CallisonRTKL announced today that it would offer Visual Merchandising services to retail clients worldwide. The global firm sees Visual Merchandising as a natural outgrowth of its current retail services which include architecture, store planning and design, brand strategy and environmental graphic design.
“Visual Merchandising is more important than ever in the retail environment,” said CallisonRTKL Vice President Ignaz Gorischek, who has 35 years in the industry and will lead the Visual Merchandising team. Prior to joining CallisonRTKL, Ignaz was Vice President of Store Design and Visual Merchandising at Neiman Marcus and responsible for some of the flagship’s most successful window displays.
Visual Merchandising offers an opportunity to refresh a store in lieu of a more costly remodel. Evaluating sight lines for scale and height helps to maximize visibility and encourage exploration. Repositioning fixtures creates new traffic patterns. Strategically placing visual presentations provides moments of discovery and surprise and drives a customer through the store.
Wall finishes, accent lighting, mannequins and visual elements such as dynamic fixtures, custom furniture and decorative pieces can be changed and updated quickly. Environmental graphics add color and visual texture to a space at a nominal cost and can communicate brand identity, trend statements or product information. The careful blending of any of these elements can transform the look and feel of a space, making a tired environment exciting and fresh.
CallisonRTKL’s new Visual Merchandising services will include window and interior visual presentations, seasonal and holiday displays, pop-up concepts both in-shop and standalone, temporary experiences and kiosk design, and a full array of art services including acquisition, curation, and installation.
Over the years, with the closure and consolidation of stores, the rise of e-commerce and the reliance on data and analytics, displays have become less exciting and more homogenous. To compete with online shopping, Ignaz believes that bricks and mortar must merchandise in a way that “excites, entertains and educates.” Store environments must provide a sensory experience that the consumer cannot get online.
“For more than 40 years we have provided architecture and interior design to the most successful retail brands in the world,” said Eric Lagerberg, CallisonRTKL Executive Vice President of Global Retail. “We are very pleased to formally offer our expertise in Visual Merchandising as well.”
“It’s time to bring back the magic of the retail experience,” adds Ignaz. We are at the beginning of an exciting new era in Visual Merchandising, and CallisonRTKL is at the forefront.”