Few things are harder to articulate than a vision; however that is precisely what needs to be done, as precisely as possible when embarking on a design and fitout project.A company must connect its design vision with its commercial fitout strategy to be able to communicate it effectively to its fitout provider, and ultimately, complete a fitout best equipped to achieve its business goals.Unless the company specialises in design-related services, however, letting a fitout consultancy know exactly what it wants can be something of a challenge.This guide is meant to provide some insight into laying the groundwork for a smooth, cohesive and successful fitout project, which begins even before the company gets in touch with design and fitout experts.Once the company is clear on what it wants to achieve with the fitout and how it fits into its business plans, it will be able to give the fitout team everything needed to realise its fitout vision.Defining the Design VisionThe design of a company’s fitout is rarely the output of just one person, even if just one person ends up doing most, if not all, of the visualisation work. When the company’s key decision makers get together and say, “We need design and fitout”, each of those team members has a picture in mind of what that design and fitout has to look like.For all of those pictures to look exactly alike is even rarer, making the process of defining the design vision even more challenging. Here are a few ways for meeting this challenge as a group, as the team needs to be on the same page before communicating with the fitout contractor:Define the reason why the company needs the design and fitout to be produced.Describe the reason in detail and evaluate these details according to priority and practicality.Write down keywords describing what the design and fitout should look like, and then compare lists to find common ground.Explain why these common words perfectly describe the desired design and fitout.Relate these common words to the company branding and the needs of the target market.To take this process a step further, try to find images that illustrate the words. These images do not have to be of fitouts nor related to the industry. Compile these images along with the words to share with the design and fitout provider.Understanding the Commercial Fitout StrategyAs a follow up or to build on the process of defining the company’s design vision in the previous section, the specific goals and objectives of the fitout project itself will now be revisited or firmed up. Specific objectives will vary according to fitout type, whether it is for a retail space, the workplace or a hospitality establishment, examples of which include:Increasing team and cost efficiencyOptimising the use of space with more storage optionsIncreasing the number of people that the space can accommodateDriving sustainability or meeting CSR goalsAttracting and retaining talentEnhancing the branding of the spaceKey decision makers will have to take a hard look at the timeline as well as the budget, as there are many “surprises” that usually come up during the fitout process that should have allocations ready for them. On top of the fitout costs proper, budget considerations include:Advisory (e.g. Legal and property agent fees)Capital Expenditure (e.g. IT set up, furniture, dilapidations)Migration (e.g. Egress from former office, storage, website and business card updates)Occupancy (e.g. Rent, building insurance and surveys)Other costs (e.g. Contingency, training, recruitment)The practical requirements and regulatory considerations of the design and fitout will also have to be evaluated vis-à-vis the company’s commercial fitout strategy, e.g. How would regulations make it easier for the fitout to achieve its business goals?Creating a Synergy: Design Vision and Fitout StrategyOne of the challenges faced by companies going in for design and fitout is how the designers and the fitout specialists are not always on the same page, mainly because they are often on completely separate teams. Yet, it is easy to see how crucial clear and open communications between both parties are in developing and executing the comprehensive fitout plan.One way to facilitate collaboration in ensuring alignment between the design vision and the practical implementation of the fitout is to use Integrated Project Delivery or IPD.This method, which was developed for the construction industry to reduce waste and boost efficiency, involves a multi-party contract between the property owner, the lead designer and the lead fitout specialist, at minimum.Discussions between all the parties involved begin at the earliest stages of the project, and optimisation is focused on the fitout as a whole rather than its individual components. IPD becomes even more feasible when both design and fitout teams come from the same retail and workplace consultancy firm.Translating Design Vision into Fitout ElementsEven the most creative of design visions need to be practical if they are to find their way into an actual, completed fitout, particularly when it comes to space layout and furniture choices. Design and fitout teams that work together putting the company’s needs at the forefront will find ways to balance creativity with the vision and the objectives of the fitout.In selecting materials and finishes for the fitout, for instance, the fitout provider will consider not just colour and other aesthetics but branding and the target market as well as budget, sustainability and function. The design and fitout specialists will also have to consider meeting functional and regulatory requirements by answering questions such as the following:How many people will be using the space and how will the space be used?What kind of fitout or construction processes will need to be carried out?What is the maximum usable area and height of the space?Where are the exits and are there any clear pathways to them?Will plumbing fixtures be needed and if so, how many?Have fire resistance and energy efficiency been provided for?Where are the fire extinguishers and sprinklers positioned?Are floors slip-resistant and have mobility and accessibility been covered by the design?Practical Implementation of the Design VisionIn addition to the challenge of articulating and visualising the design vision of a company, and translating it into a design, there is the challenge of implementing that design in building the actual fitout. The company needs to work closely with the design and fitout providers to ensure accurate execution of the design details, which will again necessitate clear and open communications.Much of the difficulty that commonly arises in this aspect of the fitout process often stems from a lack of monitoring as well as communications. The project manager should be able to spot any deviations from the approved design immediately, before correcting the deviation incurs unnecessary cost.In keeping the design execution on track, concerns need to be brought up with the right point persons to avoid miscommunication. These concerns need to be expressed clearly, e.g. with exact amounts of time or money. All progress made during implementation should also be documented, particularly when changes to the approved design have been made.Harmonising Brand Identity and Fitout StrategyBranding for design and fitout is often an after-thought for many companies and their fitout providers, when really, it ought to be the very foundation or the starting point for the fitout process. Fitting out a space is all about “owning” it or making it the company’s own, and branding is not only about “sticking a name tag on it” after the fitout has been completed.Every aspect of the fitout, from the layout of the space to the selection of the materials, finishes, furniture and fixtures must be aligned with the company’s branding, as it is the embodiment of the company’s values.Does the company value its people? The commercial office interior design must provide ample space and comfort for its teams—and thus align with the company’s branding. Is the brand all about quality and an upmarket experience? The materials and finishes need to reflect that—and thus align with the company’s branding.Completing the fitout and then “branding it afterwards” by adding in a few accents with the company’s colours or positioning a logo here and there is not only a poor fitout strategy, but may send mixed signals to the target audience. This, in turn, will confuse them and end up putting a dent in the company’s performance and its bottom line.Rather than “integrating brand elements into the fitout design”, be sure to make branding the core of the fitout strategy to make sure that the brand experience is consistent throughout the commercial space.Regular Communication and CollaborationHaving mentioned the importance of clear and open communications in design and fitout projects, here are some suggestions for making the most of meetings and collaborations between the design team, project managers and fitout specialists:Choose, limit and standardise the communication tools to be used across teams.Create a communication plan that details how often updates should be sent and which tools should be used for certain communications.Make sure everyone who needs to be at a meeting is there, or at the very least is represented; following IPD, at least one person from design, fitout and the company itself.Make sure everyone listens and understands, rather than waiting for their turn to present or share their updates, and to ask for further details when needed.Hold meetings for project updates at least once a week for about an hour; daily meetings can be limited to 15 minutes.Meetings should be documented and determine next steps or action items, with the minutes or a summary sent to everyone present at the meeting and those who missed it.Evaluating Success and Lessons LearnedAssessing the final fitout against the initial design vision and project objectives may be said to be done “at first sight”. When the key decision makers involved in defining the design vision lay eyes on the completed fitout, they are either delighted with the outcome having embodied what they envisioned—or not.Yet there are guidelines for evaluating the finished fitout as well as the performance of the design and fitout teams behind it. While separate guidelines according to the type of fitout and project complexity will apply, general assessment parameters include:Flaws in the overall design or deviations from the approved designCompleteness of the design, alignment with branding and consistency throughout the spaceCollaboration and communication within and across teams as well as with the companyHow well and how quickly on-site issues were resolvedThe level of creativity and innovation in the design concept as well as value add to business objectivesThe level of customer service, i.e. how well the needs of the client (the company) were metThe results of these evaluations can help not just the design and fitout teams in improving their performance, but also the company itself in preparing for its next fitout. Some of the lessons for future design and fitout endeavours that a company can learn to this end include:Choosing the right design and fitout team, as well as the point persons to work with themFinding ways to improve communications internally as well as with the design and fitout teamPlanning and sticking to the timeline as well as the project scopePlanning for contingencies such as regulatory compliance issues or natural disastersUnderstanding the lead times needed for each step in the fitout processUnderstanding that the easiest or most cost-effective solution is not always the most ethical solutionInspiring Examples of Design Vision and Fitout Strategy AlignmentWhile the design and fitout process of bringing a company’s vision to life is not always smooth sailing, many companies provide sterling examples of a seamless connection between their vision and their fitout strategy.The following companies well succeeded in communicating their vision and business objectives to their design and fitout consultants, who were then enabled to plan and execute accordingly.Mitsubishi Estate Company Global Partners wanted to incorporate Japanese aesthetics into the fitout for their Singapore headquarters, as well their focus on sustainability. In line with this vision and objectives, Greater Group adhered to GreenMark Platinum standards in material selection, and took a minimalist approach in using Japanese design elements.Swiss luxury watchmaker, Breitling set up shop in Hong Kong’s K11 MUSEA district with the vision of fusing modern retro with industrial chic. The business objectives of this concept boutique were to contribute to the brand’s regional expansion plans as well as to grow its target market to include younger generations.To achieve these objectives, Greater Group used metal shelving in line with Breitling’s design vision, as well as customised the lighting, flooring and furniture to create the look and feel of an industrial loft. Air, sea and land motifs add an adventurous lifestyle vibe to provide a recreational dimension to the expanded target market’s luxury shopping experience.Also in Hong Kong, leading German furniture manufacturer, Brunner worked with Greater Group on design and fitout for its workplace and showroom with the objectives of highlighting sustainability as well as function and quality.Greater Group combined plants and wood elements in an open floor layout to optimise space usage and provide an ideal backdrop for Brunner’s product line.Achieving Alignment Between Design and FitoutA design vision is no good to anybody in the heads of a company’s key decision makers. This vision must be realised and connected with the company’s fitout strategy for it to be of practical use in achieving its business objectives.A cohesive approach to design and fitout contributes to this by making sure everyone involved, from the company to the designers and fitout specialists, are clear on the objectives.Such an approach reduces friction or confusion, which means less delays in the fitout process which may incur unnecessary cost. It also helps to make sure that the completed fitout is executed as closely as possible to the company’s original design vision.While a gap between a vision and execution is inevitable, it can be bridged by design and fitout providers who know how to put the needs of the company first, and strike a balance between creativity and practicality. Find out firsthand how that seamless connection between design vision and fitout strategy takes place, today.Greater Group is a multi-disciplinary global retail design agency. We have been creating award-winning retail spaces, customer experiences and workplaces since 1989, utilising our combined expertise to deliver high-impact, high-return design, fit-out and manufacturing solutions and provide clients with one point of contact throughout.Contact us at contact@thegreatergroup.com to discuss how we can elevate your brand through innovative, future-proof retail design solutions. Share :
Few things are harder to articulate than a vision; however that is precisely what needs to be done, as precisely as possible when embarking on a design and fitout project.A company must connect its design vision with its commercial fitout strategy to be able to communicate it effectively to its fitout provider, and ultimately, complete a fitout best equipped to achieve its business goals.Unless the company specialises in design-related services, however, letting a fitout consultancy know exactly what it wants can be something of a challenge.This guide is meant to provide some insight into laying the groundwork for a smooth, cohesive and successful fitout project, which begins even before the company gets in touch with design and fitout experts.Once the company is clear on what it wants to achieve with the fitout and how it fits into its business plans, it will be able to give the fitout team everything needed to realise its fitout vision.Defining the Design VisionThe design of a company’s fitout is rarely the output of just one person, even if just one person ends up doing most, if not all, of the visualisation work. When the company’s key decision makers get together and say, “We need design and fitout”, each of those team members has a picture in mind of what that design and fitout has to look like.For all of those pictures to look exactly alike is even rarer, making the process of defining the design vision even more challenging. Here are a few ways for meeting this challenge as a group, as the team needs to be on the same page before communicating with the fitout contractor:Define the reason why the company needs the design and fitout to be produced.Describe the reason in detail and evaluate these details according to priority and practicality.Write down keywords describing what the design and fitout should look like, and then compare lists to find common ground.Explain why these common words perfectly describe the desired design and fitout.Relate these common words to the company branding and the needs of the target market.To take this process a step further, try to find images that illustrate the words. These images do not have to be of fitouts nor related to the industry. Compile these images along with the words to share with the design and fitout provider.Understanding the Commercial Fitout StrategyAs a follow up or to build on the process of defining the company’s design vision in the previous section, the specific goals and objectives of the fitout project itself will now be revisited or firmed up. Specific objectives will vary according to fitout type, whether it is for a retail space, the workplace or a hospitality establishment, examples of which include:Increasing team and cost efficiencyOptimising the use of space with more storage optionsIncreasing the number of people that the space can accommodateDriving sustainability or meeting CSR goalsAttracting and retaining talentEnhancing the branding of the spaceKey decision makers will have to take a hard look at the timeline as well as the budget, as there are many “surprises” that usually come up during the fitout process that should have allocations ready for them. On top of the fitout costs proper, budget considerations include:Advisory (e.g. Legal and property agent fees)Capital Expenditure (e.g. IT set up, furniture, dilapidations)Migration (e.g. Egress from former office, storage, website and business card updates)Occupancy (e.g. Rent, building insurance and surveys)Other costs (e.g. Contingency, training, recruitment)The practical requirements and regulatory considerations of the design and fitout will also have to be evaluated vis-à-vis the company’s commercial fitout strategy, e.g. How would regulations make it easier for the fitout to achieve its business goals?Creating a Synergy: Design Vision and Fitout StrategyOne of the challenges faced by companies going in for design and fitout is how the designers and the fitout specialists are not always on the same page, mainly because they are often on completely separate teams. Yet, it is easy to see how crucial clear and open communications between both parties are in developing and executing the comprehensive fitout plan.One way to facilitate collaboration in ensuring alignment between the design vision and the practical implementation of the fitout is to use Integrated Project Delivery or IPD.This method, which was developed for the construction industry to reduce waste and boost efficiency, involves a multi-party contract between the property owner, the lead designer and the lead fitout specialist, at minimum.Discussions between all the parties involved begin at the earliest stages of the project, and optimisation is focused on the fitout as a whole rather than its individual components. IPD becomes even more feasible when both design and fitout teams come from the same retail and workplace consultancy firm.Translating Design Vision into Fitout ElementsEven the most creative of design visions need to be practical if they are to find their way into an actual, completed fitout, particularly when it comes to space layout and furniture choices. Design and fitout teams that work together putting the company’s needs at the forefront will find ways to balance creativity with the vision and the objectives of the fitout.In selecting materials and finishes for the fitout, for instance, the fitout provider will consider not just colour and other aesthetics but branding and the target market as well as budget, sustainability and function. The design and fitout specialists will also have to consider meeting functional and regulatory requirements by answering questions such as the following:How many people will be using the space and how will the space be used?What kind of fitout or construction processes will need to be carried out?What is the maximum usable area and height of the space?Where are the exits and are there any clear pathways to them?Will plumbing fixtures be needed and if so, how many?Have fire resistance and energy efficiency been provided for?Where are the fire extinguishers and sprinklers positioned?Are floors slip-resistant and have mobility and accessibility been covered by the design?Practical Implementation of the Design VisionIn addition to the challenge of articulating and visualising the design vision of a company, and translating it into a design, there is the challenge of implementing that design in building the actual fitout. The company needs to work closely with the design and fitout providers to ensure accurate execution of the design details, which will again necessitate clear and open communications.Much of the difficulty that commonly arises in this aspect of the fitout process often stems from a lack of monitoring as well as communications. The project manager should be able to spot any deviations from the approved design immediately, before correcting the deviation incurs unnecessary cost.In keeping the design execution on track, concerns need to be brought up with the right point persons to avoid miscommunication. These concerns need to be expressed clearly, e.g. with exact amounts of time or money. All progress made during implementation should also be documented, particularly when changes to the approved design have been made.Harmonising Brand Identity and Fitout StrategyBranding for design and fitout is often an after-thought for many companies and their fitout providers, when really, it ought to be the very foundation or the starting point for the fitout process. Fitting out a space is all about “owning” it or making it the company’s own, and branding is not only about “sticking a name tag on it” after the fitout has been completed.Every aspect of the fitout, from the layout of the space to the selection of the materials, finishes, furniture and fixtures must be aligned with the company’s branding, as it is the embodiment of the company’s values.Does the company value its people? The commercial office interior design must provide ample space and comfort for its teams—and thus align with the company’s branding. Is the brand all about quality and an upmarket experience? The materials and finishes need to reflect that—and thus align with the company’s branding.Completing the fitout and then “branding it afterwards” by adding in a few accents with the company’s colours or positioning a logo here and there is not only a poor fitout strategy, but may send mixed signals to the target audience. This, in turn, will confuse them and end up putting a dent in the company’s performance and its bottom line.Rather than “integrating brand elements into the fitout design”, be sure to make branding the core of the fitout strategy to make sure that the brand experience is consistent throughout the commercial space.Regular Communication and CollaborationHaving mentioned the importance of clear and open communications in design and fitout projects, here are some suggestions for making the most of meetings and collaborations between the design team, project managers and fitout specialists:Choose, limit and standardise the communication tools to be used across teams.Create a communication plan that details how often updates should be sent and which tools should be used for certain communications.Make sure everyone who needs to be at a meeting is there, or at the very least is represented; following IPD, at least one person from design, fitout and the company itself.Make sure everyone listens and understands, rather than waiting for their turn to present or share their updates, and to ask for further details when needed.Hold meetings for project updates at least once a week for about an hour; daily meetings can be limited to 15 minutes.Meetings should be documented and determine next steps or action items, with the minutes or a summary sent to everyone present at the meeting and those who missed it.Evaluating Success and Lessons LearnedAssessing the final fitout against the initial design vision and project objectives may be said to be done “at first sight”. When the key decision makers involved in defining the design vision lay eyes on the completed fitout, they are either delighted with the outcome having embodied what they envisioned—or not.Yet there are guidelines for evaluating the finished fitout as well as the performance of the design and fitout teams behind it. While separate guidelines according to the type of fitout and project complexity will apply, general assessment parameters include:Flaws in the overall design or deviations from the approved designCompleteness of the design, alignment with branding and consistency throughout the spaceCollaboration and communication within and across teams as well as with the companyHow well and how quickly on-site issues were resolvedThe level of creativity and innovation in the design concept as well as value add to business objectivesThe level of customer service, i.e. how well the needs of the client (the company) were metThe results of these evaluations can help not just the design and fitout teams in improving their performance, but also the company itself in preparing for its next fitout. Some of the lessons for future design and fitout endeavours that a company can learn to this end include:Choosing the right design and fitout team, as well as the point persons to work with themFinding ways to improve communications internally as well as with the design and fitout teamPlanning and sticking to the timeline as well as the project scopePlanning for contingencies such as regulatory compliance issues or natural disastersUnderstanding the lead times needed for each step in the fitout processUnderstanding that the easiest or most cost-effective solution is not always the most ethical solutionInspiring Examples of Design Vision and Fitout Strategy AlignmentWhile the design and fitout process of bringing a company’s vision to life is not always smooth sailing, many companies provide sterling examples of a seamless connection between their vision and their fitout strategy.The following companies well succeeded in communicating their vision and business objectives to their design and fitout consultants, who were then enabled to plan and execute accordingly.Mitsubishi Estate Company Global Partners wanted to incorporate Japanese aesthetics into the fitout for their Singapore headquarters, as well their focus on sustainability. In line with this vision and objectives, Greater Group adhered to GreenMark Platinum standards in material selection, and took a minimalist approach in using Japanese design elements.Swiss luxury watchmaker, Breitling set up shop in Hong Kong’s K11 MUSEA district with the vision of fusing modern retro with industrial chic. The business objectives of this concept boutique were to contribute to the brand’s regional expansion plans as well as to grow its target market to include younger generations.To achieve these objectives, Greater Group used metal shelving in line with Breitling’s design vision, as well as customised the lighting, flooring and furniture to create the look and feel of an industrial loft. Air, sea and land motifs add an adventurous lifestyle vibe to provide a recreational dimension to the expanded target market’s luxury shopping experience.Also in Hong Kong, leading German furniture manufacturer, Brunner worked with Greater Group on design and fitout for its workplace and showroom with the objectives of highlighting sustainability as well as function and quality.Greater Group combined plants and wood elements in an open floor layout to optimise space usage and provide an ideal backdrop for Brunner’s product line.Achieving Alignment Between Design and FitoutA design vision is no good to anybody in the heads of a company’s key decision makers. This vision must be realised and connected with the company’s fitout strategy for it to be of practical use in achieving its business objectives.A cohesive approach to design and fitout contributes to this by making sure everyone involved, from the company to the designers and fitout specialists, are clear on the objectives.Such an approach reduces friction or confusion, which means less delays in the fitout process which may incur unnecessary cost. It also helps to make sure that the completed fitout is executed as closely as possible to the company’s original design vision.While a gap between a vision and execution is inevitable, it can be bridged by design and fitout providers who know how to put the needs of the company first, and strike a balance between creativity and practicality. Find out firsthand how that seamless connection between design vision and fitout strategy takes place, today.Greater Group is a multi-disciplinary global retail design agency. We have been creating award-winning retail spaces, customer experiences and workplaces since 1989, utilising our combined expertise to deliver high-impact, high-return design, fit-out and manufacturing solutions and provide clients with one point of contact throughout.Contact us at contact@thegreatergroup.com to discuss how we can elevate your brand through innovative, future-proof retail design solutions. Share :