop-up store is to delve inside the beating heart of retail. Shopfitting is the design of retail space in line with the aesthetic of a company, brand or product. Just like any other visual element concerning brand image, it must maintain its aesthetic but also its values and pursue its commercial goals.
Shopfitting combines brand image with consumer experience, so many factors must be taken into account:
from presentation and organisation of the products and product families in POS displays, aisles, shelves, corporate furniture or any other kind of displays, to any other decorative element and commercial signage such as decals and environmental structures.
Creating a perfectly “branded” environment eases the purchase experience and encourages consumption.