Architecture and Design in the Modern Era

John Naranjo serves as a creative designer for commercial, hospitality, and retail projects in the U.S. and abroad. Practicing creative design for over three decades, he is focused on creating innovative concepts that offer a freshness of vision and aesthetics. Naranjo’s approach toward design emphasizes the integration of architecture, interior design, concept branding, and artistic direction.

In an interview with the editorial team at Business Management Review, Naranjo sheds light on some of the current challenges in implementing innovative ideas in the architecture and retail branding space and how organizations can overcome the hurdles to ensure success while adopting sustainable practices.                      

Could you talk to me about your experience in the construction industry?

I’m an architect by profession and specialize in retail branding, which is based on the experience of consumers in a retail store and how they purchase. We must understand their culture to realize how consumers are attracted to a brand. While working on projects in Korea and Mexico, I learned the importance of local culture and the role it plays in store design.

At the beginning of my career, the design was based more on the client's brief or a business plan, and we designed the store accordingly. Now, the industry is heading in a new direction. It is not just about a store's aesthetics but also about creating amazing experiences for shoppers.

This is because online purchase has gained immense popularity recently. Many customers find buying online convenient. However, people need to visit the store to connect with the brand, regardless of the ease of online shopping. Today, retailers are more focused on freeing up space for experiential elements rather than displaying piles of merchandise. We are now trying to understand how the product is made, processed, and sold before implementing design strategies.

What are some of your roles and responsibilities at CallisonRTKL?

My responsibility is to deploy the right team to support projects through all stages, from conceptual design to practical development. We have teams of highly skilled professionals that work on all aspects of a project, from designing the store to its architecture. We also build stores according to a brand’s design. For example, brands like Chanel have internal teams to design their stores. The plans are then distributed to architects for execution at different locations.

 

To plan and execute a project, we gather experts in the client’s location, whether they are in Miami, New York, or California. Forming a team with local experts gives us a better understanding of the local culture and allows us to execute the design of the store in the best possible way.

What are some of the changes you have witnessed in the retail space in the last two years?

Pop-ups or temporary shops have gained popularity and helped brands to become familiar with their consumers. This has also become a go-to marketing strategy to popularize new products.

Brands are now taking eco-friendly initiatives by manufacturing sustainable products because consumers are environmentally conscious. Aligning with this trend, many retail stores use eco-friendly materials. We are adopting sustainable practices like reusing lumber in construction, which plays an important role in preventing deforestation.

Where do you see the industry in the next couple of years?

AI is the future of interior design and architecture. It has the potential to revolutionize the industry, and we will be witnessing more advancement in the coming years. However, AI always needs human assistance and expertise as it generates design based on the designer’s input. It is important to ensure that the information we provide to these systems is not owned by anybody else.

These changes are more likely to be implemented in terms of internal design. The architecture of a building serves its purpose for a longer period, whereas its interiors are susceptible to change. For example, the interiors may be changed depending on the tastes of the person or business that rents the store. 

What would be your advice to budding professionals in the industry?

Look at the big picture. Make sure you focus on all aspects of the process, from design to construction. Leveraging technology is an essential aspect of enhancing customer experience as it connects the online and offline worlds. I have spent years mentoring the new generation, and it is important for them to understand a brand’s history as it brings authenticity.

The service component is another aspect of retail branding that supports the design to elevate the shopper’s experience. Retailers need to create experiences tailored to individual shoppers.

Many brands build iconic buildings to stand out in the marketplace. The same design is then applied to their stores across regions. However, the brand vocabulary is adjusted depending on the local culture. For example, stores in Korea and the U.S. provide a different experience to customers influenced by local factors. This also becomes a reason for customers to visit the brand in another country, despite having a store in their native location.