Reimagining the future for retail and service design theory and practices

These proceedings were created by compiling the papers presented at the first colloquium of the Special Interest Group (SIG) Designing Retail & Service Futures from the Design Research Society (DRS). The SIG was established in 2021 under the guidance of the Design Research Society. The SIG strives to gain a better understanding of the value of design in the commercial sector, including disciplines, such as interior design, architecture, retail and hospitality, branding, marketing, strategic design, design management and consumer psychology. Design and its value have been a subject of study for many years and from many different disciplinary perspectives (ranging from product design to marketing, business economics, service design, management, environmental psychology, (interior)architecture, etc.). However, these perspectives have been developed in a fragmented way with discrete research methods and results that present limitations to practically applying these findings holistically across the inter-related fields of design, retail, and services.

Recent developments, that have been accelerated by the pandemic and the current economic crisis, show that in practice, services are becoming integral to retail and vice versa. The consumers’ needs and the dedication of retailers to serve these needs have sparked new approaches that unite both service and retail design. Whether it be online or offline (or both), for a product or a service or an experience, or all together… It is only natural that the research community support the development of this field through furthering insights. This colloquium focuses on bringing together various disciplines to contribute their related knowledge and insights with the objective of calibrating terms and meanings that strive for consensus across disciplines related to retail and service design. This is to work towards knowledge and practice-based contributions that strive for a more holistic and encompassing retail and service design future.