Retail Design Expert | 20+ Years of Team Experience | Branding identity & packaging | Visual Merchandising & Showcase Guru | 3d visualisation
Let me start by saying just a few words about my background.
My name is Alexandra Nazarkina and I'm Art Director in NZR Company and I’m in charge of strategy and development at our Company. I’m an engineer, economist, trade marketer and have an MA in Visual and Cultural Studies.
My goal is to give you a full explanation why a retail designer should create a store building and why designer of houses and apartments shouldn’t do that.
So, I’ll begin by dive you in the background to the situation.
Have you received a design project but it is gathering dust on the shelf because the technology is not applicable in your field?
Or a budget to exceed your turnover for the year?
Did you redesign the store but there are still no customers?
Let’s kick off by discussing the situations.
First of all a retail designer and an interior designer for apartments have different areas of work and responsibilities. While both professionals deal with space design, their specialisations are different. A retail designer focuses on creating retail spaces that maximises sales and maintains brand identity, while an interior designer for apartments aims to create living spaces that meet the needs and preferences of the client.
Retail designers take into account the specific characteristics of the product range, the target audience, logistics flows, and optimise the placement of products, decor, and lighting. Also, in store design we need to develop visual concepts and brand elements such as logos, packaging, navigation and other POSM.
Since we are pushed for time, let’s move on to the results.
At the end of the project you will have the following documents:
Architectural and design documentation that can be precisely implemented for the project. It includes store zoning, overall planograms (indicating products by categories), showcases, storage areas, and more.
Visualizations and 3D models: These allow you to visualize the final appearance and atmosphere of the store. You will have a better understanding of how the interior and exterior of the store will look after the project is completed.
What sets us apart from regular interior designers!
Thermal map and Electrical plans: These include the placement of electrical points, outlets, lighting fixtures, switches, and electrical panels in the store. The thermal map will help reduce costs by selecting the ideal lighting for the entire store and highlighting priority sales areas.
Cost estimation and work specification: A document that describes the expected expenses for the design and construction of the store, including the cost of materials, labor, and services.
Design boards with examples of material samples: Compositions of images, fabrics, finishing materials, and other design elements combined into a unified concept. They will help you better visualise the overall visual concept of the store and make decisions about its final presentation.
Graphic materials for store decoration, facade, showcases, signage, and POSM. You will receive all the source materials ready for printing and implementation to size.
Consultations and advice: We will share the expertise of our specialists in the field of design, merchandising, and retail marketing regarding interior, decor, furniture selection.
I worked with brands such as INGLOT, OMRON, BALMAIN, GEELY, ANTA, Miele, etc.
Here is what my clients say:
Vladimir Lapa. Omron Company
"I rate the work as 9 out of 10 - it's the best rating I have ever given to anyone! I am completely satisfied with the results, especially the timelines. The NZR team handled their task excellently, with appropriate involvement and no delays. We hope for further collaboration and thank you for your professional work".
Director of Development at Star Beauty Service
"We consider ourselves innovators, and that is why we chose the concept of a store design in a modern style with elements of loft. The modern world is rapidly changing, and the concept developed by NZR aligns with this energy. Light, clean lines, harmony - the atmosphere sets the tone for a deeper perception of the world".
Here are some of my graphic design tools:
Adobe Creative Cloud is a collection of design software including Photoshop, Illustrator, InDesign, and more
3DsMax + VRay + Corona
Adobe After Effects
* 10 years in the retail design, trade marketing, and branding market.
* I has designed and implemented over 200 store projects.
* I'm adepts of visual merchandising. My displays are not just for decoration, but for driving sales!