BY MARIA MC CABE

A M a s t e r ’ s i n

D E S I G NCommunications

TITLE:

GENDER

INCLUSIVE

RETAIL

DESIGN

WHY THIS PROJECT?Being a designer, I aim to provide new and engaging creative

solutions to existing problems within society. I chose the topic

of ‘Gender Inclusive Retail Design’ as I know there is a niche in

the market for more stimulating retail environments for all us

spenders, but more particularly, for men. It’s a known fact that

men hate shopping and I feel that retailers are loosing out on much

business because of this. The emerging threat of online shopping

is challenging retailers and attracting many male ‘shopping

haters.’ Most men only shop when they have to, unlike women.

Why is this? I have conducted suffiicient research to prove that a

more visually stimulating and interactive environment can keep

a man’s brain active for longer. A successful retail design solution

incorporating all my proven research could lead to an increase

in male shoppers and hence more income for retail outlets.

I believe my topic is a valid project as it; solves a problem,

creates happiness, is new, follows a plan and is of personal

interest to myself.

RESEARCH:I carried out an abundance of research on the whole topic of

consumer culture. However the answer to the question as to why

men don’t like shopping as much as women is quite simple. It’s a

gender problem. Men and women act differently because we are

different. The male and female brains are both very individual

and behave in seperate ways. A male’s brain requires more visual

stimulation to stay active, whilst a women’s brain reacts better

to touching and communicating.

‘ Men tend to process better in the left hemisphere of the

brain while women tend to process equally well between

the two hemispheres. The difference explains why men are

generally stronger with left brain activities and apporaoch

problem solving from a task oriented perspective while women

typically solve problems creatively and are more aware of

feelings while communicating.’ (Hensley, 2009)

This perfectly explains how us females love browsing through

shops and why men don’t. It’s basically science. I can’t change

the way a male’s brain works.... but I can change the shopping

experience to make it more gender friendly, appealing and

accomodating to both sexes. Please refer to www.mariamccabe.

wordpress.com to view the questionnaire results and other

research in detail.

INFLUENCES:POMPEI ADPompei AD is a multi-disciplinary design company based in

New York. Its founder Ron Pompei uses his own innovative C3

approach to dissect and re-design a retail environment. C3

stands for Commerce, Culture and Community. Commerce and

culture represent the home and work. When commerce and

culture interplay, a community is created where people meet to

socialize, spend money, relax and learn. Pompei AD has worked

on succesful outlet designs for brands such as Urban-Outfitters,

MTV and Anthropologie.

BANKSYBanksy’s ‘out-there’ avant-garde approach to graffiti has become

known worldwide. He challenged people’s mindsets with his

social and political messages. Although he is a graffiti artist and

not 100% relevant to my area of study, I still admire his work and

style of communication.

“I’m always trying to move on. You’re not supposed to get

dumber as you get older. You’re not supposed to just do the

same old thing. You’re supposed to find a new way through

and carry on.” (Banksy, 2006)

THE COMMISSIONER:> New or existing retail outlets seeking to set themselves apart

in the commercial environment.

> Shopping centres.

> Department stores.

Any of the above could be valid candidates for my project. I

have chosen to aim my project at perhaps a new business, or an

existing busniess that sells unique and trendy products for both

males and females. I remember one answer I recieved from my

questionnaires. I had asked about retail design and its effect on

consumers. The female who answered the question agreed that the

design of a store does affect consumers, but she also emphasised

that it too depended on what the shop sold. I again learned from

my questionnaires that the most popular stores amongst 18 - 30

males and females were stores like Urban Outfitters and Topshop;

who both sell successful products and are slowly bridging the

gender gap with their store designs. A combined strength in the

products / services along with the design of the business outlet

is crucial in the overall success of the brand. I will therefore be

exploring new or existing innovative businesses to design for.

THE USER:

As my project will be a design solution for a public shopping area,

anyone can avail of it. However I want to target the 18 - 30

male/female market. I plan to be gender inclusive when it comes

to the design. However, most women already enjoy shopping so

the main challenge of my project is to create solutions that will

impress and attract the male shopper. I want the users to relate

and be informed by my retail design solutions. If I can correspond

successfully to the male user’s need then he will more likely

become a regular customer to the store.

It’s no massive surprise that gay men or metrosexuals relate

more to women when it comes to spending. With this changing

21st century world, comprising of variations of sexualities,

personalities and cultures, I plan to design a retail experience

that represents futurism and progression.

MEDIUM OF COMMUNICATION:I consider design for the retail environment as Experience Design.

We live out an experience obviously enough through our senses.

We see, we hear, we feel, we taste and we smell. I want to focus

on the idea of creating more stimulating design for these senses.

Theme parks invest millions in providing multi-sensory simulation

rides and extravaganzas. 3D movies are taking over the world

and the Nintendo WII has figured out how to get girls passionate

about gaming. I plan to explore and research design for all the 5

senses and develop the successful ideas.

> Visual Design: How can I make signage, print adds, anything

you see more... more visually intricate?

> Sound Design: Can music and sound have an emotional impact

on customers?

> Interactive Design: Could the experience be improved if you

interact with your surroundings?

> Design for smell / taste: We usually associate smell and

taste with the likes of perfumes, flowers or food. But are we

undermining the abilities of these senses?

I WILL USE: DIGITAL PHOTOGRAPHY GRAPHICS TYPOGRAPHY DIGITAL IMAGING 3D VIDEO ANAGLYPHIC EXPERIMENTATIONS CRAFT-MAKING INSTALLATIONS AND MAYBE MORE...

MARIA MC CABE MDES COMMUNICATIONS

2009 / 2010