The key to designing for every demographic is the same. Relevance. Rustans a leading department store retailer in the Philippines asked the design team to reinvent the store experience for the Gen Z shopper in the U Zone.
Tidy and fun are among the features the design team was looking to achieve with powerful and active lifestyle images. Novel mannequin displays and LED walls that change color and set the mood and complement the mostly white space that doubles as an event space. The retail environment has well-defined spaces for clothing, beauty and cosmetics, accessories and try-on. The Fitting rooms doors are clad in lifesize black silhouettes.
Research identified the color white as energizing and representative of clean and modern spaces that appeal to this modern audience. Clearly organized merchandise with color blocking facilitate the shopping experience.