BrandBox by Macerich - "Take your brand beyond the screen"
BrandBox was a project done for the shopping center company, Macerich which owns several premium shopping malls across the United States. As other projects I've been involved in, BrandBox was a project that included both physical and digital design aspects. The concept focused on allowing digitally native brands a way to experiment with expanding their storefront to physical retail.
The project's challenges were many. Brands born online typically have a difficult time making the leap to physical retail due to the long-term leases, costs associated with designing a store, and a general lack of knowledge regarding how to launch and operate a store.
The project began with extensive market and customer research in order to make the case for the business model.
The current landlord-tenant relationship was assessed, a list of prospect tenants was made, brand founders and CEO's were interviewed, and a summary report was produced.
Next, a special retail service platform was designed in order to make the offering appealing to digitally native brands who, once signed up, would need to be up and running quickly. The platform included various online tools in order to educate the new tenant on successfully designing and operating a store using a modular store system. Retail data was measured using in-store sensors and could be viewed from afar via a member dashboard.
Throughout the entire process, design input was critical to conducting customer research, program planning, developing a service blueprint, building a brand ID, and creation marketing content.
Documentation assessed and visualized the current tenant leasing journey.
Early concepts of the digital experience included a 'retail academy,' site selector, design intent tool and store designer interface.
A modular system using interchangeable parts, furniture, fixtures and lighting was chosen.
Brands were able to choose from a variety of store formats and style themes.
Rendering showing how modular store design elements could be organized.