Objective
Create an environment reflecting Spencer’s on-trend attitude of edgy, iconic and unique product collections. Showcase new trends in popular culture to “adolescents of all ages.” Reinforce the message that Spencer Gifts is the destination for entertainment, excitement and fun.
Result
The new store environment focuses product and visual merchandising around stories and theme lines versus more traditional classification strategy. Post-industrial and loft-like in character, the space is intimate and immersive, not unlike the spare room over the garage or “my own” corner of the basement.
Design Elements
- The authentic limestone and brick storefront façade creates the illusion of an urban back alley haven with an industrial metal roll down security gate also functioning as the storefront signage.
- An industrial catwalk element divides the store into a series of zones and has the ability to hang feature slatwall panels off of it to provide flexibility for the expanding and varying nature of the product.
- The lighting is highly focal, brazen and dramatic, enhancing shadows and color, while taking into account the need for lower light levels to accentuate the wide variety of lighting and light-affected merchandise.
- The use of graffiti and “hazardous materials” color palette plays into the store’s edgy and provocative look - created by a true street artist, the storefront graffiti lends edginess to the typically more conservative mall environment.
- The stained concrete floor was finished with a rust effect to further augment its industrial feel.
