-By Wolfgang Gruschwitz, gia Expert juror

Feng shui means wind and water. Even though feng shui is no longer a new topic in the Western world, it is a timeless concept that truly works, regardless of whether one believes in it or not.

Feng shui is the result of centuries of observations of human behavior in its living or working environments, documented only in simple, partly ancient writings. And because it cannot be scientifically proven, Western culture is hesitant to accept it. In fact, it can be unsettling for us.

But in effective store design, we are not concerned about the spiritual aspects of feng shui. Instead, we can easily apply some basic feng shui concepts without spending large amounts of money.

Let's Start With the Store Entrance …
It must smell good, because it is the mouth of the store, the opening for the customer (the food for the store) to enter through. The store's energy enters through the door, and if the customer doesn't feel good or safe in the environment, the shopping experience will be more difficult.

The store's entrance should be large, without any barriers. This includes display cases as well as product bins. It even applies to special sales that only rarely and as exceptions should be placed at the entrance.

The entrance should be brightly lit. Shoppers will only want to enter a store that they are very aware of. If you succeed in drawing a shopper into the store, and she doesn't really know why she entered, you have reached your goal.

If the entrance is too narrow or uninviting, adding elements such as trees or special lighting can help optically enlarge and enhance the entrance.

Attractive carpet runners that mark and emphasize the entrance show the customer the way to go. The Qi (energy) of the store is being guided. An obstruction at the entrance, such as a column, can be overcome by the strategic placement of mirrors. Rounded shapes, extra lighting or special color accents can also help solve such problems.

Windows
The windows are the eyes of the store. They have to shine and radiate energy. This is where your products must create curiosity and motivate the shopper to enter the store -- create a lust for more!

Store Interiors
Lights have to be set just right and should not be glaring; otherwise the energy may be drawn to the outside of the store. The lighting should guide shoppers inside. In fact, proper lighting increases toward the walls where higher-priced goods are displayed with greater intensity. In order to guide Qi, merchandise must be in the spotlight and lit accordingly. The eyes of the shopper must be guided so that she will stop at those displays that are most important. Depending on how it is applied, colored lighting can have a calming or an agitating effect, which will in turn either encourage energy or discourage it. Correctly placed colored lighting will make the shopper's path interesting and create positive emotions.

Materials used for displays should not only be authentic but should also complement the merchandise. Creating harmony among the complementary display elements is important. Destructive elements are considered "shockers" in the world of visual merchandising, and should only be used temporarily and rarely. A feel-good ambience will always harmonically mix materials, colors and lighting.

Water
Feng shui philosophy says water in the entrance area enriches Qi and promises success and fortune. Applying this knowledge to retailing means that the sales environment is improved with water present. It provides some humidity during the dry winter season, preventing skin and the throat from being scratchy from dry air. Thus, the sales staff will stay healthy and customers will be more motivated. In the summer, water becomes a refreshing and cooling element. Flowing water is preferable to still water because flowing water demonstrates movement and reminds us that everything in life is fluid. It is optimal for water to flow into the sales environment in order to draw Qi into the store's interior. In fact, water renews energy and shows how vibrant the store is.

Plants
Whether using living or fake plants, the most important thing is that the plants look fresh and alive. Flower arrangements warm the heart, and a rose bouquet at the cash register says "thank you" to the customer. Everyone delights in the gift of a rose, and if the thorns have been removed, this gift becomes even more thoughtful and meaningful.

A beautiful bouquet of flowers at the entrance says, "Welcome, we are glad you're here." Thorny plants or sharply pointed leaves like those of cacti and Yuka Palms don't belong in the store as they convey conservation and remind shoppers how hard life can be. Plants also don't belong in window displays as the temperatures can be extreme, and nothing is worse for promoting sales than seeing a wilted plant or a dead flower.

Orientation
Qi is active when it can easily find its way and direction. When obstacles are in its way, they impede its flow. If Qi cannot flow properly, it loses energy and vitality, leading to Qi's complete cessation. Qi is oriented counterclockwise and is comparable to a riverbed. Large obstacles block the flow of Qi until pressure builds up. This is not good retail technique because when the customer senses pressure, she will escape, taking her money with her.

A clear-cut floor plan that attends to all the basics -- like optimal viewing angles and merchandise displays that allow customers to easily reach products -- will be conducive to increased sales. Signage, lighting, color and materials have the same impact on the shopper's orientation and thus inclination to buy.

The Importance of Positive Energy
When the history of the physical store (building) has positive energy, a "morphic field" of positive energy is created that will have an effect on the success or fate of the store or its personnel over the long-term. With a good past and present, Qi is positive and will want to return. This is the point where belief in the spirituality of feng shui enters, but it cannot be denied that specific events can have a positive or negative impact on a store's image. Regardless of belief, store managers should be concerned about shoppers' well-being, to promote the creation of positive energy as much as possible that will in turn entice shoppers to buy. A balanced Yin and Yang will ensure your store's long-term success, and by implementing just a few of the aforementioned measures, even greater success will follow.

Wolfgang Gruschwitz is Managing Director of the Gruschwitz Corporation -- based in Munich with offices in Vienna and Moscow -- which offers full-service retail design expertise to retailers. The Gourmet Retailer Magazine is the exclusive sponsor of gia U.S.A. (Independents Category). The Global Innovator Award program honors housewares retailing excellence in close to 25 countries around the world. Its global sponsor is the International Home & Housewares Show which honors this year's gia winners at its fair, March 22–24, 2009. For more information on the gia program, visit www.housewares.org/gia or contact mmoran@gourmetretailer.com.