Planning in shopfitting means to draft the structure, the atmosphere and the flow of the sales area.

A planner or retail-designer cares for a special thematic experience of the consumer within which spatial references  (interactions with the space) for certain products are given by clever arranged routes, an outstanding positioning of the products and the creation of a suitable atmosphere (furniture, lighting…). The customer is incited to buy goods because of good entertainment and presentation. The success of the design cannot be measured by the number of received design awards, but by the overall success of the business, e.g. turnover per m² sales area or the number of visitors against the overall productivity.

The brand, the shop and the furniture build the background for the goods and create the best possible environment within which the goods are presented to the target group.

There are both permanent and non-permanent features for designing (e.g. seasonal displays).


Professional Branding usually means: evaluation of the market, brand development and brand realisation 


The following items are i.a. considered during the design:
Division into different operational zones, the rational order of the operational zones, the order of the different commodity groups and articles within the operational zones, division of the specific sales area in matters of the commodity groups/articles, design of space elements (shop furnishing), design of environmental factors (light, fragrance, music…).

The space structure, number of entrances, circuits, atmospheric light sources, materials to use and the positioning at the cash desk have to be considered.

The following factors need to be considered as well:
Are there structural characteristics like columns, is there a ventilation regulation, is an air conditioning necessary, which and how many exits are given, how is the parking lot situation arranged, what about stairs, ceiling height, windows, escape routes, and the logistics (supply of goods) needs to be respected as well.

Examples for types of Planning in store: 

Diagonal Planning:            Cash desk is central and easy to access
Pathway Planning:            leading the customer through the entire store
Varied Plan:                       set special priorities

The ground plan is the base of the circulation, which implies the direction of the traffic flow within a store based on the sales psychology of a sales area.

Circulation is important, as it makes sure a consumer walks through the entire store, from the front to the back, from left to right – where should important displays be placed, where should theme areas be arranged –  and at the end there is the cash desk…

Facility concept

Deals with the design and the conception of furniture in shopfitting.


Concept Development   

  • Analysis and research
  • Brand Management
  • Creation of layout, structure of presentation and derivation, storyboard
  • Moods and material
  • Presentation through sketches, perspectives and opinions and ground plan
  • Supply of material samples

Planning and adjustment of area concepts 

  • Transfer of potential inventory data, briefing of customer
  • Basic evaluation (inventory control, measurement)
  • Blueprint planning (area layout)
  • Detailed planning, (crafts plans, interior design)
  • Licence planning (forwarding of plan to the customer, conduct design matching)
  • Time scheduling
  • Creation of service specifications and definition of material
  • Handing the content to the Project Management

Stepps (within planning)

1. Basic Evaluation
Basic Evaluation means all upstream procedures of the actual planning, especially conversations with the purchaser respectively the building owner. The HOAI e.g. mentions “identifying the requirements, advice for the overall service required” and as special benefits “inventory control, production site analysis”

2. Preliminary Planning

belongs to the prearrangement of a Blueprint Planning. It deals with a basic analysis, the coordination of the tasks and the development of the planning concept.[1]

The planning concept is approximately pictured with line sketches and explanations. In this stage of the Preliminary Planning the public authorities will be contacted for the first time and the licensability will be checked.

Apart from the actual Preliminary Planning the costs needs to be estimated, which accounts for the expected costs.[1] In order to make a significant estimate of cost it is essential that characteristics like facility standards or the gross floor space are already known at the stage of Preliminary Planning.

3. Blueprint Planning

The goal is to receive a harmonious and feasible planning concept which considers all project specific problems. Based on Preliminary Planning, it represents the overall planning concept including all fixed components. After its completion, Blueprint Planning usually is edited together with the customer. For projects which require a licence, Blueprint Planning builds the basis for the subsequent Licence Planning.

The requirements differ concerning the respective subject (e.g. buildings, outdoor plant and spatial extensions, technical equipment, planning of structural framework).

Work through the planning concept (incremental development of a graphic solution) bearing in mind the urban, creative, functional, technical, building physics, economic, energy economy (e.g. concerning rational use of energy and using renewable energies) and landscape ecological requirements using contributions of other involved specialists until the conceptual design is completed.

Property descriptions including explanations of compensation and contingency measures based on the impact regulation under nature protection law.

Graphic presentation of the completed conceptual design.

Proceedings with public authorities and other involved specialists regarding the licencability.

Cost calculation according to DIN 276 or according to the habitation right calculation right.

4. The Licence Planning 

…also known as Input Planning or Submission Planning, is part of a Construction Planning to construct buildings. It includes all operations of a building application with the purpose to receive a building permit.
Advertising structures often require permissions.

5. The Detailed Planning

…is the creation of final plans in a generally larger scale (ground plans and sections in a scale 1:50, details in a scale of 1:20 to 1:1). The main goal of Detailed Planning is a memo record, which is released for construction. Usually every single plan can be identified by its individual number which is supplemented by “index A” for the first version of the plan. As Detailed Planning is a complex and interactive process within which changes in planning might appear, the subsequent versions of the plan are labelled with “index B”, “index C”, and so on.

The final plans consist of all specifications needed for the creation or reconstruction of the building. Among these are the dimensions, materials, information on the quality and composition, tolerances and processing instructions. One part of Detailed Planning may be written tabular instructions. A good example is the creation of door schedules to describe all necessary doors. A parts list is not provided.