Established more than 26 years ago, Roth + Sheppard Architects have a bunch of retail projects in their portfolio — “just cool spaces that seemed to work,” says Jeff Sheppard, coprincipal of the Denver-based firm. His design of the gift shop at Daniel Libeskind’s Denver Art Museum wasn’t based on a gut sensibility, though. Instead, he and his team took a scientific approach to the design in order to directly impact sales. According to consultant Andoniadis Retail Services, the museum store’s sales were substantially lower than those of other museums’, says Sheppard. “That was an indicator that maybe something wasn’t working right.”
After conducting a relocation analysis process, the firm determined that visitors were ignoring the store because it was hidden under the stairs in the lobby that led to the museum’s galleries. The spot where the shop would get the most attention appeared to be an empty space adjacent to the museum’s entrance, where a café had been planned but never installed.
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