Consumers are changing how they shop and who they shop with, and now brands are taking notice. Traditionally, retail spaces have been associated with social interaction and shared experiences, serving as bustling hubs for family outings and social gatherings among friends. However, the rise of digital technology (where a customer can purchase something easily and quickly on their own), coupled with the impact of the COVID-19 pandemic, has shifted consumer expectations and needs, sparking a great demand for environments that offer the comforts of solitary shopping experiences.
Embracing Alonement in Retail Design
What makes people shop in stores today? Shopping alone may be the answer. Many retailers are looking to the benefits of alonement, such as reduced stress and enhanced creativity, to inspire their designs. Alonement, a term coined to describe the positive, fulfilling experiences one can have while being alone, emphasizes the joy and rejuvenation found in having time for yourself. Unlike loneliness, which is often seen as negative, alonement celebrates solitude as a choice that fosters personal growth and reflection.
As brands become more aware of these benefits, the increasing need for the retail industry to facilitate these experiences grows. By embracing an alonement shopping atmosphere, customers can browse and unwind without the pressure of social interactions or the sensory overload of crowded spaces.
Retailers are responding by reconfiguring their spaces to prioritize personal comfort. This innovative approach not only boosts customer satisfaction but redefines the retail experience. By thoughtfully incorporating design elements that support alone time, retailers can help eliminate distractions or stressors and allow customers to fully immerse themselves in the brand experience.
Marrying the Joy of Being Alone with Retail Design
Designing for alonement is not just a trend, but a valuable strategy that can foster deeper connections between retailers and their customers. As shopping becomes more of an individualized happening, rethinking traditional retail spaces is vital. Today, it’s not about space planning for large groups to shop; designers and retail operators must cater to individuals who have their phones in hand and need space efficiency in this new shopping model.
To begin, the layout of the store must adhere to a new set of guidelines, ensuring that the spaces between fixtures, the area in front of the point of sale and the changing rooms are more compact and optimized for solo shoppers. Designing environments that cater to individual customers instead of groups involves carefully considering the organization and utilization of the store, as seen in the Uniqlo store on Fifth Avenue in NYC.
Moreover, developing a space made for personal reflection and comfort while shopping can make customers feel more at ease, fostering deeper, more meaningful interactions with the brand. This can include quiet zones with comfortable seating, customizable areas where shoppers can adjust lighting and ambiance to offer a retreat-like shopping atmosphere, or sensory-friendly elements like soft lighting, soothing color palettes and sound-absorbing materials to reduce overstimulation.
Engaging the Senses: A Journey Through Solitude
Alternatively, the addition of soothing background music, pleasant scents and tactile materials creates a multi-sensory setting that grounds customers in the present moment, making their shopping experience more immersive.
Interactive displays such as touchscreen kiosks, virtual reality stations and hands-on product demonstrations further the engagement of solo shoppers. These features help customers explore products at their own pace, providing a sense of control and autonomy, which are key components of satisfying alonement.
For example, a clothing retailer might offer virtual reality fitting rooms where customers can “try on” outfits without needing to physically change clothes. Similarly, a tech store could feature touchscreen kiosks that allow customers to learn about and customize products before making a purchase.
Finally, the balanced integration of nature can create a serene atmosphere in retail interiors. Organic elements such as indoor plants, water features and natural light can significantly enhance the sense of calm and well-being.
Connecting with Brands and Shifting to Solo Shopping
Brands that focus on individual needs and preferences can build stronger customer relationships and foster loyalty. One brand driving forward the alonement shopping journey is footwear company Birkenstock — a retailer that TPG Architecture has worked with to design stores nationwide.
Given that shopping for shoes is inherently personal, Birkenstock’s goal is to create retail spaces that resonate with individual customers, supported by a meaningful expression of the brand. For instance, each Birkenstock location is tailored to reflect the unique personality of its locale, seamlessly integrating its surroundings and the perspective of customers into the shopping process. The residential-like feel of its stores offer moments for relaxed, curated interaction that support alonement, coupled with authentic elements that tie back to the natural makeup of their products.
Birkenstock’s personalized approach is evident in the design of both its SoHo (New York City) and Venice Beach, Calif. stores. The SoHo location’s thoughtfully restored historic façade reflects the history of its circa 1825 landmarked building and the architectural fabric of the neighborhood. The interior design incorporates organic materials and playful reinterpretations of Birkenstock’s iconic shoe outsoles — contributing to a unique, immersive 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 echoes the century-old bungalows of the neighborhood, while the al fresco patio and artistic features speak to the area’s artistic and beach culture. The blend of core materials like cork and leather with these local accents creates a familiar yet enticing retail setting for solo shoppers.
These two spaces provide examples of just one brand’s approach to designing for alonement, fulfilling the new needs and expectations of consumers and engaging them differently. By embracing this shift in preferences and adapting their retail environments in response, brands can offer more enriching moments that support the mental well-being of their customers — ultimately strengthening their loyalty by advocating for supportive spaces that go beyond transactional.
Alejandro Gala, Creative Director at TPG Architecture, brings nearly 20 years of experience in retail, hotel, commercial and residential design. With a versatile background in architecture and building engineering, Gala excels in translating clients’ visions into exceptional designs. His extensive travels to over 65 countries enrich his work with cultural influences, showcased through his visual communication skills. Before joining TPG, Gala worked as an Associate at Vocon and held positions at firms across Spain, Belgium, the Netherlands and China. He holds a Master of Architecture degree from the European University of Madrid and a Bachelor of Architecture degree from the University of Extremadura in Spain.