‘The right mindset + right solutions will drive sustainability’

Can visual merchandisers and store designers drive the push towards sustainable retail? Most certainly yes, says Pawan Nagarwal,VP, brand experience& VM, store design and retail projects, ace turtle, in this exclusive conversation with Retail4Growth.   

“Sustainability is about a way of life, rather than just a talking point on one particular day,” says Pawan Nagarwal, VP, brand experience& VM, store design and retail projects, ace turtle, effectively conveying the critical need to take the subject beyond the confines of CSR calendars or Social Media campaigns and making it central to how a business functions. This entails a way of thinking, a vision that percolates down to all aspects, as Pawan points out in this exclusive conversation with Retail4Growth as part of the ‘Sustainable Retail’ series.

He cites examples from his own professional journey, having worked with eco-conscious brands like Timberland who made it their mission to include sustainability in everything that they did, as he informs. “Every aspect of the store, right from the flooring and fixtures, to VM elements like mannequins, had to be made out of repurposed or reclaimed materials as part of the brand mandate. Also, there were norms set for carbon neutrality, including power consumption, which were strictly enforced. Since then I have been part of many more examples of VM initiatives by brands, especially in terms of using recycled materials and processes so I can definitely see some efforts in this direction,” he shares. Here he also mentions the use of recycled materials for VM installations, such as bike installations at Wrangler stores made from old fuel tanks, highlighting the role of creatively imagined VM in making sustainability a part of the store’s front-end interface. 

While these examples point to interesting possibilities in the context of sustainable VM initiatives, there is still a long way to go, as Pawan concedes , when it comes to making sustainability an integral part of the eco-system. And the reasons are manifold. Pawan feels that the drive to make sustainable practice a way of life, has to start at the top and percolate down; and it is essentially about the intent. “Going 100% sustainable is not possible, but we can all do our bit. Store designers/architects and visual merchandisers have the power to contribute in terms of deciding on the materials, design and processes. With proper planning and smart designing, it is possible to integrate with sustainable practice through less wastage, recycling, reusing and re-purposing,” explains Pawan.

“Think sustainable when you suggest a design concept or material, and try to make it an integral part of the whole planning,” advises Pawan to the VM fraternity in general, urging them to play a more proactive role in pushing for sustainable practice. 

Cost 

VMs and store designers however are often limited by the common perception of sustainable being expensive. But Pawan feels this is a misconception. “There are enough examples to show that following a sustainable approach is not necessarily expensive and in fact can be cost effective too with proper planning.”

Mindset 

So then the question arises: Why is sustainability not more commonly practiced? “It’s a mindset issue,” says Pawan going back to the central issue of intent. “Being eco-conscious has to be part of the thinking. It’s better to be at least 20% sustainable rather than being zero percent sustainable and this requires the will to do it,” he points out while zeroing on the most crucial factor in making sustainability a reality - Mindset.

Availability of solutions

Pawan also highlights the other important aspect - availability of sustainable solutions and here he points to the role solution providers can play in making available sustainable alternatives and drive demand for them. “When Store designers and visual merchandisers propose sustainable designs, they need to be able to find the right solutions to support them. So solution providers need to make these alternatives available,” he says.

Well, Pawan’s take is clear: Mindset and intent combined with availability can drive sustainability ahead in the retail space, and store designers and VMs can definitely play a key role here.