Retail Column by Heidemarie Kriz, Point of Sale Doctor and Retail Architect (KRIZH, POSitive Affairs)
It is almost like “back in the day”, when everything was a bit decelerated, and the focus was on quality, satisfaction, and togetherness. In the midst of the pandemic, a special place was created at number 68 that consciously embodies and celebrates such appreciation and growth: Calienna.
“Calienna” is a combination of California and Vienna, the two worlds from which the creators of this oasis, Miri and Christian Cervantes, come: The Californian lifestyle, with its optimism, openness, and positive attitude meets Vienna, with all its beauty, intellect, and culture. The Austrian and her Californian husband quit their jobs at agencies in various cities, such as Los Angeles, New York, and London, in order to work on their passion project. They have created a feel-good place – a modern urban jungle for botanical and intellectual growth. At this address, you will find a garden, a store, a café, a creative studio, and a place to meet and interact.
With Love and Passion
Rarely have I seen a larger selection of unique plants from different regions of the world. Never have I been better advised on the preferences of these new “roommates” than here. Lovingly interspersed among the potted plants is a curated selection of books, fragrances, and other items that help us reconnect with each other – and nature. It is advisable to allow for some time to enjoy the selected assortment of beverages, too. Traces of love and passion can be found everywhere, including in the coffee variety, which comes from a place in Mexico that has a close connection to the operators of Calienna. Nothing was left to chance – every detail was deliberately chosen. The landlords not only have a long-standing agency background, they also know what makes their team and customers happy.
We All Grow Together
Visitors can expect to be excited by other special features, such as new mixtapes that feature a selection of favorite songs, a gallery currently undergoing completion, and a web shop that is soon to be expanded. Many more ideas are certain to arise. Additionally, the owners focus on nourishing satisfaction and find showing customers how to smile even while wearing a mask important. That, in itself, is wonderful.
My tip: Calienna is a good example of “living your dream instead of dreaming your life”. Customer behavior has changed during the pandemic – doubts about the necessity of material possessions have arisen. On the other hand, personal well-being and inner satisfaction have become increasingly important. The awareness of enjoying the moment and the concept of sustainability have become more and more relevant. That has naturally also had an impact on the point of sale, the issue of product selection, and product presentation. Deliberately go off in new directions and be courageous, because it will be rewarded. Try something new and talk to your customers about their wishes and expectations. Make your customers and, thus, yourself happy.
About Heidemarie Kriz
In this monthly retail column, retail architect Heidemarie Kriz shares with us her Retail Shop Tip and lets us know her thoughts and expertise regarding her experiences visiting some of the latest and most innovative shops. Heidemarie Kriz has been an architect and shop designer for more than 25 years. For decades, she has held senior positions with major brands across Europe, but she has also worked as a freelance concept designer, an architect, and a consultant specialising in shops, furniture design, customer and purchasing behavior, and visual merchandising. Kriz and her team of experts specialise in retail concepts, analysis, and holistic advice in the retail sector.