here's a look at something you haven't seen much of on my design blog: the design concepts i create for NON-retail spaces.
i've shared a few trade show booth shots before, including the display setups i've created for wholesale gift shows in the USA. i've also shared the redesign i undertook with my daughter in her 'Heeling Sole' barefoot massage studio in Texas several years ago. (i'll link all of those posts at the end of this one)
when you combine those two things, you see Deb designing a trade show booth concept for her daughter to set up at the national convention of her industry...
i'd like to share the project with you with the goal of helping you prepare for any trade show, convention, even pop-up space that your business might have as you promote what you do.
continue reading for my narrative and Jeni's input on our process and how those goals were met...
Need me to help you find a solution to a challenge in your store, art studio, or show booth?
Just ask me!
Here's a 'crash course' on how to do that quickly and effectively...
Send me an email that looks a lot like this:
Hello, Debi,{greet me by name} I'm Shell, owner of The SeaShell Boutique in Alki- www. shesellsseashells. com. {tell me who you are} I found your blog through a search for retail designers.{tell me how you found me}
I need help with my retail store and am hoping you can assist me in finding solutions to a few problems. Specifically, I have floor plan 'issues':{state your case succinctly} Too many hidden spots, no clear direction of where to go, and a cashwrap that seems to be hard to find.{give me some details} I'd like to have you create a new floor plan that addresses those issues. {give me the final result you want from me}
So, I need to know if you are accepting new clients now, what your availability & fees are, if you can get this done in the time frame I have, and how the process works for you.{ask me what you want to know}
I have a limited budget for this (don't we all?!) which means I have just a few hundred bucks to spare - and I'd prefer not spending it all! My time frame for design & installation of the plan is two months, because I need to make changes before summer tourist season hits. {be open about your situation}
But really, I want to know from you how to best utilize your services. How much can I do to prepare so that your time is maximized for my benefit?{ask me SMART questions} Can you email me back this week (shellers@shesellsseashells .com) with the specifics of this?{give me your contact info and tell me what/when/how you want it} Feel free to visit our web site at www. shesellsseashells .com{include store contact info} and take a look at our slideshow - it shows the entire space. If there are other materials I can send you (photos, links, etc.) to help you review or prepare, please let me know.{send preliminary materials so I can see what I would be dealing with}
Thank you, Debi - I look forward to hearing back from you and hope to be able to start working with you very soon! Shell The SeaShell Boutique Alki, Washington
What you'll get back from me in response is a prompt reply with the answers to all of your questions,
along with information about how my design process unfolds on a project. I will attach a letter of intent to hire for you to sign, an invoice for a deposit on the work to be done, and a list of materials (like a sketch of Shell's store floorplan with measurements, etc.) and any questions I might have. When you sign and return that letter of intent, pay the deposit, and send me the materials I have asked for, I am off and running on your project.
Which means that within ONE day, if my schedule allows, you can have me working on your challenges and finding creative, efficient solutions for you!
There is no Shell who sells sea shells in a boutique on Alki Point, Washington - to my knowledge, anyway. She's a fictional perfect 'inquiry' - an example of how to get to the heart of a matter fast. If the emails, phone messages, and comments sent to me came in that form, I'd be off and running on your business challenges before I even got back to you! A very efficient way for me to work. Maybe it's just me.... but quick, efficient, and honest communication is GOLD to me. While I LOVE to talk, and can write an email that rivals 'War and Peace' in length, I don't enjoy endless communication. Especially when it comes to business. I need info! I need it now! Give it to me straight, honest, and open so I know what you want, and you'll get back from me a quick answer stating what I can do for you and where we go from there. If you can be conscientious enough to respond to ME in a prompt and timely manner, you'll have a designer on your team in a flash. Not to mention that the longer you wait to sign up, the more your chances increase that my availability might change as others engage me to work for them.
When it comes to taking on new clients and projects, I am open about my availability - I won't accept a new project if I can't fit it into my schedule on your time frame, or if I think I'm just not the right person for it. If your budget seems really low, I'll ask you what the most important issues are so we can focus on that and cut my time involvement to the minimum. But I'll still try to help. Because that's my goal: to HELP you. Let's work together!
A little more of the Associates Marketing Group Seattle showroom makeover.... BEFORE:This is the back wall, what you see when you walk into the space. (A bit hard to see the fabulous products, isn't it?) My immediate response was to plan a setup that brought in the existing other fixtures that match the big hutch, and to move those rustic wood fixtures to the center of the wall to demand attention. The shelving would move outward, to the sides of the main display area. This pulls focus to the center and highlights the garden/outdoor products that would be featured in the center for the spring/summer season launch. BEFORE:Here's the big hutch: BEFORE:Here's one of the cabinets that match it - located in the front window. BEFORE:And here is the other cabinet that matches, holding kitchen ware in the other half of the showroom. (This is the wall where the Oenophilia wine products are in the last post on this makeover). A sketch of the new setup, with all three fixtures together and the shelving moved outward to allow the natural light into the space:
And when the fixtures are moved, and the product added, here is what it looks like:
Look at how the light hits the glassware! It was barely noticeable before on those dark shelves! Time for adding the final touches ran out - so the trellises and pots of bright colorful flowers are missing. I also suggested that she add a large sign with the AMG logo on it above the cabinet - since it is the first thing you see when you walk into the space, it is a perfect place to build her brand awareness. Simple things like that can really make an impact.
It's not necessary to spend a fortune on new fixtures to make your store, showrrom, or even home look fresh. Simplify, organize, group by color or purpose/use, and take advantage of the field of view to create impact.
(And of course, you can always call ME to come help you out!!!) ;o)
