Eclectic Boutique Design | Richardson Design

HelloHello: An invite to discover the unexpected

Where do you find a boutique for a generation that wants more than the next item on the shelf? HelloHello was designed to offer eclectic gifts and experiences to remember, a space that could be a neighborhood hub in cities around the nation.

When a national retailer sought to launch a youthful sub-brand, they partnered with Richardson, a Cleveland design firm, as well as another local creative design agency to develop the new brand’s in-store experience.

Ultimately, our team gave the brand a space to flourish.

Location is everything.

HelloHello would be rolled out across the country in energetic, walkable neighborhoods to enhance discoverability. Community involvement was crucial; the boutiques offered wares crafted by local artisans in addition to the retailer’s line of products.

THE OPPORTUNITY.

HelloHello was inspired by Millennial shoppers who wanted to do more than shop. Was it possible to elevate the browsing and gift-giving experience from mundane activity to joyful discovery?

Each location was carefully curated, helping it blend into the local community. How did the space hold customers’ focus and entice them to return time and again? As a design agency, the Richardson team was up for the challenge.

The Vision

Rotating product collections over a vibrant backdrop.

Our commercial interior design team mapped out HelloHello locations with modern flea markets in mind. Funky and cheerful but still well organized for easy browsing, each defined space had its own story to tell.

Custom fixtures and art lent a stylish energy to the space and changed with seasons and trends. Hand-painted floors and wood-paneled ceilings evoked dens and rec rooms of the past, while cheerful colors and a community wall offered an inviting space for neighborhood engagement.

The Customer Experience: Open Borders

The boutique was divided into “moments.” Each section possessed its own purpose and feeling, defined by intentional color choices and custom fixtures.

These “moments” – Inspire Me, Collected Objects and Collective Community – featured A-frame product displays, modular wall organization and a statement desk. The various parts worked in harmony to evoke the seemingly chance (but quite intentional) discoveries of a well-curated flea.

Inspire Me: Opening the Door to Discovery

An entry zone grabbed the attention of passersby with a living window display. Customers from the sidewalk were enticed to stop in, discover and explore

Upon entry, customers felt transported into a playful oasis with an unpredictable, multi-colored ceiling installation that defined the space, adding interest and movement.

Back on the floor, a large, multipurpose desk took centerstage as both a product display and a space for customers to sit and write out greeting cards. This fantastical browsing experience intentionally merged the style of slower, meaningful gift giving.

Collected Objects: Flea-Style Finds Curated for the Discerning Shopper

If the best of Pinterest and Etsy came to life, this is where they would live. Shown as two sections, this “moment” captures the sentimentality of what it means to shop for a memorable gift.

Collected Objects was planned as a gallery-esque experience with products mounted as intriguing collections. Their stories were told on a wraparound wall display that easily swapped products depending on seasonality or style.

Collected Objects:
Flea-style curation

Next, custom A-frame displays anchored the floor space. The open shelving units were purposely designed to allow for quick reorganization based on retail themes or product needs, allowing customers to browse and discover eye-catching treasures instantly.

The A-frames were made from light materials to convey a temporary, pop-up aesthetic without disturbing sight lines. The attention to detail and logistics made the “moment.”

Collective Community: A Place Where Everyone Belongs

Deeply ingrained in their neighborhoods, HelloHello boutiques featured an intentional mix of local artisans and national product lines. Each store location held a Collective Community section where customers could learn about and share upcoming events on a magnetic messaging wall.

The elevated shopping experience required the attentive customer service of bygone days. An oversized customer service desk, doubling as a product display area, offered a hub for the most important customer-“proprietor” interactions.

A built-in (and complimentary!) wrapping station allowed customers to wrap their selected gifts in-store as a bonus reminiscent of shopping eras past. Small gifts were on display at the counter for impulse buys and in-a-pinch shopping.

This boutique concept positioned a national retailer to capture the attention and loyalty of Millennials – and those giving gifts to younger generations – across the country. Consumer research, strategic environment planning and playful branding waited to be implemented, but the challenges to scale sent the boutique concept to the pitch graveyard.

Creative, cohesive zoning takes customers on a journey of discoverability. Connect with our creative design agency to learn how to leverage intentional commercial interior design in your spaces.

^{Photography Credit: Unsplash}
^{Photography used in this project is property of its respective owners.}