Counter Culture: The Under-Appreciated Evolution of Surface Design in Architecture

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Checking in for a well-deserved vacation, laughing with buddies over a cup of espresso, or selecting the right present for a liked one — these moments, these vibrant snapshots of life, unfold numerous instances every week. Regardless of their variations, all of them have one factor in widespread: a counter.

Whether or not you’re perched on a stool catching up on the most recent information, swiping your bank card at a division retailer, or cooking up a storm within the kitchen, the standard counter is all the time there, supporting us each actually and metaphorically. However why? Why, in an age brimming with cutting-edge expertise, will we stay so enamored with these massive, usually imposing buildings? What’s it about these steadfast surfaces that captures our hearts and permits them to endure?

The journey of the store counter begins, like many issues, within the historical marketplaces of Mesopotamia, Egypt and Greece. Retailers displayed their items on easy tables, and these rudimentary counters served the fundamental objective of facilitating commerce. As society developed, so did the counter. The Renaissance interval introduced a surge in consumerism, resulting in extra everlasting and elaborate counter designs. These counters weren’t simply purposeful but in addition symbols of standing and prosperity.

Apple Battersea by Foster + Companions, Battersea, Better London, United Kingdom | Jury Winner, twelfth Annual A+Awards, Industrial Retail | Pictures by Nigel Younger

The twentieth century marked a big shift, because the design of store counters started to mirror developments in ergonomics and buyer psychology. Counters moved on from merely being seen as a base for in-store retail transactions to turning into one thing rather more worthwhile when strategized correctly.

At the moment a lot of our retail commerce has shifted on-line, and so some manufacturers have ingeniously reimagined the normal counter, remodeling it into an important a part of the in-store expertise. This innovation showcases the distinctive worth of bodily retail areas. A primary instance of this evolution is the Apple Retailer. Whereas these shops eschew typical retail counters in favor of handheld, satellite tv for pc fee methods, they’ve preserved the counter’s significance by way of the Genius Bar, which performs a pivotal function of their retailer design and performance. Prefer it or not, Apple has turned the counter into an integral a part of its model expertise.

The transformation of counters from mere transactional factors to facilities of significant interplay entails meticulous consideration to element of their design. Counter heights, performance and supplies are not afterthoughts however vital parts that endure important scrutiny. This evolution displays a broader understanding {that a} one-size-fits-all method is inadequate. Designers now prioritize adaptability and a eager understanding of person demographics to make sure that counters meet the varied wants of each clients and workers.

Stand Up Udon Noodel by sawa architects, Jingumae, Shibuya Metropolis, Japan | Jury Winner, twelfth Annual A+Awards, Restaurant (S <1000 sq ft). 

One key side of recent counter design is adaptability. Counters with adjustable heights can accommodate folks of various statures, thereby selling inclusivity and acknowledging that, the truth is, one measurement definitely doesn’t match all. Built-in steps or movable sections additional improve this adaptability, permitting counters to serve a number of features and facilitating ease of interplay. Being considerate in design ensures that everybody can comfortably have interaction with the counter, making a extra inclusive and welcoming surroundings.

Furthermore, the selection of supplies can play a vital function in enhancing the counter’s attraction. Surfaces now should be not solely sturdy but in addition nice to the touch and expertise. Gentle-touch surfaces and anti-fatigue mats are examples of improvements that prioritize consolation and well-being — these thoughtful design selections encourage longer and extra significant interactions. The counter turns into a spot the place clients linger, have interaction in conversations and construct connections whereas capturing the broader want for human-centered design. By making counters extra accessible and cozy, designers create an inviting ambiance that enhances buyer satisfaction in addition to worker effectivity.

SKP Chengdu by SYBARITE, Chengdu, China | Jury Winner, twelfth Annual A+Awards, Industrial, Buying Heart | Pictures by Nick Kuratnik

For those who’ve ever wandered round a retailer for ten minutes on the lookout for the checkout, you’ll perceive that the positioning of counters is a vital issue. One that may dramatically affect the move and effectivity of varied environments and is commonly cited as one of many arguments for his or her removing. To be nicely seen, they need to be too huge, too cumbersome. Nowhere almost so simple as a wandering salesperson with a pill. Nonetheless, by optimizing counter placement with meticulous planning to make sure clear signage, unobstructed pathways and strategic places, and guaranteeing these parts efficiently work collectively, the counter can really help in facilitating easy site visitors move, enhancing interactions and higher service supply.

In retail environments, strategically positioned counters assist clients navigate the shop with ease, permitting them to search out what they want rapidly and comfortably. Logical placement of counters streamlines the buying expertise, making it extra pleasant and environment friendly. You won’t comprehend it, however due to a fast and straightforward go to, a accurately positioned counter could possibly be the explanation you come back to a specific retailer over one other.

Monasty by Not a Quantity Architects, Thessaloniki, Greece | Jury Winner, twelfth Annual A+Awards, Industrial Interiors (>25,000 sq ft) | Pictures by Yiorgos Kordakis

In hospitality settings similar to accommodations and occasion venues, the strategic placement of check-in counters performs an enormous function in guaranteeing a easy and nice arrival expertise. These counters are designed to deal with excessive volumes of site visitors effectively whereas sustaining a welcoming ambiance. Considerate format designs that may embody a number of counters with various features in several positions enable designers to respect pure human actions and behaviors, making the surroundings extra intuitive and user-friendly.

Whereas the bodily design and placement of counters are a part of what makes them such helpful instruments within the designing of public areas, the psychological impression of counter design can’t be overstated. Like early merchants who embellished their counters to venture a picture of wealth and trustworthiness, trendy retailers perceive the facility of visible engagement. Counters are sometimes a focus, making them prime spots for branding and advertising and marketing, remodeling them from purposeful surfaces into dynamic gross sales instruments.

Slabtitude by Vaslab Structure, Bangkok, Thailand | Well-liked Winner, twelfth Annual A+Awards, Restaurant (S <1000 sq ft) | Pictures by Spaceshift Studio

Interactive parts are actually a cornerstone of counter design. Touchscreens, product samples and interactive shows maintain clients engaged whereas they wait, offering info and inspiring purchases. These options flip ready time into worthwhile advertising and marketing alternatives, enhancing the shopper expertise and subtly influencing buying selections. Incorporating expertise has remodeled counters from locations for transactions to vibrant, partaking areas that drive gross sales and foster model loyalty. Thus, counters have develop into essential parts of recent retail and repair environments.

As we proceed to evolve, the standard counter stays — an everlasting worth of considerate design in our on a regular basis environments. Regardless of the advances in expertise and modifications in retail landscapes, the counter displays our ongoing want for areas that facilitate interplay, present consolation and improve our experiences.

The votes are in, and Architizer is thrilled to unveil the winners of the A+Product Awards! Register for Architizer’s A+Product Awards Publication to obtain future program updates.