Store design is more than just the pursuit of visual aesthetics. In order to realize a successful commercial facility, it is essential to design a comprehensive space that is both functional and aesthetically pleasing.
As INA&Associates has been involved in the development and operation of numerous commercial facilities, there is no doubt that good or bad store design can greatly affect the success or failure of a business. Appropriate store design attracts more customers, improves customer satisfaction, and ultimately leads directly to higher sales.
In this article, we will provide practical information based on the knowledge we have cultivated as real estate professionals, ranging from the basic concept of store design, compliance with laws and regulations, key points for each type of business, and cost effectiveness. We hope that this will be useful information for those who are considering opening a store or renewing an existing store.
The most important aspect of store design is to clarify "for whom, for what purpose, and what value is being offered. Based on this basic concept, we will explain specific design, layout, and interior design points in detail.
In order to realize a successful store design, it is important to keep the following five basic points in mind. These points are a practical framework that I have established through my many years of experience in the real estate industry.
The starting point for store design is to establish a clear concept. If the concept is not clear, the space will lack a sense of unity, and the message you want to convey to customers will not be conveyed.
The following elements should be considered when setting the concept
Clarification of business purpose
Clarify why you are starting the business and what value you want to provide to customers. For example, it is important to set specific objectives such as "to provide safe and secure foodstuffs to the local community" or "to provide a relaxing space for busy modern people.
Utilize the characteristics of the location
Consider why you chose the location and how you will utilize the characteristics of the location. Whether you want to take advantage of the convenience in front of the station or focus on the relaxed atmosphere of a residential area, it is necessary to ensure that the concept is consistent with the characteristics of the location.
Relevance of timing
A strategic decision must be made as to why open a new business at this time, taking into account the market environment and the competitive situation.
Background and strengths of the manager
Management's own background, expertise, personal connections, and other strengths can be reflected in the concept to differentiate the restaurant from others.
By organizing these elements and building them into a coherent story, a compelling concept is completed. This concept is also an important element in the business plan for obtaining financing.
Maintaining the right balance between aesthetics and functionality is extremely important in store design. Unlike residential design, there are many situations where functionality should be a priority in store design.
Reasons for Emphasizing Functionality
A store must be a space that can be used comfortably by management, staff, and customers. In particular, functionality directly related to day-to-day operational efficiency is the foundation for long-term business success.
Kitchen flow line in a restaurant
In a restaurant, the efficiency of the kitchen flow line is the most important functional element. Designing for the shortest possible distance from cooking to serving food can improve operational efficiency and reduce costs. In addition, design that takes into account the work habits and physical characteristics of managers and chefs can create a stress-free work environment.
Cash register area and storage optimization
In any industry, the design of the checkout area is an important factor that directly affects sales. The layout must reduce customer wait times and facilitate smooth checkout processes. In addition, proper storage planning helps keep the store neat and tidy and creates a professional impression.
Ease of Staff Work
Creating an environment that allows staff to work in a lively environment will help improve the quality of customer service. It is important to reduce staff fatigue and improve work efficiency through appropriate lighting, ventilation, and flow line design.
The design of the facade, which is the "face" of the store, is an important element that directly affects the store's ability to attract customers. It is necessary to create a system that draws customers' interest from the first impression and leads them naturally into the store.
Role of Facade
The facade is the most important element in visually expressing the store's concept and brand image. It instantly tells passersby what kind of store it is and what kind of experience they can expect.
Approach Strategy by Business Type
For upscale stores, it is effective to design the store so that it is difficult to see what is going on inside in order to create a sense of the unusual and special, and to raise expectations. On the other hand, for mass merchandisers and retailers, an open design is appropriate, emphasizing friendliness and ease of entry.
Key Points for Entrance Design
As the transition point from the exterior to the interior space, the entrance plays an important role in preparing customers psychologically. Appropriate lighting, materials, and signage planning can lead customers naturally into the store.
Lighting planning and material selection are important elements that determine the atmosphere and prestige of a store. These elements also have a significant impact on customer dwell time and spend per customer.
Psychological Effects of Lighting
Lighting color temperature and intensity have a direct impact on the psychological state of customers. Warm lighting has a relaxing effect, leading to longer dwell time. Daylight white lighting, on the other hand, promotes an active mood and contributes to higher turnover.
Texture expression through materials
The materials used can greatly affect the store's prestige and price point impression. Natural materials such as natural wood and stone create a sense of luxury and contribute to higher sales per customer. On the other hand, effective use of artificial materials can create a sophisticated space while keeping costs low.
Consistency with business type
It is important to maintain consistency in lighting and material selection with the business type and target customer base. Using excessively high-end materials in a casual restaurant may make customers feel intimidated. 5.
Optimizing customer and staff flow lines is an important factor affecting both operational efficiency and customer satisfaction.
Basic principles of customer flow lines
It is important to design a flow line that maximizes opportunities for customers to naturally move around the store and interact with products and services. By creating a flow that leads customers from the entrance to the back of the store and ultimately to the cash register, sales opportunities can be expanded.
Streamline staff flow lines
Designing a flow line that minimizes staff travel distances and improves work efficiency can simultaneously reduce labor costs and improve the quality of customer service.
Ensure safety
Securing evacuation routes in the event of an emergency is also an important element of flow line design. Ensuring safe flow lines that comply with building codes and fire codes will protect the safety of customers and staff.
Proper compliance with relevant laws and regulations is essential when proceeding with store design. Violations of laws and regulations can have a serious impact on business continuity, so careful consideration must be given from the design stage.
Stores as Special Buildings
Stores are classified as special buildings under Article 27 of the Building Standard Law. Special buildings are used by an unspecified number of people and are subject to stricter standards than ordinary buildings.
Requirements for Fireproof Performance
The following fireproof performance is required depending on the size of the store and the number of floors.
| Requirement | Required fireproof performance |
|---|---|
| Total floor area over 3,000 m2 | Fireproof building |
| Total floor area less than 3,000 m2 | Fireproof building or a building that prevents collapse during evacuation or fire |
| Less than 3 stories above ground, less than 16m in height, less than 200m2 | Other buildings |
| 2 or less stories above ground, height of 16m or less, 200m2 to 3,000m2 | Quasi-fireproof building (2nd floor store area: 500 m2 or more) |
Interior Restrictions
Interior restrictions apply to fire-rated rooms, basement floors, non-glazed rooms, and their evacuation routes. Specifically, the use of quasi-incombustible materials (such as pulp cement board of 6 mm or thicker) is mandatory for interior surfaces of walls and ceilings.
Appointment of Fire Prevention Manager
Stores with a capacity of 30 or more people are required to appoint a fire prevention manager. The fire prevention manager is responsible for preparing firefighting plans, conducting evacuation drills, and inspecting firefighting equipment.
Installation of Fire Fighting Equipment
Depending on the use and size of the store, the following firefighting equipment must be installed.
Food Sanitation Law
Restaurants are required to obtain a business license under the Food Sanitation Law. Detailed standards are set for kitchen structure, water supply and drainage equipment, ventilation equipment, etc.
City Planning Law
The City Planning Law imposes zoning restrictions on the location of stores. As there are restrictions on the size and type of business for stores in residential areas, prior confirmation is required.
Barrier-Free Law
Stores over a certain size are required to install facilities based on the Law for Facilitating Accessibility for the Elderly and Persons with Disabilities (Barrier-Free Law).
Importance of prior consultation
Prior consultation with government agencies at the design stage can confirm compliance with regulations and minimize the risk of backtracking.
Utilization of specialists
Collaboration with specialists such as architects, fire equipment technicians, and food sanitation supervisors can ensure compliance with regulations.
Periodic Review
Regulations are subject to change, so it is important to periodically review and keep up-to-date with the latest information.
The required functions and spatial characteristics differ greatly depending on the type of business. Here are some key design points for each major industry sector.
Importance of Kitchen Design
The most important aspect of a restaurant is the functionality of the kitchen. Zoning according to the cooking process, efficient flow line design, and appropriate ventilation, water supply, and drainage facilities directly affect sales.
Seating Layout
It is important to arrange seating according to the target customer base. If the restaurant targets families, tables for four should be the main seating arrangement. If the restaurant is intended for business use, tables for two and counter seating should be provided.
Consideration for hygiene management
In addition to meeting the standards of the Food Sanitation Law, the design must also take into consideration daily hygiene management, such as the selection of materials that are easy to clean and color schemes that make stains less noticeable.
Optimization of product display
It is important to plan displays that maximize the appeal of products. Mainstay products should be placed in prominent positions and the layout should be designed to enhance customer circulation.
Inventory management space
Designing backyards for efficient inventory management allows for both efficient replenishment of merchandise and maintenance of the aesthetics of the sales floor.
Security measures
Consideration should be given to security aspects, such as eliminating blind spots to prevent shoplifting, proper placement of security cameras, and storage facilities for valuables.
Ensuring privacy
In beauty salons, esthetic salons, and clinics, it is important to design spaces that protect the privacy of customers. Consideration should be given to the installation of private rooms, sound insulation, and blocking of lines of sight.
Enhancement of waiting space
Customer satisfaction can be improved by designing a waiting space where customers can spend their waiting time comfortably.
Support for specialized equipment
Electrical, plumbing, and ventilation systems must be planned to accommodate the installation of specialized equipment specific to the industry.
Proper budget planning and process management are essential for a successful store design project.
Design and Supervision Fee
Generally, 10-15% of the construction cost is the standard for design and supervision fees. However, it varies depending on the scale and complexity of the project.
| Scale of construction cost | Design and Supervision Fee Rate |
|---|---|
| Less than 10 million yen | 15-20% of the total cost |
| 10 million to 30 million yen | 12-15% (%) |
| 30 million yen to 50 million yen | 10 to 12% (10 to 12%) |
| 50 million yen or more | 8-10% (8-10%) |
Interior construction cost
Although they vary widely depending on the type of business and specifications, general guidelines are as follows
Design period
Construction period
Clarification of priorities
In order to achieve the maximum effect within a limited budget, it is important to prioritize investment in elements that directly relate to functionality and ability to attract customers.
Utilization of existing facilities
In the case of a vacant property, significant cost reductions can be achieved by effectively utilizing existing facilities. However, it is necessary to fully consider the consistency with the concept.
Phased maintenance
An effective approach is to start with the minimum necessary facilities at the time of opening, and to upgrade them in stages as sales increase.
Obtain quotes from multiple companies
In selecting a design/build contractor, it is important to obtain quotes from multiple companies and comprehensively evaluate not only the price but also the proposal and track record.
Store design is an important investment that forms the foundation of a successful business. Based on the five basic points conveyed in this article, the following key points are presented below.
Essentials of Successful Store Design
Reliable compliance with laws and regulations
Compliance with relevant regulations such as the Building Standards Law, Fire Defense Law, and Food Sanitation Law is a prerequisite for business continuity. It is important to ensure compliance through collaboration with experts.
Maximizing Return on Investment
In order to maximize effectiveness within a limited budget, it is recommended to clarify priorities and establish a step-by-step maintenance plan.
Next Action Steps
To ensure the success of your store design project, we recommend that you proceed with the following steps
At INA&Associates Inc., we draw on our extensive experience to provide comprehensive support for your store design project. We can provide one-stop service from concept setting to introduction of design and construction contractors, and project management.
A1. Generally, it takes about 3-6 months including basic design, implementation design, and permit application. The period varies depending on the scale and complexity of the project and the details of the permit application. We recommend setting a schedule that allows sufficient time.
A2: Each has its own merits and demerits. While the initial investment can be reduced for an unoccupied property, the existing facilities may not fit the concept. Newly constructed properties offer more flexibility, but require a larger initial investment. It is important to make the best choice according to your business plan and budget.
A3. We recommend a comprehensive evaluation of the following points: 1) design experience in the same industry, 2) ability to make proposals and communicate effectively, 3) ability to comply with legal regulations, 4) after-sales support system, and 5) transparency of costs. It is important to receive proposals from multiple firms and compare them.
A4. Generally, renewal is considered after 5 to 7 years for interiors and 10 to 15 years for facilities. However, it depends on the type of business, frequency of use, and maintenance status. We recommend planning renewal at the appropriate time through periodic inspections.
A5: The most important factor is functionality. No matter how beautiful the design is, if it interferes with daily operations, it will be difficult for the business to succeed. The key to success is to maintain a balance between aesthetics and functionality, with a particular emphasis on functionality.