Personalising the shop interior: how can retail furniture reflect the brand?

In today’s competitive retail world, the personalisation of the shop interior is becoming an important part of building a brand identity. In this process, well-chosen and designed furniture plays an important role, shaping customers’ first impression and their shopping experience. So how can furniture reflect the brand and attract the right customers?

Brand identity and interior design

A brand identity is a set of characteristics, values and unique elements that distinguish a brand from its competitors. 

In order to effectively communicate this identity, all elements of the shop, including furniture, must be consistent with each other, acting as a vehicle for communicating the brand’s values. 

Colour scheme and materials

Colours play a key role in building the brand image. Thus, luxury brands often choose subdued, elegant colours such as black, gold or navy blue to emphasise exclusivity and prestige. Green and sustainable brands, on the other hand, may prefer natural shades of wood and green, which are associated with ecological responsibility.

The materials used for furniture also matter. Metal and glass may suggest modernity and innovation, while wood and other natural materials indicate tradition, warmth and an ecological approach. 

Therefore, when choosing materials, it is worth paying attention to what values and emotions the brand wants to convey.

Furniture style

The style of the retail furniture should harmonise with the overall style of the brand. Shops offering modern, technological products may opt for a minimalist design, with simple, geometric forms and modern finishes. Vintage clothing shops, on the other hand, may prefer retro-style furniture with rich embellishments and classic shapes.

Functionality and ergonomics

Furniture must not only be aesthetically pleasing, but also functional and ergonomic. Comfortable seating, well-planned shelves and displays that facilitate the presentation of products are all elements that affect customers’ comfort and their positive shopping experience. The functionality of the furniture should be in line with the brand philosophy.

A sports shop, through the use of dynamic shapes and robust materials such as metal and plastics, emphasises the energy and durability of its products, thus communicating its brand values. A luxury fashion boutique, on the other hand, can use elegant velvet sofas, glass shelves and gold accents to create an atmosphere of exclusivity and prestige – Izabella Wegrzyn, vice-president of the management board of Ergo Store, explains.

Tailor-made personalisation

Every shop is unique, so it is worth investing in bespoke furniture that fits perfectly into the space and character of the location. Personalised furniture can include brand-specific elements such as logos, unique designs or corporate colours. This will make the shop interior unique and easily recognisable on subsequent visits to the same or, as in the case of chain brands, many different locations.

In summary, appropriately selected and designed furniture is a key element in personalising a store’s interior. By carefully choosing colours, materials, styles and details, you can effectively communicate your brand identity and attract target customers. It pays to invest in furniture that not only fulfils a practical function, but also reinforces the brand image, creating a cohesive and compelling space.

Ergo Store has over 15 years’ experience in designing and furnishing commercial spaces. We have delivered and installed our furniture throughout Europe, Asia and the Middle East.

If you would like to open a bricks and mortar store where the furniture and fittings reflect your brand identity – please contact us!