Objective
To add life and iconicity to the brand, lending a sense of energy, renewal, and innovation to inspire its core customer and to expand the brand demographic and psychographic target.
Result
In this prototype and its boutique-like texture, the environment creates a series of proprietary touchpoints (drawing from the use of materials, geometries and personalities) differentiating between the fashion-forward and classic sub-brands.
Design Elements
- The storefront has been updated from dark colors to a fresher backlit white glass with stainless steel letters. Large front windows provide more natural light filtering in the space, giving it a more urban and accessible feel.
- The store has been reorganized to have a more casual and meandering layout with fresher décor. Organic curving shapes help move shoppers through the store. Zones define the dressy casual vs. weekend wear, in a format that allows the multi-brands to work together.
- A neutral palette helps define the zones between dressy casual and weekend wear. Splashes of color, textures, wall coverings and floor finishes define the areas; for instance, while porcelain tile is in the more formal zone, dark wenge wood-like porcelain tile accents casual wear areas. In the casual area, feature leather nesting tables are combined with eclectic antique pieces.
- Casual zones have exposed ceilings and curved walls to differentiate the areas. Semi-concealed spaces throughout lend an element of surprise to shoppers.
- Organic forms (such as the chrome spiraling display rack) bring a new contemporary style to the brand. Cantilevers, molded and organic shapes, unique applications and materials stretch the functional design parameters of traditional European retailers.
- Improved efficiencies in utilities reduce energy consumption up to 70% over its peers, making this a more eco-friendly space.
