Retail habits have been challenged over the past two years, and with that has come to a change in consumer spending and habits. A great product can stand on its own, but the sales process can go quicker and lead to repeat spending if the environment that it is sold can help contribute to its fiscal success.

But what does that mean exactly? It means that an interior plays a huge importance in customer’s buying journey psychologically and sensorially. Telling a story that a customer can experience within a retail environment is an important way to bring context to a brand and communicate its ethos most engagingly.

Walls and ceilings are the perfect elements to act as a framework for creating a narrative-driven design. They are imaginative, and functional and can be as unique as the design warrants. The Team at Vtec share 5 ways to tell a story in retail design with their creative wall and ceiling systems.

1. CREATE FEELINGS
When we think of a memory, most often there is a strong feeling that is attributed to it. Capitalising on creating positive and welcoming emotions generates optimistic behavioural habits. This drives factors like motivation, and opportunities to act on something. With the retail environment constantly being reassessed and having to adapt to external situations, creating the right emotion that is pleasing, happy and joyful contributes to attracting and retaining customers.

Stirring up emotions through walls and ceilings is easier now than ever. Vtec’s Textured Wall Panel System is a curated group of wonderfully tactile wall panels in rich colours of neutral, soothing and bold tones that transform walls and ceilings quickly. They are a favoured choice by designers looking to transform walls, curves and arches with a seamless and unique look. Available in Brick, Stone, Concrete and Timber effects they can help influence the power of an interior by creating a deep framework from which a story can begin to be told.

2. AUDITORY STORYTELLING
Bringing customers together as they journey through an environment is also a unique part of the experience. But when it comes to large groups of people in one space, if the natural sound becomes messy and distorted, it can negatively affect the story being driven. A multi-sensory approach is critical in retail spaces for occupants to feel truly immersive in an environment.

Highlighting certain areas through sound control methods adds drama and excitement to the narrative with intrigue. Draw attention to highlighting part of the journey with Vtec’s Supacoustic perforated timber acoustic panels. These suspended ceiling tiles are design flexible in a wide range of perforation designs and finishes with high-quality natural timber veneers. It allows designers the opportunity to create a high-performing atmosphere visually and auditorily.

3. SHARING YOUR CAUSE
Consumers are much more in tune and aware of a product’s life cycle. With this comes questions like, where did the product come from, and where is the product going? Knowing your customer’s interests and concerns is beneficial to tell the story authentically. Share your sustainable goals, through visual methods and greener architectural solutions that can help contribute to a decrease in an interior’s carbon footprint.

Vtec has created EchoTone as a response to more sustainable and circular architectural construction materials. Made of up to 60% recyclable materials, and also 100% recyclable, EchoTone is a lightweight acoustic absorber with a wide colour spectrum of 26 different and exciting hues that enables huge creative potential. Create a visual spectacle with creative walls, ceilings, rafts and screens in unlimited and bespoke shapes and sizes. The story can be shared with the customer through the lens of colour, acoustics and sustainable materials.

4. COLOUR THEIR WORLD
We know the visceral emotion that colour can contribute to an interior. Colour is psychological and plays a significant role in generating and influencing a response in a retail environment. Whether the occupant is an explorer, locator or a dreamer using colour on walls and ceilings can help them to navigate to the right product and convert that to action.

Vtec’s Slats Beams and Acoustics range contain thousands of finishing options, inclusive of RAL colours OR BS colours for more on-brand precision. Explore finishes like RAL Squirrel Grey or
Anthracite Blue for subtle sophistication on Vtec’s SupaSlat slatted timber walls. This enriches the design atmospherically.

5. THE WOW FACTOR
The most memorable stories told in retail settings are ones where there is a bold and dynamic visual presentation. Large, magnified displays, colourful lighting and floating ceilings are popular methods to exploit this. A ceiling is no longer a prosaic grid, but instead lifts the viewer’s eye, turning that into action.

Vtec’s MaxiBeam lightweight beam system is perfect for achieving unique and bespoke shapes, angled ends and lighting integration in ceiling design. These beautifully finished beams can be used on curves, and are limitless in their range of finishes. You can be unique and dynamic with MaxiBeam’s lightweight and acoustic absorption. The importance of storytelling in the retail environment is to promote a joyful experience and to generate ongoing memories that can encourage footfall and generate activity. Vtec understands the complexities of walls and ceilings in the retail environment. Their technical team coordinates with M&E teams to ensure perfect integration of all services using 3D Modelling.

Dedicated project managers walk each step of the journey with clients providing ongoing support and feedback. Vtec helps support designers and architects in their creation of beautiful interiors that leave stories and memories that matter. Start your journey with them today.