It has long been known that men shop differently from women. We increasingly hear about gender marketing and the role of gender psychology in shaping purchasing behavior. How do retail space designers respond to this? Is there a universal recipe for a typically masculine interior? Or is it time to abandon stereotypes?
The Masculine Point of View
Every project is different and requires an individual approach tailored to the brand's target group. The fact that a given store's target audience consists of men does not mean the interior must look a specific, predetermined way. There are, however, certain rules that should be followed regardless of the chosen design direction. This is related to gender psychology and the resulting differences in shopping habits. The most important word that should define the interior of a men's store is functionality. Men approach the activity far more task-oriented than women, so their purchasing process takes much less time. They think more analytically and research-oriented in the context of the product itself – in an interior, in turn, they notice fewer details than the fairer sex, so their number should be limited to a minimum. Men are more specific when shopping – they want to go in, buy, and go home, which is why it is important to arrange the entire display and interior to make this easier for them. The assortment must be organized and properly categorized. The ideal interior is one characterized by a logical, clear layout, simplicity, and minimalism. We prioritize clean design and spaciousness – says Anna Sulima–Gillow, head of the Design Department at Forbis Group.
Stand Out, Don't Copy
Functionality, however, is not everything. The full customer experience consists not only of shopping comfort but also of the atmosphere built through decor – colors, materials, design style. It is commonly assumed that men generally prefer balanced, subdued interiors in dark shades of gray, navy, or brown, which is why most men's boutique interiors look similar. As experts emphasize, this is a huge mistake. The key to a good interior is defining the brand's distinctive features, not reproducing a stereotype. The space should correspond with the brand's image and create the world its customer would like to be part of. The design style should stem from the brand's DNA, from how it wants to communicate with the customer and what emotions it wants to convey – says Anna Sulima Gillow – We must not treat men as one large group, as this is a very diverse consumer segment.
Interiors with a Theme
To emphasize a brand's identity and build a unique atmosphere, a characteristic leading motif is often used when designing store interiors. Through the arrangement of space, brands respond to the aspirations of their target group, which is why in the case of men's clothing boutiques, these are often motifs associated with masculinity and adrenaline, attributes of male attractiveness – says the Forbis Group expert. The concept for the Lancerto brand is based on aviation – the arrangement of the showrooms references the style of a classic pilot's uniform and an airplane cockpit interior. The project was complemented by carefully selected details: an image wall with old aviation-themed photographs and clocks showing different time zones. Another concept, less classic and more industrial in character, was created for Essenza Man. Its style references a motorcycle workshop. The design uses raw materials, hand-formed brick tiles, a black slatted ceiling, and furniture made from steel profiles. Additionally, black-and-white photo wallpapers depicting scenes from motorcycle workshops were used in the interior. The ascetic character of the interior is broken up by details such as a leather-upholstered armchair, soft curtains in the fitting rooms, copper lamps, and warm-colored walnut wood elements. These emphasize the brand's elegant character. The interior of the Recman store, in turn, references the brand's non-sales activity – since 2011 it has been the Official Sponsor of the Polish Men's National Tennis Team. The space is inspired by a tennis court and an elegant sports locker room. The designers proposed an elegant graphite laminate, from which wall-mounted furniture and the counter were made. Furniture in the casual collection zone is formed by steel profiles, mesh, and hangers lacquered in black. The composition of tables in the store's central point was distinguished by walnut countertops and graphite-and-white display boxes. A direct reference to tennis, alongside decorative nets on the walls, is the reddish-brown flooring corresponding to the court surface.
Forbis Group is a design and build company born from a passion for good design. As one of the first on the Polish market, it introduced a cooperation model based on a holistic approach to the process of adapting commercial spaces. Currently, Forbis Group is one of the leading domestic fit-out service providers for the Retail, Office, and HoReCa sectors. Since 2017, it has belonged to the Paged capital group. The consolidation of Forbis Group's competencies with experience in furniture production and the resources of Paged S.A. raises the services provided to an even higher level.
