With some retailers scaling back expansion projects, getting specified is critical for retail
environments suppliers. Just as critical for retail designers is specifying the most appropriate materials, finishes, and products, and identifying the most
appropriate vendors for each project.
“Materials can make or break a project. They affect every aspect of a project, from brand image to fixture functionality,” says Stephanie Bourdon, color and materials design manager of Southfield, Mich.–based design firm JGA.
In order to continually create fresh looks reflecting desired aesthetics and take advantage of available fabrication methods, design firms maintain resource libraries of the latest and greatest materials and products on the market. At some firms, materials are sourced by designers, project
managers, or project teams, but many firms also employ librarians, also known as materials specialists or resource directors.
Librarians have many responsibilities. They research and source materials and products, meeting with supplier reps as needed; organize and maintain the resource library; educate designers about materials trends and new products; and specify or recommend materials, products, and finishes for specific projects.
Their role is crucial, with project teams depending on their product knowledge and trends expertise. At Montreal–based GHA design studios, material selection for a project begins with a discussion between resource center staff and the design team. “We chat about colors, finishes, the feeling they’d like to achieve, and other elements,” says France Delorme, director of resources. “We support the design team by proposing products. Then we follow up with the reps asking for any additional samples needed or specific mockups, such as a material with a certain paint or finish.”
Getting on the Shelves
Most design firms source materials and products both for specific projects and just to expand/update their libraries. They find out about new materials through a variety of sources, including the web, suppliers, magazines and catalogs, trade shows, and associations. However, mailing product
samples and/or information to a design firm will not guarantee its placement in the resource library. At many firms, the resource staff acts as gatekeeper.
Bourdon suggests that suppliers use a two–step process to ensure good representation in designers’ libraries: present their products at a trade show, and then follow up with a presentation at designers’ offices.
At trade shows, displaying a large amount of a material rather than just small samples provides perspective that can catch attendees’ attention, Bourdon adds. Designers also appreciate trade show “teasers” of products not yet available.
Follow–up presentations are generally allowed by appointment only, but most resource staffs are happy to make them if the product fits their design specialties. “We really appreciate product presentations,” says Delorme. She is quick to point out that presentations need not be limited to raw materials. “We are always open to learning about store fixturing, lighting, and every other element in a retail environment.”
Combining the presentation with food for a “lunch and learn” or “breakfast and learn” attracts designers within the firm to show up for presentations. Product knowledge is essential for the presenter; designers will expect answers to basic technical
questions such as suitable applications for the product, fabrication capabilities, and installation methods. Also essential are leave–behind items. Ideally, design firms want a package of items regarding each product for their libraries: a smple binder or presentation board, literature, loose
samples, and pictures and/or information about product installations.
“CDs will not work. We don’t notice a CD sitting on a shelf. If it’s out of sight, it’s out of mind, and it doesn’t address our need to touch, something tactile,” Bourdon says.
A presentation board is great for the library, but loose samples will likely be needed at some point, she adds. “Clients also like to touch things, so if a supplier
doesn’t provide loose samples during a presentation, it’s helpful if they have the ability to overnight samples to us upon request.”
Portraying the product in use completes the package. “It’s hard to envision what a material will look like in a small piece, so we like to bring installation photos to our client meetings,” Bourdon explains. “If a product hasn’t been used in a store yet, 3D renderings can be useful.”
Delorme agrees, adding that a list of places where the product has been installed is a big plus. “For carpeting or flooring,
for instance, clients sometimes ask where they can see it. If we can give them a list of places, they’ll visit at least one to get an idea of how the product performs,” she says.
Updating the Library
Materials resource libraries typically are purged two or more times a year when the office is less busy, when interns are available to help, or when an influx of new resources requires additional space.
“Materials date themselves,” says Bourdon. “Since we’re involved in all the projects, we know what clients are using. When resources
haven’t been used, we don’t want them taking up space. And with reps calling on us so often, we typically know what’s out there. We
prefer using ‘what’s next’ in materials rather than ‘what was’ to keep our designs fresh.”
Delorme concurs, saying material trends are instrumental in decisions about what to keep. “If something has become passé, we want to get rid of it. Availability also is important; if something has become difficult to obtain, we don’t want to spec it. And our service experience is a factor; if we’ve had a bad experience with the vendor, we won’t want to keep their information.”
Librarians often ask the vendor for updated information before discarding something, but it’s in a supplier’s best interest to be proactive about providing updated information. Items are dated when catalogued, so chances are, if the design firm received information on a product more than two years ago, it is no longer a part of the library.
Jo Rossman is Retail Environments’ senior editor. |
Don’t Forget to Tell
Designers If It’s Green
Many retail design firms are looking to expand their resource inventories of sustainable materials and products. If a product has characteristics such as relevant certifications, renewability, recyclability, and recycled content, librarians want to identify it as green for future reference. In addition to green elements, designers need easy access to the following types of information about a material or product:
• Suitable applications
• Cost
• Availability and lead time
• Dimensions and weight
• Properties such as scratch resistance,fire retardance, stain resistance, and weight–holding strength
• Durability and maintenance
• Manufacturing origin
• Fabrication capabilities and any special tooling required
• Custom color, finish, and texture
options
•Guarantees/warrantees |
