The wake of the new millennium will be remembered inlarge part for the rising power of corporations： for themonumental scare of international： architectural projects： theboom of the global art market： and the acceptance of designas the common Language of consumerism and good tastein post-industrial societies. Facing increasingly educated：sophisticated and aware markets： brands are challenged topush their boundaries and integrate the vocabulary of designin all of their expressions： including retail.. The nomenclature"retail design" is graduaLLy being replaced by "experientialdesign：" a subtl.e switch in the practice that infuses the retailexperience with flavors of music： art： LifestyLe： iLLustration anddesign： reflecting a certain sense of involvement in cultureand entertainment.WhiLe lifestyle brands march into this promising retailterritory： designers and creative directors are encouragedto experiment in the way they approach their work bybroadening the array of their practices. I am personaLLy partof this generation of creatives who have been commisstonedto devel.op retail projects even though I was never trained asan architect or an interior designer. What I had instead was agrowing foLLowing of my studios work coupled with a desireto expand my playground into the various arenas of whathas now become experientiaL design： sound： smeLL： graphicdesign： iLtustration： industrial design： craft. I use myselfas an example because several： of the creatives featured inthis book share a similar background： fueled by a desire toexpress themselves through aLL media and expand the realmof their practice. This inter-discipLinary approach： a sort oftwenty-first century renaissance： if you will： is what brandsare Looking for today in order to maximize the impact of anyof their retail projects.
鄂公网安备 42010302001612号 