At the time of reforming a commercial space, we must pay great attention to the facade, which will constitute the letter of presentation of your products to the public and will generate the first impression of the brand image. Hence the importance of submitting project decisions from outside the premises to a careful analysis.
The exterior of the premises must be designed with the aim of showing a small preview of what is to be found inside the premises and generate an image linked to the brand that serves as the main element of attraction for the public.
The main interest of the merchant is to draw the attention of their potential customers to access their premises, and to achieve this the facade can be a good ally. In many occasions, the facade becomes a good way of exhibiting the products, trying to turn them into an aspiration and an object of the public’s desire. In contrast, in those businesses where you want to sell an image of luxury and exclusivity, a more reserved appearance is transmitted, through the presence of security guards at the entrance, access bell or even the requirement of a prior appointment to be attended.
The exterior will be shaped through the following elements:
The facade and surroundings of the building
The façade is the front of the store, and without realizing it, it has a great influence on the image and attracting customers. This will be the identifying element of your business through its composition, signs, shop windows and materials used in its design.
The facade of the premises varies depending on the location that, in those cases in which it is subject to the Regulations of Protection of Historical Heritage, is an important condition that can set guidelines when designing the external composition of the premises. In this way, depending on whether the store is located in a historical environment or not, we can differentiate two types of facades of commercial premises:
Facade in cataloged building
In this type of buildings, the design of a facade with a more traditional character is imposed, where the design of the facade openings is conditioned by the characteristics of the building in its original state. In this case, there are usually some rules that regulate the design and placement of the sign and the color or materials to be used in the facade.
In general, the design of the exterior of the premises in buildings without historical protection, are characterized by their transparency and their visual permeability from the public road, even presenting even glass enclosures in the entire facade gap.
Not only the building in which the location is located is important, but also influence other constraints of the public road such as trees or urban furniture of the environment. These elements can favor an environment that helps the public to escape and enjoy their shopping experience. Other influential elements are the adjoining premises, whose appearance has to be taken into account as it will influence the perception of the environment of your business.
In the event that you settle in a rented space, pay special attention to the conditions of conservation of the exterior and interior of the premises established in the contract, limiting the possibilities of design and adaptation of the same to your new business.
The sign is the identifying sign of the brand, whose design is determinant in the image that is wanted to transmit globally of the store. There are different possibilities of finishes: painted sign, backlit sign, lettering of loose letters, adhesive sign…
This can be complemented with identifying elements of the pennant type, which is supported by a metallic support perpendicular to the façade, so that it is easily recognizable to pedestrians on public roads.
To be effective, the sign must stand out, to capture the attention of the public and that can be differentiated and recognized from a distance the brand of the commercial premises.
The showcase consists of a glass cloth that separates the interior and exterior of the premises, after which it is usually available an exhibition space of the most representative sales items inside the premises.
In contemporary facades it is increasingly common to find a glass occupying the entire showcase surface, trying to visually eliminate the separation barrier between exterior and interior, favoring public access to the interior.
The showcase is designed with two objectives:
- Identify the brand and the products that offer.
- Offer a way of life linked to the articles and the brand that encourages the consumer’s desire to consume.
The way of exhibiting the products must be consistent with their characteristics, requiring large items of larger windows, while small items require a smaller showcase, exposing the height of the view in a way that is comfortable for the public view and inspect the product.
In most cases, the showcase is usually displayed on a platform that raises the exposure of the product from ground level, enhancing the product and placing it at a suitable level for a better perception of it.
The entrance doors must be designed to be accessible and encourage the entrance of the public to the interior. For this, it is recommended that they have a minimum width of 1 meter. These can be collapsible (towards the interior, so that traffic is not hindered on public roads) or sliding (offering a freer space, without affecting the interior).
Sometimes, access to the premises is characterized by the absence of an entrance door, eliminating the physical barrier between the interior and exterior of the premises, facilitating the flow of circulation of the public. In this case, an air curtain guarantees the comfort of the interior environment with respect to the outside temperature.
The location of the entrance is important, since it will mark the starting point of the itinerary that the public makes inside the premises. Therefore, it is a factor to take into account when making the interior distribution, so that the whole premises work properly. Sometimes, the location of the same is marked by the characteristics of the facade of the pre-existing building, being a conditioner that will be essential in the configuration of the rest of the premises.
The different alternatives of exterior design will depend on the characteristics of the location of the premises, but they must always be focused on promoting differentiation with respect to the competition and generating an image that encourages the consumption of the sales product, favoring the development of your business.