Tips for Visualising Retail Developments using CGIs

Introduction:

With a challenging retail market, visualising and communicating the essence of a new or refurbsihed development is crucial for attracting potential tenants. A comprehensive CGI (Computer-Generated Imagery) visualisation can showcase not only the physical aspects of the project but also the opportunities it presents to retailers. In this blog post, we will explore the challenges of visualising retail developments, focusing on the aspects of the public realm, signage, placemaking, and shop units, while discussing how the final CGI visualisation can appeal to tenants by demonstrating the potential for business growth and engagement with the local demographic.

1. Public Realm and Placemaking:

One of the significant challenges in visualising retail developments lies in capturing the essence of the public realm and placemaking. These elements are crucial for creating vibrant, engaging, and attractive spaces that draw people in. The visualisation should depict the integration of landscaping, seating areas, walkways, and interactive features that contribute to a welcoming environment. By showcasing the design and functionality of the public realm, CGI visualisation can highlight the potential for increased footfall and customer engagement.

An early design to create a covered market and improved public realm

2. Signage and Branding:

Effective signage and branding play a pivotal role in retail developments. Visualising signage design is essential to convey the character and identity of the space. The CGI representation should showcase captivating and innovative designs, including exterior signage, wayfinding, and branding elements. By incorporating realistic visuals of branded facades, illuminated signs, and distinctive typography, the visualisation can demonstrate the opportunity for businesses to establish a strong presence and attract their target customers.

Real Brand Names or Inspired Alternatives?

When visualising retail developments, one common dilemma is whether to use real brand names or opt for similar words inspired by the target user, such as a food and beverage offer. This decision can significantly impact the appeal of the CGI visualisation and its effectiveness in attracting tenants.

Using Real Brand Names:

One approach is to incorporate real brand names in the CGI visualisation. A real brand name can provide potential tenants and customers with familiarity and authenticity. By featuring well-known brands, the visualisation can showcase those businesses' existing success and reputation, instilling confidence in potential tenants about the development's viability.

Creating similar retail brand names and styles to hint at the target tenant

Pros:

- Instant recognition: Real brand names can grab attention and resonate with viewers who are already connected to those brands.

- Established reputation: Incorporating reputable brands in the visualisation can enhance the perception of the development's quality and credibility.

- Attracting loyal customers: Familiar brand names can help draw in existing customers who are loyal to those specific businesses.

Cons:

- Brand limitations: Using real brand names may be restricted due to licensing agreements, territorial restrictions, or brand-specific guidelines.

- Future uncertainty: Depending on lease agreements and potential tenant turnover, real brands depicted in the visualisation may not occupy the space in the final development.

- Lack of flexibility: The choice of real brand names might limit the design flexibility for the visualisation, as specific brand elements and requirements need to be adhered to.

Using Inspired Alternatives:

Alternatively, developers may create inspired brand names for the visualisation, specifically tailored to the target users, such as a food and beverage offer. These names can reflect the desired ambience, cuisine, or style of the businesses that are expected to occupy the development.

Pros:

- Creative freedom: Inspired brand names provide the opportunity to design a unique and cohesive visual identity for the retail development, tailored to its theme and target demographic.

- Flexibility and adaptability: By using inspired alternatives, developers have more freedom to adapt the visualisation based on changing tenant preferences and market trends.

- Avoiding legal complications: Using inspired brand names eliminates the risk of infringing upon trademarks or facing licensing restrictions.

Cons:

- Establishing recognition: It may take additional effort to build credit and familiarity around the inspired brand names depicted in the visualisation, as they will have a different consumer base than established brands.

- Convincing potential tenants: Some potential tenants may prefer the reassurance of seeing real brands in the visualisation, as they can more easily envision the footfall and customer base associated with those brands.

3. Shop Units: Depth, Wide Glass Open Fronts, and Inviting Spaces:

The shop units within a retail development require careful visualisation to entice potential tenants. A critical aspect of this is showcasing the depth and size of the units accurately. Additionally, wide glass open fronts are highly desirable as they allow maximum visibility and draw customers inside. The CGI visualisation should depict inviting interiors, capturing the layout, lighting, and aesthetics that encourage customers to explore the space. By effectively visualising these aspects, the final representation can attract businesses by highlighting the potential for increased footfall and sales.

An old CGI from 2015 shows the depth of each shop front to help sell the retail floor space and volume

4. Appealing to Tenants: Showcasing Opportunity for Business Growth and Engaging the Local Demographic:

The final CGI visualisation should go beyond the physical attributes of the retail development and focus on appealing to potential tenants. It should provide a clear narrative communicating how the development aligns with their business goals and caters to their target market. By incorporating demographic data and portraying a vibrant, active local community, the visualisation can demonstrate the potential for business growth and increased footfall. For instance, if the local demographic is young and trendy, the fashion changes, so we have curated a group of people in 2d and 3d to create realistic characters to drop into each scene.

Conclusion:

Visualising retail developments is a complex task that requires careful consideration of various elements, including the public realm, signage, placemaking, and shop units. A well-executed CGI visualisation can effectively communicate the essence of retail development to potential tenants, showcasing the opportunity for business growth, increased footfall, and engagement with the local demographic. By addressing these challenges and creating an appealing visualisation, developers can attract tenants who see the potential for their businesses to thrive within the envisioned space.