VMSD201110

APRIL 2008

Experience Retail NowExperience Retail NowExperience Retail Now

OCTOBER 2011vmsd.com

The North Face dials up the action

Is the green retail movement still alive?

Express rolls out a new fashion format

Restaurants dish up designs with a viewPALATE PLEASERS

®

FEVE RESIN

2 OCTOBER 2011 | vmsd.com

F E AT U R E S

20 SUSTAINABLE MOMENTUMVMSD’s exclusive Q&A with retailers and designers on the future of green retailing.

24 MOTION PICTURESThe North Face packs action graphics and natural materials into its new store in Indianapolis.

30 GRAZING IN THEIR OWN BACKYARDSJaw-dropping locations are just one of the main ingredients in these global restaurant designs.

38 THIS EXPRESS GOES UPTOWN AND DOWNThe fashion retailer introduces a new store concept that’s as stylish for malls as it is for urban storefronts.

On the cover Located atop New York’s Eataly, La Birreria serves up a full craft microbrewery with breathtaking views of the city from an open dining deck.

PHOTOGRAPHY: ALEC ZABALLERO, NEW YORK

C O L U M N S

4 FROM THE EDITOR

6 VMSD EDITORIAL ADVISORY BOARD

8 THE GOODS Post-riot London Mall apps Barneys and Gaga Call for PAVE Rising Stars Top shopping avenues

16 DESIGN DETAILROX marries antique details with modern day amenities

18 NEXT STORE Harnessing the power

of digital projection

44 SHOWROOM Green products

55 AD INDEX

56 CHECKING OUT Express vp Michele

La Grego

O N V M S D . c o mExclusives in October

CYCLE KINGPerformance Bicycle pedals forward with a new fi xturing strategy

PERFECT SETTINGMore on ROX’s new jewelry fl agship in the U.K.

OCTOBER 2011Vol. 142, No. 10

Experience Retail Now

C O N T E N T S

38

24

Follow VMSD on


F R O M T H E E D I T O RFE

11262 Cornell Park DriveCincinnati, OH 45242P: 513.421.2050 | F: [email protected] | VMSD.com

E D I T O R I A L

Editor Anne [email protected]

Senior Art Director Kimberly [email protected]

Assistant Editor Whitney [email protected]

Editor at Large Steve [email protected]

New York Editor Eric Feigenbaum

European Editor John Ryan, London

S A L E SPublisherU.S. / CanadaMurray [email protected]: 770.578.2577

Business Development ManagerInternationalPatricia [email protected] G. Rossini 16, 21100 Varese, ItalyP: +39.0332.240285

C O R P O R AT E

President Tedd Swormstedt

Design Group Director Kristin D. Zeit

Audience Development Director Christine Baloga

Production Coordinator Keri Harper

Senior Event Manager Kristy Lohre

Director of Book Division Mark Kissling

Reprint Information 800-925-1110, ext. 399

S U B S C R I P T I O N S E R V I C E S

P.O. Box 1060 / Skokie, IL 60076P: (847) 763-4938 / F: (847) [email protected]

Leave Me Wanting MoreGreat experiences are about more than just delivering what’s on the menu.

What better way to relax after a successful International Retail Design Conference than spending a few extra days in San Francisco? After months of planning, organizing and then finally putting the conference on, my agenda was quite simple: wine and dining.

There was the dinner that started with a sauté pan full of roasted garlic cloves and several plates of rolls. Then, a fun little hole-in-the-wall breakfast nook that served beautiful sculptures of fruit alongside your omelet and hash browns. The wine tour in Napa. The list (and the calorie count) goes on and on. I love the city and can’t wait to return again. Still, the trip ended on a somewhat sour note.

The final night in town included reservations at one of the city’s award-winning restaurants. The space was industrial and edgy. The menu, mouth-watering. The service, deplorable. As I walked out the door with my stomach still digesting the goat cheese tart, I felt unfulfilled. The entire experience reinforced the notion that it’s not as much what you deliver to customers that counts, it’s also what you don’t deliver.

Anyone who walks into your space – whether a five-star restaurant or a local boutique – has an expectation of that experience. Your goal as designers and retailers shouldn’t be just to meet those expectations. It should be to exceed them.

In a NPR interview with chef Grant Achatz about his new book, “Life, on the Line,” Achatz says his Chicago-based restaurant Alinea has one menu with 23 courses. The average dining stay is three hours. “With that food, we’re trying to tell a story and craft an emotionally rich experience,” he says. “Something that makes people feel.”

An emotionally rich experience is delivered through more than just a well-crafted menu of locally sourced ingredients. There’s the loca-tion, as illustrated in our special section this month on noteworthy restaurant designs from around the globe (see page 30). There’s also the thoughtful customer service, hand-crafted light fixtures or the jux-taposition of wooden wall panels and concrete flooring.

But the point is, it’s not just one of these items. It’s the combination of all of these things that delivers a satisfying experience. Forget one of these details and you’re not much better than a frozen pizza. It’s a lesson worth reminding yourself, whether you’re selling $5 trinkets, $50 entrees or $500 luxury handbags.

EAB V M S D E D I T O R I A L A D V I S O R Y B O A R D

BELAIREDISPLAYS.COM

© 2011 BelAire Displays. All rights reserved.

Maximum impact, seamlessly executed.

Customer experiences that become the stuff

of legend. And influence on the selling floor.

IT’S WHAT

YOU GET.

IT’S NOT JUST WHAT YOU SEE

.

DESIGN/INDUSTRY CONSULTANTSMICHAEL BODZINERPrincipalGensler

JIM CRAWFORDPrincipalTaberna Retail

PETER DIXONSenior Partner, Creative DirectorProphet

BRUCE DYBVADPresidentInterbrand Design Forum

NIKI FITZGERALDVP, Managing Creative DirectorGraphic DesignFRCH Design Worldwide

BRYAN GAILEYVP Retail Design DirectorArc Worldwide

LES HISCOEVP, Retail GroupShawmut Design and Construction

DAVID HOGREFEManaging DirectorFitch

JEFFREY HUTCHISONPresidentJeffrey Hutchison & Associates

DAVID KEPRONPrincipalCallison Global Retail

RETAILERSTOM BEEBEVP, Creative ServicesHMX Group

BEVAN BLOEMENDAALSenior Director, Global Creative ServicesTimberland

RICK BURBEEDivisional VP Home Design/TrendSears Holdings Corp.

DAWN CLARKVP, International Store DesignStarbucks Coffee Co.

TIM COXDirector, Creative ServicesPublix Super Markets

MATT DAVISONDirector, Store Design and PlanningKohl’s Department Stores

LINDA FARGOSenior VP, Fashion Director and Store PresentationBergdorf Goodman

TRACEY FINGERSenior Manager Retail CreativeApple

JASON FLOYDDirector, Store DevelopmentGameStop Inc.

AMY GARRIGANVP, Marketing and BrandFamily Christian Stores

ALISON GUYRetail Design DirectorMcDonald’s USA

BETH HARLORAssociate Director – CBDi Design Procter & Gamble

JACK HRUSKA Executive VP, Creative ServicesBloomingdale’s

VICTOR JOHNSONDirector, Store EnvironmentWhite House | Black Market

JEFFREY KEYStore Environment Manager - Store PlanningLowe’s Companies Inc.

HAK KIMDirector of Store DesignTumi

JAY KRATZArchitect, Senior Design ManagerStore DesignLuxottica Retail

SHARON LESSARDChief Design OfficerSuperValu Inc.

DAVE LINDSEYCorporate VP, Store PlanningNordstrom

DAVID MILNEVP, Architecture and DesignCarlson Restaurants Worldwide

TRACEY PETERS National Visual and Merchandising ManagerHolt Renfrew

STEPHANIE PICONEVP, Marketing/VisualIZOD Retail

KEN PRAYDirector, Store DesignThe Kroger Co.

REGINALDO REYESSenior Design LeadTarget

KEVIN RUEHLEStore Layout, Senior Director, Prototype Design & EvolutionWalmart

JAMES SLOSSVP, Design|SPACEMacy's Inc.

TODD TAYLORDirector of DesignDarden Restaurants Inc.

JAN TRIBBEYVP, Store Design & Construction Victoria’s Secret StoresLimited Brands

MIHO KOSHIDOCreative DirectorJGA

KEVIN O’DONNELL FounderThread Collaborative

TARA O'NEILChief Creative OfficerPerennial Inc.

LEE PETERSONExecutive VP, Creative ServicesWD Partners

TODD ROWLANDDirector of Design, RetailLittle

RANDY SAUERPrincipalMulvannyG2 Architecture

BRIAN SHAFLEYPresidentChute Gerdeman

RANDALL STONESenior PartnerLippincott

DIMITRI VERMESVPCBX

RACHEL ZSEMBERYSenior AssociateBergmeyer Associates Inc.

86 6 .6 4 5. 70 32 e x t . 327m o n d o m a n n e q u i n s . c o m

B O U T I Q U E

MONDO_VMSD_FINAL_OCT_2011_.indd 1 8/26/11 9:55 AM


entire inventory looted. “Things were bad inside – there was a lot of mindless vandalism as well as the loss of the stock,” says store manager Dave Cheek.

Initially, the windows were boarded up, the store was restocked and a sign reading “We Are Open” was put over the door. Then, local police cadets painted the boarded windows in bright colors.

Evans Cycles is part of a large chain and has therefore been able to recover quickly. But in spite of the grants that have been forthcoming, a more seri-ous question mark remains over some of London’s smaller mom-and-pop stores that were raided, which often lack adequate insurance. For some of them, the future continues to look bleak. The Association of British Insurers estimates that the riots will cost insurers around $325 million when all claims have been settled. – John Ryan

It’s been a few months since London was convulsed by riots where, in many areas of the capital, retailers bore the brunt of the damage. At the time, it was hard to imagine that things would return to normal anytime soon.

But help has been coming forth on both the national and local levels. Two days after the final riot, Prime Minister David Cameron granted a $32.5 million support scheme to help affected busi-nesses get up and running. A few weeks later, a “high street fund” of $5 million was unveiled by charitable donors to help small businesses with cash flow prob-lems by giving them grants of around $3250 each.

The efforts are helping retailers, such as north London’s Evans Cycles (above), get back on their feet. The cyclery was badly hit on August 9, when all of its large glass windows were smashed and its

TG THE GOODS

Edited by Anne DiNardo

JOH

N R

YA

N,

LON

DO

N

London Retailers Get Back on Their Feet

© GE 2011

Production Notes:

PDF-X1a needed

INSERTION DATE

10.01.11

JOB NUMBER & COMPONENT

10718_11-OPTI GE Lighting_LED_ VMSDApproval Initials Date

Designer/AD

CD

Quality Assurance

Proofreader

Production

AE

FINAL APPROVAL

PUBLICATION

VMSD

CREATIVE DEPARTMENTClient: General ElectricDivision: General Electric Project: LED PrintFlat Size: 0” x 0”Trim Size: 8” x 10.875”Live Area: 7.5” x 10.375”Bleed: 8.25” x 11.125”Line Screen: 150

COLOR: 4 Color BW 2 Color Other

IMAGE: Low Res Hi Res Retouched Purchased Approved Retouched

Approved

AEsDELIVERABLES:

Laser

Comp

PDF

PDF (No Slug)

JPG

Flash

Native Files

Prepared by:

1370 W 6th St, 3rd fl oorCleveland, OH 44113216.574.9100

If you’re thinking of making the switch to LED lighting, think carefully about who’s making your lamps.

Built into every GE LED energy smart® replacement lamp are over 125 years of experience, reliability, and innovation in lighting—that lasts. Sweet.

When you think LED lighting, think GE.

Visit GELighting.com/ThinkLED to learn more.

Think all LEDs are the same?

For more in-depth knowledge,snap the QR code and link to more

detailed LED Lighting information

GELighting

a GE commitment

10718_11-OPTI GE Lighting_LED_ VMSD.indd 1 8/30/11 2:31 PM


T H E G O O D STG

QUOTE

Ever stood in the middle of a mall wondering where you could find the perfect pair of heels to comple-ment the new dress you just bought? Or the closest place to buy your favorite cologne? Los Ange-les-based Westfield Group is help-ing shoppers simplify that search at its 55 malls with a product search feature on its free Westfield App.

Using Google Commerce Search, shoppers can browse the merchandise offerings via their smartphones. For example, a West-

field shopper could enter “gold sandals” in the search bar and see a list of sandals available from the various retailers located in the Westfield shopping center. Product results can also be sorted by relevance, retailer and price.

“Whether the shopper is looking for a very specific product or general back-to-school merchandise, the ability to search retailer products effortlessly is of real benefit,” says Gary Williams, senior executive vp, management and marketing, Westfield.

Holiday GagaBarneys New York sparked excitement for the holiday season a little early this year when it announced in August that it’s joining forces with Lady Gaga for its 2011 holiday windows cam-paign. Under the theme “Gaga’s Workshop,” the luxury retailer will dedicate an entire floor of its men’s store to the holiday initiative along with its Madison Avenue windows.

“Partnering with her in this unprecedented collaborative way to create the largest and most all-encompassing holiday theme that Barneys has ever mounted is a thrill,” says ceo Mark Lee.

Gaga fan or not, any buzz about retailers’ all-important sales season is good news.

“ I have always said if there ever came a day when I could no longer meet my duties and expectations as Apple’s ceo, I would be the fi rst to let you know. Unfortunately, that day has come.”

– STEVE JOBS IN HIS RESIGNATION LETTER TO THE APPLE BOARD OF DIRECTORS AND THE APPLE COMMUNITY, AUGUST 24, 2011

$5626 $2974 $1820 $1731 $1009

SHOPPING THE MALL JUST GOT BETTER

Source: RetailSails, an insight and analysis company covering the U.S. retail industry

Sales EnvyThe top five U.S. chains by highest retail sales per square foot:

CO

UR

TE

SY

OF

BA

RN

EY

S N

EW

YO

RK

CODE: DTG-11-1A R1 PUB/POST: VMSD; DDI – Due 8/30 PRODUCTION: Michael Eibner LIVE: 7.5 in x 10.375 in

DESCRIPTION: Dupont Tyvek Ad – Tradeshow Version WORKORDER #: 002964 TRIM: 8 in x 10.875 in

Delivery Support: 212.237.7000 FILE: 01B-002950-01A-DTG-11-1A ALT 1.indd SAP #: DUP.DUPPT.11012.K.011 BLEED: 9.25 in x 11.125 in

Art: DUP11003A_001A.ai (Up to Date), 1859061-1-BW.psd (Gray; 5881 ppi; Up to Date), feather-BW.psd (Gray; 482 ppi; Up to Date), palette.ai (Up to Date), DUP-DuPont Tyvek vivia-4C.ai (Up to Date)

YOUR RETAIL GRAPHICS AND YOUR SUSTAINABILITY REPORT. When you choose DuPont™ Tyvek® for your in-store and outdoor posters, displays

and banners, you get vivid yellows, deep reds, brilliant blues, intense greens and something else—a substrate that can be recycled into park benches, landscape materials, drainage pipes

and much more. And that makes for a brighter sustainability report. Tyvek®, exclusively available through the LifeCycle Based Solutions Authorized Printer Network, makes you wonder,

what will your retail graphics come back as? To fi nd an authorized printer today, visit www.tyvekretail.dupont.com

Retail Inspired by ScienceVivid colors. Versatile. Recyclable. Lightweight

strength.

Two ways to turn competitorsgreen with envy.

▼

▼

Copyright © 2011 DuPont. All rights reserved. The DuPont Oval Logo, DuPontTM and Tyvek® are registered trademarks or trademarks of E. I. du Pont de Nemours and Company or its affi liates.

SGIA Booth#2033

TG T H E G O O D S

Call LEE Filters for more information

Tel: 800.576.5055leefiltersusa.com/architectural

twitter.com/leefilters

Designed specifically to color correct energy efficient light sources.

Visit us at: Globalshop Booth No. 3038

4894 LFUS_VMSD_Ad_Dichroic_Feb.indd 1 02/02/2011 09:15

Calendar RECon Asia 2011 November 2 - 4, Shanghai, Chinawww.icsc.org/2011APC/index.phpAttracting the world’s major retail executives and leaders in retail development, leasing, management and lending, as well as experts from academia and government officials, the convention is designed for retailers and developers interested in the Asian retail market.

A.R.E. Retail Design CollectiveDecember 7 - 9, New York www.retaildesigncollective.com7 W New York will serve as the headquarters again for the industry’s annual showroom event in December. This year’s Retail Design Collective will also feature several conference sessions, including VMSD’s session on Fifth Avenue flagships, a color and materials trend seminar and a “Next Gen” event on the retail design market’s emerging leaders.

New York HighsScore one – make that four – for New York. The city houses four of the priciest streets for shopping, according to a new report from Cushman & Wakefield Inc. (New York).

For the 10th year in a row, Fifth Avenue tops the list as the most expensive shopping street in the world. Times Square, East 57th Street and Madison Avenue also made the list’s top ten.

“New York is the top of everyone’s list as a global destination,” says Gene Spiegelman, an executive vp at Cushman. “Retailers believe in having a brick-and-mortar flagship store as part of their identity and many want them on Fifth Avenue.”

Also noteworthy, Fifth Avenue’s rents are 16 percent higher than those along Causeway Bay in Hong Kong, the second-most expensive street according to the report.

CO

UR

TE

SY

OF

EM

IN K

ULI

YE

V /

SH

UT

TE

RST

OC

K.C

OM

C

M

Y

CM

MY

CY

CMY

K

paveGalaAdOctober.pdf 1 8/30/11 8:06 PM

RISING STAR 2011

NOMINATE A RISING STAR The Planning and Visual Education Part-

nership (PAVE) is looking for nomina-

tions for its 5th Annual Rising Star Award

to recognize young retail visionaries.

Retailers are invited to nominate

individuals under 40 years of age work-

ing in retail design, visual presentation or

contract design who are proven innova-

tors and leaders among peers.

Electronic submissions must be

received by October 14, 2011; the entry

form can be found at www.paveinfo.org/

competition/risingstarform.cfm.

Finalists will be recognized and the

winner announced during the annual

PAVE Gala, on Dec. 7, 2011, at Cipriani

Wall Street, in New York. For more infor-

mation, visit www.paveinfo.org.

BOOKSHELF

STORES AND RETAIL SPACES 12The editors of VMSD present the lat-est collection of award-winning store designs through the winners of the Retail Design Institute’s annual competition. Awards include the best in store plan-ning, visual merchandising, architecture, lighting, materials and graphics. $39.95.

To order, visit www.bookstore.stmediagroup.com. x

847.6244


DD

1 GLASS CEILING The 4500-square-foot fl agship is divided into two levels – the fi rst with consultation booths and a brand wall, and the second (shown here) with a private viewing area. The store’s 1615-square-foot mirrored ceiling is made from 240 hand-cut pieces of fl at glass.

2 LIGHTINGNatural light fi lters through two 160-year-old pieces of green stained-glass serving as skylights. Additional illumination comes from a mix of halogen, LED and metal halide sources.

3 FURNITURE Custom-upholstered wing chairs and sofas are constructed from solid beech, while the side tables are made from hand-turned sheesham wood.

ROX Glasgow, U.K.

Concept: This jewelry flagship accents diamonds in a plush hospitality setting.

For more images of ROX, visit vmsd.com.

D E S I G N D E T A I L

By Whitney Harrod

RE

NZ

O M

AZ

ZO

LIN

I, G

LAS

GO

W,

U.K

.

1

5

6

vmsd.com | OCTOBER 2011 17

4 FLOORINGA mix of fl ooring materials help demark areas on the second level, including long pile carpet in the two seating areas and gray oil-stained European oak in the sales area. White resin composite quartz tile can be found on the fi rst fl oor.

5 DISPLAY FIXTURESPainted antique cabinets, originally marketed as wardrobes, house delicate product along the wall. Custom glass table displays let customers browse the diamond selection from various angles.

6 CHAMPAGNE BARA Moët-sponsored diamond bar encourages customers to relax with a glass of bubbly while admiring surrounding gems. “The bar lets people understand they can spend time here,” says Ross Hunter of Graven Images, which designed the space. Since the redesign, sales have increased by 60 percent. x

PROJECT SUPPLIERSRETAILERROX (U.K.) Ltd., Glasgow, U.K.

DESIGNGraven Images, Glasgow, U.K.

CEILINGSGlass Age, Glasgow, U.K.

FLOORINGDomus Tiles Ltd., Surrey, U.K., Surface +, Glasgow, U.K.

FURNITUREDesio, ParisMorgan Furniture, Hampshire, U.K.Niki Jones, Glasgow, U.K.Dutch Connection, Manchester, U.K.

For a full list of suppliers, go to vmsd.com

2

3

4


tal and what’s physical into a seamless design.One recent high-profile example of digital paint

was introduced into Walt Disney World’s iconic fireworks display over Cinderella’s castle. A Disney-based story is projected onto the front of the castle from a group of high-definition projectors. The scenes blend into the physical environment with characters climbing up towers and around windows and “fireworks” shooting across the front of the castle

in concert with the real fireworks up in the sky.Other designers have used digital paint on inte-

riors to replace wallpaper and signage. Add enough projectors and you can even create a “Star Trek” holodeck-like experience where every surface around the viewer is digitally enhanced and immersive.

Small & streamlinedBut just as projectors have gotten powerful enough to catapult the shopper into a 24th Century, virtually enhanced environment, they’ve also shrunk down to tiny proportions. This enables designers to integrate digital projection into previously impractical places, like individual shelves, displays and wall niches.

This evolution in projectors has led to a slimming down in all areas, including resolution, brightness, power consumption and, most importantly, price. Called “pico projectors,” these tiny marvels are about the size of a cell phone and range in price from $100 to $400. They generally use LEDs or lasers in lieu of the traditional LCD technology to create colors, which results in a dramatically dimmer image.

But they can be used to bring the concept of the digital fixture to life, allowing individual shelves, gondolas and surfaces to display digital content from a tiny device to a roughly 15-square-foot area.

Game ChangerDigital projection brings “thinking outside the box” to a whole new level.

N E X T S T O R EBy Jim Crawford

DIGITAL SIGNAGE IS hardly a new idea in retail design. In fact, many of us have had the experience of walking through a store and, upon seeing a par-ticularly clunky kiosk or blocky plasma TV bolted onto a fixture, thought to ourselves, “2003 called and wants its digital signage back.”

The biggest problem isn’t digital signage as a con-cept. It’s the tools designers think of as digital signs. The core underlying technologies that power visual

displays have shifted radically in the past decade, yet somehow our vision for applying those technologies to retail design remain stuck in the past.

But a new concept has arrived that opens a num-ber of doors for today’s store designers if applied in innovate ways: digital projection. Recent advances in this technology have pushed the capabilities of digi-tal projectors in two paradoxical directions, as the big have gotten bigger and the small have gotten smaller.

Big & boldFirst, let’s look at the big. Today’s larger-format projectors are capable of ultra-high resolution pro-jection with enough light to show clearly in all but the brightest sunlight. When combined with the sophisticated 3-D rendering capabilities of today’s computers, designers now have at their disposal “digital paint” that can be overlaid on both interior and exterior surfaces.

What makes this such an intriguing concept for designers is that unlike previous projection that showed on a screen (either a 4:3 or 16:9 widescreen), digital paint appears directly onto the environmental surface. It’s not constrained to a rectangle-box shape. This means that unique geometries, like curves and corners, can be digitally painted, blurring what’s digi-

NS

CO

UR

TE

SY

OF

OB

SC

UR

A D

IGIT

AL

; C

OU

RT

ES

Y O

F T

AB

ER

NA

RE

TAIL

Digital projection can bring new surfaces

to life, as shown here with digital paint

applied to the Sydney Opera House (left) and video integration with

a product display.

Pico projectors can also be integrated into any type of fixture design and, similar to digital paint, are not limited to rectangular shapes. The low light output of pico projec-tors means that light escaping the edges of irregular shapes isn’t noticeable. Some units even have an infinite focal plane that can wrap around any shape, so instead of a “flat screen,” retail fixtures like mannequins, columns and 3-D shapes can become canvases for video content.

The potential applications for the creative designer abound, especially when combined with business analy-tics and decision-making behind the digital fixture solution. Retailers are no longer limited to static promotional signage in the store, as database-driven analytics allow clusters of shoppers to be targeted based on individual conditions. Imagine if shelves could display messaging based on whether the product was in stock or tie-in with product promotions.

New capabilities for designersWhile designers have a long history of using texture, color, material and lighting in designing store environments, digital paint and fixtures change the game. As part of a creative pal-ette, they offer unlimited ability to shape the visual experi-ence, centered on three major shifts to the designer’s toolkit.

1. From static to dynamic: Changes to content can be instant and made with effectively zero cost. You don’t need to wait weeks for store associates to put up new signage when the content can change moment to moment.

2. From still to moving: Digital paint and digital fixtures are not limited to still images. In fact, some of the most com-pelling examples merge full-motion video elements seam-lessly into the physical background.

3. From passive to interactive: Since digital paint and digi-tal fixtures rely on some form of computing power in the background, they can be great displays on top of an interac-tive experience. While we’ll explore next-generation kiosks and interfaces in an upcoming column, in-store digital projection can be changed with anything from an iPad to a hand gesture.

For years, designers have faced a choice: either digital and square, or physical with texture and color. Digital paint brings these two capabilities together for the first time, shattering the tyranny of the “or” and allowing surfaces to come to life through the seamless integration of the digital and physical worlds. x

Jim Crawford (about.me/jimcrawford) is executive director of the Global Retail Executive Council (grec), an international association, and a principal at Taberna Retail, a global retail shopping experience consulting company.

There’s a buzz in the air again. Design firms are add-ing staff. Requests for proposals are coming through. Retail epicenters like New York’s Fifth Avenue and Paris’ Avenue des Champs-Élysées are welcoming new flagships.

So as the industry moves forward, albeit at a cau-tious pace, is green design still part of the conversa-tion?

To develop a picture of the state of green retailing, we brought together retailers and designers to gather their thoughts on how green retail has changed, what challenges still exist and what the future holds.

VMSD: Last year when we took the pulse of the industry,

the sentiment was that green design was slow because

the whole industry was slow. Now that activity is picking

back up, is green design following?

Rachel Zsembery: It’s almost as if the conversation concerning green has changed within the last year. We still find retailers that want to go through a holis-tic approach with LEED certification. But in a lot of cases, it’s more about identifying specific areas where you can make a targeted improvement and then tracking the paybacks for that on an individual basis, which seems a little more manageable.

Todd Taylor: In our world, it never slowed. Regardless of whether you’re going forward with new construc-tion or renovating, there are always opportunities to incorporate the principles from a sustainable perspective. We’ve tried to continue to move in that vein as opposed to stopping because the funds aren’t available.

MomentumSustainable

As the retail industry keeps moving toward a recovery, is green design following suit?

By Anne DiNardo, Editor


designs. But I’m not going out and getting LEED certification, which, frankly, is very laborious and very expensive. So the USGBC, for all its good things, has started a movement.

Kolthoff: I see it the same way as I saw ADA when it first came to light. It came on board and there were a ton of people who had to go get degrees to make sure we knew how to put it into our buildings. And it cost more and everyone was fearful. It’s the same with the green movement. It’s the right thing to do, there is an understanding, there is less fear, there is more suc-cess. But to echo what Todd says, I don’t know that LEED needs to be anything but a conduit to reach established sustainable environments. It is the right thing to do and we will follow those footsteps and keep moving forward with that effort.

Zsembery: With the way that LEED 2012 works, it’s going to be asking for full disclosure from manufac-turers on their products. This is going to completely change the way these companies market and the way they manufacture a lot of products.

What appeal does green design have for retailers? Is it

the marketing benefits or the potential cost savings?

Taylor: I think a lot of companies look at the issue from two sides. Darden is very much in the public eye, so that’s important from a marketing standpoint to say “we’re green.” Is there a direct payback? Proba-bly not. But from a movement forward, I think there’s an intrinsic value. And from a cost savings, if I look at energy-efficient lighting, for example, in one res-taurant alone we can save between $3000 to $6000 a year just changing out incandescent lamps to LEDs.

Lori Kolthoff: I think technology has come a long way, too, and groups like the military and the automotive industry are starting to share that technology and making things available that we didn’t have before. We’re also seeing more retailers asking designers to bring it to the table.

So are retailers the ones pushing green design forward?

Jim Sloss: I wouldn’t say that we’re pushing, but we’ve been reaching out to the vendor community and let-ting them know our interest in doing green design. The more questions we ask, the more we learn how to improve our practices and then we’re a little bit better about our choices in what we specify.

Kolthoff: It used to be that retailers would come to us and ask, “What can we do to give the feeling that we’re environmentally friendly?” That conversation is completely gone. Now, there’s more of a commit-ment and they’re asking, “What’s out there now? What can manufacturers develop for me? What can we do to push the demand for these types of products?” If manufacturers see companies such as Darden and Macy’s requesting it, they’re going to respond.

Is the U.S. Green Building Council’s LEED program still

playing a role?

Taylor: Years ago when LEED first came out, there was some energy and excitement about it. But the reality is that a lot of retailers are going out and building one building and using that as a model. We’ve done a similar thing where we’ve built several of them across our brands and now we’re taking those lessons and applying them into our prototype

Lori Kolthoff, creative managing director,

resource design, FRCH Design Worldwide

Jim Sloss, vp, design|SPACE,

Macy’s Inc.

Todd Taylor, director of design,

Darden Restaurants

Rachel Zsembery, senior associate,

Bergmeyer Associates Inc.

GREEN DESIGN ROUNDTABLE PANELISTS


it.” Now, color isn’t an issue, texture isn’t an issue. You can specify sustainable products that you never could before.

Sloss: I’d add that not only have we have gone from that oatmeal-looking color with no texture or variety, but costs are coming down, too. So these options are becoming much more viable without paying a premium.

What areas offer the greatest opportunities for

development?

Taylor: We use a lot of water, and if I look on the West Coast, water is like gold and I pay a premium for it. So if I can’t find ways to reduce my water usage, then I have to pass those costs on to my con-sumers. So, on our restaurant exteriors, we’re using lots of drip irrigation and smart boxes that tell you when you need to water. Inside, we’re putting aera-tors into faucets and finding new cleaners that don’t use water to mop the floors.

Zsembery: I think the energy conversation is still at the forefront, as well. LEDs in both performance and price have come to the point now where they’re a real contender. Another thing we’re seeing is an under-standing of what’s in the materials. There are so many more products that are starting to go through cradle-to-cradle certification. And companies are being a lot more open about what’s in the materials they’re selling and how they’re manufactured.

Sloss: With all of our visual displays, we print a lot of paper products. We’ve got a major effort right now to eliminate that and do more digitally using tech-nology, like cross-branding with projection or LED technology. The more we can get that integrated into the store, the more we can simplify everything from the amount of paper we produce to the number of people and hours it takes to change all these out.

Taylor: We’re finding local zoning and planning depart-ments are now adopting some of the standards that were put into place by the U.S. Green Building Coun-cil. In California, there’s a lot of driving pieces that are moving in that direction. I think green will become part of the norm, as opposed to the exception. x

Zsembery: Another benefit for clients is that employ-ees take such pride in working in these spaces. So it can also become an employee retention strategy.

Sloss: Macy’s decided not to promote it as a market-ing piece because we didn’t want to overpromise and underperform. We really felt it was more important to do it as a practice and a lifestyle.

What elements of sustainable design have gotten easier

in the last few years?

Sloss: Recycling of our construction waste has become so much easier because there are so many more local companies that will help, so we don’t have to pay those extensive costs, especially fuel costs.

Kolthoff: It wasn’t that long ago that we used to put a few items on the table and say, “OK, here’s our green items and they’re oatmeal-colored and that’s about

vmsd.com | december 2008 55

Connect. Discover. Grow.

● Expanded project galleries with more photography

● Better search capabilities

● Simplified structure

● New blogs and perspectives

● Lively commenting and other social networking tools

● Improved navigation

Log on, register and network with today’s retail design leaders, thinkers, movers and shakers.

vmsd.comPlus: Industry News, New Products, Buyers

‚

Guide and Calendar!

The Retail Industry’s Complete

Online Resource


BR

UC

E D

AM

ON

TE

, S

AN

FR

AN

CIS

CO

large, exciting, lifestyle graphics program shows The North Face’s athletes in motion. Video screens share the same breathtaking activities of the climbers, ski-ers, runners and snowboarders that can be found on the website.

Gensler took the brand tagline “Never Stop Exploring” and made it a literal interpretation for the store. “The materials and textures create a backdrop for product displays and reinforce the metaphor of customer journey as a path of discovery,” says Bodziner.

The journey begins at the mall store’s exterior entrance, topped with an angular metal sculpture

The website for The North Face (San Leandro, Calif.) reveals a compelling brand story, full of action graphics and videos and exhortations to “Get Out-side,” “Explore” and “Find Your Endurance.”

So when Gensler (San Francisco) was invited to participate in a blind competition to redesign The North Face retail program, designers first looked at its stores – “the usual sea of fixtures,” according to principal and design director Michael Bodziner – and then went to thenorthface.com.

“There was a rich expression of the brand online that wasn’t coming through in the stores,” says Ali-son Carr, senior retail designer at Gensler. “The site features the athletes that The North Face sponsors, these amazing stories of human achievement about real people. The website had videos of people climb-ing, jumping, taking risks thousands of feet in the air. That energy and force – the adrenaline rush – was lacking in the stores.”

The visual translation of that “adrenaline rush” is on display in the new Gensler-designed store at The Fashion Mall at Keystone in Indianapolis. Here, a

MOTION PICTURES The new North Face store brings the adrenaline rush of the brand’s website to its bricks and mortar setting.

By Steve Kaufman, Editor at Large

Opposite page The adventure of The North Face’s website comes alive in its new Indianapolis store, full of breathtaking videos and mannequins in action poses.

Below The store is full of sleek, natural materials in abstract forms that convey maps, topographies or elements of various regions.


meant to mimic mountain peaks and rock forma-tions. A vertical red metal sign band references ski boot scrapers.

Guiding the journey inside the store are three towering “cairns,” which in the hiking vernacular are man-made piles of stones that serve as trail markers. These three towers – one made of wood, another of stone and a third of metal – create dynamic focal points for the store’s three core product categories: Outdoor, Action Sports and Performance.

Each cairn contains a flat-panel monitor display-ing the video footage that makes The North Face website so compelling.

The use of natural and outdoor-related materials enhances the story, such as a granite-clad wall and

Below True to The North Face’s emphasis on natural materials

and sustainability, the cashwrap is made of reclaimed wood,

backed by a granite-clad wall.

Opposite page The designers’ version of cairns (or trail

markers), used to identify product categories, contain locally sourced materials –

wood, stone or metal. Lifestyle graphics of The North Face’s athletes surround the walls.


“ The materials and textures create a backdrop for product displays and

reinforce the metaphor of customer journey as a path of discovery.”

— MICHAEL BODZINER, GENSLER


service counter made of reclaimed wood. Even the fitting room in the center of the store is clad with a tent nylon fabric.

Mannequins are used extensively as another expression of The North Face personality. Strewn around the space, they model the brand’s gear and apparel in various positions, such as climbing, run-ning and skiing.

One mannequin stands triumphantly on a plat-form above the selling floor, its arms raised in accom-plishment. “It’s saying, ‘I’ll scale anything that’s not moving,’ ” says Bodziner, “ ‘and you can do it, too.’ ” x

Environmental All-StarThe North Face is known for its commitment to sustainability, in its day-to-day business activities, product manufacturing processes and store building practices.

• The company offset 100 percent of its North American operations energy use by investing in wind energy at the new Indianapolis store, gaining credits in renewable energy by using technology provided by the Bonneville Environmental Foundation.

• The North Face was named a 2011 Sustainability All-Star by Apparel magazine for a variety of practices, including its program (in partnership with TerraCycle, the company that “outsmarts waste”) to keep plastic polybags out of landfills.

• Its Polybag Brigade will divert 100 percent of its plastic packaging waste by repurposing it into various products, such as plastic lumber, bike racks, pavers, kitchen utensils and tote bags for re-use.

PROJECT SUPPLIERS RETAILERThe North Face, San Leandro, Calif.

DESIGN AND ARCHITECTUREGensler, San Francisco

GENERAL CONTRACTOR MacKenzie Keck Construction, Rockaway, N.J.

FIXTURESCarlson Group, ChicagoVisplay, Allentown, Pa.

ENVIRONMENTAL GRAPHICS Imagine Visual Service, Seattle

MANNEQUINS/FORMSMondo Mannequins, Hicksville, N.Y.

LIGHTINGCon-Tech Lighting, Northbrook, Ill.Amerlux Global Lighting Solutions, Fairfield, N.J.Lighting Management Inc., Sloatsburg, N.Y.

WALLCOVERINGS AND MATERIALSKroll Furniture Inc., San FranciscoTNF, San Leandro, Calif.ASN Natural Stone Inc., San Francisco


Above Mannequins are used liberally to depict athletes in motion and

accomplishment.

NRF 101st ANNUAL CONVENTION & EXPO

Jacob K. Javits Convention Center, New York City

Convention: January 15–18, 2012 • EXPO: January 16–17, 2012

www.nrf.com/annual12

RETAIL’SRULES

ENGAGE AND EVOLVE

REGISTER TODAY at www.nrf.com/annual12


GRAZING IN THEIR OWN BACKYARDSBy Steve Kaufman, Editor at Large

Every restaurant uses design to capture a

unique look and feel. Some use Tuscan

murals, sculptures of Mt. Fuji or Aztec icons.

And some just look outside the door.

So La Birreria in New York plays off the

spectacular Manhattan skyline view from

the rooftop setting.

Barbecoa in London uses the grand

views of nearby St. Patrick’s Cathedral.

Chinar, in Baku, Azerbaijan, casts its

gaze a little further, using the central Asian

country’s cultural history, from Turkish

Empire to Soviet Union, with Muslim roots,

Persian myths and neighboring China.

It’s retail, after all: location, location,

location.



It may be hard to say “La Birreria.” But it’s not hard to say “Wow!” – the initial response of so many peo-ple as they enter this new rooftop bar and restaurant atop Eataly, New York’s year-old temple to food.

The place (which means “the brewery” in Italian) has a dazzling Manhattan view and the romantic vibe of a 1920s speakeasy.

After Eataly partners Oscar Farinetti, Mario Batali and Lidia and Joe Bastianich (of Batali & Bas-tianich Hospitality Group) completed the renovation of the ground floor of the old Toy Building, on Fifth Avenue and 23rd Street, into a series of restaurants and food venues, they all went up to the top: an empty 1600-square-foot shed on a sloping tarpaper roof (with an 800-square-foot landing just below).

As they looked around – at the Empire State Building to the north, Flatiron Building to the south and One Madison clock tower to the east – “they all gasped,” according to Alec Zaballero, principal and managing director, retail, for TPG Architecture (New York), “and decided this was too valuable a

space to waste.”Two exclusive elevators now take guests to the

14th floor, where they walk up the stairs to the next level. Through an iron and glass storefront, there’s a full craft microbrewery filled with copper-clad, stain-less-steel vats. The design intent, says Zaballero, is the discovery of a brewery that’s been humming along since Prohibition.

The design components are intended to feel simi-larly dated: durable mesquite end-grain hardwood floors, wainscoting, framed black steel doors and windows, black-iron banisters and railings, custom copper shaded light fixtures.

The 4500-square-foot open dining deck with retractable glass top was built to seem to float over the former sloping roof.

The Northern Italian menu is from Batali, and the microbrew is a partnership between Dogfish Head Craft Brewed Ales (Milton, Del.) and Italian craft brewers Baladin and Del Borgo.

The view is purely New York.

LA BIRRERIA NEW YORK

ALE

C Z

AB

ALL

ER

O,

NE

W Y

OR

K


PROJECT SUPPLIERSRETAILER Batali & Bastianich Hospitality Group, New York

DESIGN AND ARCHITECTURETPG Architecture, New York

ROOF DECK FLOOR TILE Maline Tile, New York

FLOORING Kaswell Flooring, Framingham, Mass.Nemo Tile, New York

WALL TILE Crossville Inc., Crossville, Tenn.

LIGHTINGLutron Electronics, Coopersburg, Pa.Delux, Bell Gardens, Calif.Lightolier, Fall River, Mass.



BARBECOA LONDON

London chef Jamie Oliver has built his celebrityhood around nutritious cooking and organic ingredients. New York chef Adam Perry Lang is classically trained but has directed his efforts into developing the most inventive approaches to grilling meats.

Odd couple? Perhaps. But the result of their friendship is a brand-new joint venture called Barbe-coa in the shadows of London’s St. Paul’s Cathedral.

Barbecoa (Spanish for “barbecue”) celebrates the simple act of cooking over fire. The design intent was to balance the earthy nature of the cooking process with the refined elements of a high-quality establish-ment, says Clementine Rodgers, senior designer at Speirs + Major, the U.K. lighting design firm that designed the artificial lighting and managed the influence of natural light in the space.

“The raw materials used throughout the scheme were a reflection of the simplicity and quality of the Barbecoa brand,” Rodgers says.

The palette of materials evokes that sense of fire. But the refined interior finishes – polished brass and wrought iron sculptural forms – reflect the urban location, called The City, the original London neigh-borhood.

Brass-clad columns are grazed with light and the reflective quality of the brass bar is enhanced by an array of small pendant luminaires over the surface.

Close offset wallwashing was used to highlight the texture of the “cracked mud” walls without creat-ing too bright a surface, so as to minimize reflections in the glazing and prevent an overly dominating bright surface in the dining atmosphere. Matte black surfaces that reference charcoal provide contrast through their absence of light.

Fixtures by Design Research Studio (London) include pipe light, suspended in clusters around the restaurant, and brass and glass light bead fittings in the bar area.

Big plate glass windows look over at St. Paul’s. “If all else fails,” Oliver has said, “that ain’t a bad view.” But somehow, you sense he thinks all else won’t fail. JA

ME

S N

EW

TO

N,

LON

DO

N

PROJECT SUPPLIERSRETAILERJamie Oliver Ltd., London

LIGHTING DESIGNSpeirs + Major, London

INTERIOR ARCHITECTDesign Research Studio, London

OUTSIDE DESIGN CONSULTANTAmdon Electrical Ltd., Kent, U.K. (electrical contractor/consultant)

LIGHTINGDesigned Architectural Lighting, LondonEncapsulite Intl. Ltd., LondonProjection Lighting, LondonZumtobel Lighting Ltd., LondonTom Dixon Lighting, London



Azerbaijan has had a tumultuous history at the crossroads between West and East, bordered by both Russia and Iran. It has a majority Turkic population but has been in and out of the Russian empire, most recently a Soviet state until the Soviet Union collapsed.

And, like many countries in central Asia, it feels the gravitational pull of China. So a Chinese restau-rant in the center of Baku, the sophisticated capital city, is entirely appropriate.

“Baku is a mixture of century-old Central Asian culture with European flair,” explains Henry Che-baane, creative director of Blue Sky Hospitality Ltd., a London-based hotel and restaurant design consul-tancy. “Both the locals and international visitors are looking for an experience.”

Named for a native tree, Chinar had been a tra-ditional Azeri tea house. But with a new group of investors, and under Blue Sky’s conceptualizing, Chinar has gone, thematically, from “tea house” to “tree house.”

“I wanted the building to integrate the nature of

trees through the huge glazing, internal wooden sur-faces and multiple details,” says Chebaane, “and in return make the building belong in the trees. Physi-cally as well as conceptually, Chinar is a celebration of the tree and botanical world.”

The carbonized bamboo flooring is from Sichuan; a triple-height ceiling is covered by 155 vertical tim-ber fins like a giant canopy of branches; and a mul-titude of wooden floor screens are decorated with botanically inspired fretwork.

The sensory journey is accompanied by what Blue Sky calls a “scenography.” Three dozen gen-eral lighting scenes have been programmed into a computerized dimming system that controls several hundred luminaires and light sources.

There are also wooden birdcages from Guang-zhou, hand-made pendants made of a thousand silk-worm cocoons and a dragon lounge featuring refer-ences to the mythical Persian dragon-slayer Bahram Gur. It’s a Pan-Asian experience, indeed. x

CHINAR BAKU, AZERBAIJAN

CO

UR

TE

SY

OF

BLU

E S

KY

HO

SP

ITA

LIT

Y, L

ON

DO

N


PROJECT SUPPLIERSDESIGNBlue Sky Hospitality, London

ARCHITECTHasan ÇALISLAR Earch Architects, Istanbul

AUDIO/VISUAL, CEILINGBlue Sky Hospitality, London

FIXTURESCascade Coil, Portland, Ore.

CARPETDesso, Waalwijk, The Netherlands

LIGHTINGFlos S.p.A., Brescia, ItalyMetalarte Spain, BarcelonaCube Lighting & Industrial Design Ltd., Berkhamsted, U.K.Precision Lighting Ltd., LondonAngo World Co. Ltd., Bangkok




The newest Express store concept may have debuted in Pennsylvania’s King of Prussia Mall, but that doesn’t mean the specialty retailer thinks of it as a “mall store.”

The goal for the Columbus, Ohio-based company was to create a fashion destination in a mall setting that could easily be translated into a street-level store in any metropolitan retail center.

So the 13,000-square-foot space is a compila-tion of the best the retailer knows. Still targeting the 20- to 30-year-old demographic, Express wanted the presentation of its lifestyle classifications – work, party, denim and casual – to be crystal clear, but also fun and edgy.

Express partnered on the project with the Tokyo-based design firm Wonderwall Inc. The symmetrical and rectilinear feel of the space offers a subtle refer-ence to Japanese design. Clean lines define the envi-ronment, from the horizontals of the mirrored stain-less-steel cashwrap to the metal light troughs above.

The selling space is organized into distinct room settings, highlighting the four lifestyle groupings, each room punctuated by illuminated, rounded, glass mannequin vitrines, complete with environ-mental and fashion graphics.

Texture and materials play an important role in the new concept. “We wanted uptown elements in a downtown loft,” says Express ceo Michael Weiss. Materials span the spectrum from casual to luxurious – and from urban to rural. For example,

THIS EXPRESS GOES UPTOWN AND DOWNThe trendy apparel retailer unveils a store that’s just as fashionable for malls as it is for city streets.

By Eric Feigenbaum, New York Editor

AN

TO

INN

E B

OO

TZ

, N

EW

YO

RK

Opposie Page The beckoning focal point inside Express’ new store concept is a circular hot zone table, announcing the latest styles and trends.


This page The dual-purpose rectilinear runway tables create vertical impact while telling a merchandise story.


poured concrete, a decidedly urban touch, pairs with reclaimed wood from an old barn to provide a raw finish to the floor. The elegant look of carrera marble defines the countertops and fixture trims.

A new fixture package also relies on a variety of finishes and surface treatments to project the desired refined brand image. A two-step mortar process offers a wall finish that looks like concrete, but with a softer textural feel. Side walls have a complementary white gloss finish, with uplighting throwing a slight glow on the merchandise. In con-trast, dark velvet curtains embellish the wall behind the cashwrap and along the denim room. The result is a modern space with raw undertones and elegant highlights.

Each room setting is highlighted by a long runway-like table, fully merchandised, with group-

ings of mannequins marching along the tops. Half the mannequins face one direction and half look the other. No matter where she’s standing, the customer always faces a projection of fashion.

“Everything sells from these tables,” says Michele La Grego, Express’ senior vp of visual merchandising and store design. “Customers swarm around them like honeybees around a hive.”

The mall windows are 5 feet deep and each window has a magnetic back wall for a clean applica-

Above Strategically positioned glass mannequin vitrines announce each department while showcasing the newest arrivals and trends.

Below The accessories room uses perimeter and freestanding floor fixtures to display merchandise. The rectilinear fixtures are made of dark wood with carrera marble tops.


tion of graphics. One of the windows offers a clear sightline into the denim department, a dual-gender area featuring another hot zone table and the name “denim lab” articulated in lights above. Metal ramp boards highlight merchandise on the tables beneath 50 overhead chrome lights.

The Express crowd tends to be young, so high-tech plasma screens are integrated into the archi-tecture. The content, controlled from Express’ Columbus headquarters, features promotions and live-stream fashion shows. Customers can also go online in the store to access e-commerce through the Express website.

La Grego says shoppers keep asking if this is the same merchandise as in other Express stores. The answer is yes. It’s just expressed in a different way. x

RETAILERExpress, Columbus, Ohio

DESIGNWonderwall Inc., Tokyo

ARCHITECTShremshock Architects Inc., Columbus, Ohio

FLOORINGArchitectural Systems Inc., New YorkPreferred Inc., Fort Wayne, Ind.

LIGHTINGCapitol Light & Supply Co., Hartford, Conn.

MANNEQUINSMondo Mannequins, Hicksville, N.Y.

PLASTER WALL FINISHAmerican Clay Products/Pymer Plastering Inc., Albuquerque, N.M., and Columbus, Ohio

FIXTURES/HARDWAREQuantum Fine Casework, Weston, Fla.

VISUAL PROPSDK Display Corp., New YorkAntoinne Bootz, New York


Above The dual-gender denim lab features a

grouping of mannequins and a sculptural ceiling element to call out this

important merchandise classification.

PROJECT SUPPLIERS

San Francisco Shoptalk October 27, 2011

Dallas Shoptalk October 6, 2011

6501 Legacy Dr., Plano, TX 75024

SPONSORED BY Platinum sponsor

City sponsorsCDW Merchants

ChippenhookStylmark

425 Market St., San Francisco, CA 94105

Shoptalk 2011Shoptalk 2011Shoptalk 2011

DON’T MISS A.R.E.’S FIRST-EVER DESIGN TRENDS REPORT

SPONSORED BYPlatinum sponsor

Gold sponsor

City sponsor

Stylmark

Shoptalk attendance is open to retailers, design fi rms and sponsors only.

Media sponsor

Shoptalk2011DallasSanFranv3.indd 1 8/1/11 9:34 AM


VS VMSD SHOWROOM

FULL CIRCLEThe growing awareness of cradle-to-cradle certification has retailers asking not only for products derived from recycled content, but for materials that can be recycled, says Clayton Whitman, interior designer and LEED-accredited professional with the New York office of design firm Callison. ”There are a lot of products we can use without clients even knowing they’re green,” he says. Among these are Carnegie’s Xorel fabrics, constructed with polyethylene yarns, and linoleum from Forbo Flooring System’s Mar-moleum collection, made with rapidly renewable linseed oil from flax plants.

LED lighting continues to improve as a reliable green option. “They used to feel really yellow or blue,” Whitman says. “But now, they have a bright white, daylight quality.” Also noteworthy are LEDs in the form of thin adhesive strips, ultimately using less space to illuminate retail environments. –Whitney Harrod

Mohawkthemohawkgroup.com

SmartStrand Contract, a bio-based fiber system, is made with DuPont Sorona polymer, which contains 37 percent renewably

sourced ingredients. Carpeting is stain and bleach resistant.

Forbo Flooring Systemsforbo-fl ooring.com The Marmoleum collection, “The Unexpected Nature of Linoleum,” contains 100 percent bio-based content and comes in nine designs.

vmsd.com | OCTOBER 2011 45vmsd.com | OCTOBER 2011 45

Smith & Fong Co.plyboo.comFormaldehyde-free Deco palm plywood and flooring products are formaldehyde-free and feature a 3-D appearance. Deco palm flooring is available pre-finished in random lengths. Deco wall product comes in a 6-by-48-in. panel with interlocking ends that allow for vertical and horizontal installation.

Visplayvisplay.comThe Choices surface support system is made from wood plastic composite (WPC) from renewable raw materials and plastic.

Boston Retailbostonretail.com

The ecoRigid plus+ 1 in. and 2 in. bumper guards

contain a minimum of 95 percent post-consumer recycled

content.

Trovetroveline.comAn alternative to PVC, Redeux wallcovering contains more than 31 percent post-consumer recycled materials. Available in a variety of patterns, custom colors and designs. Excess material can be sent back to Trove for reuse and recycling.


V M S D S H O W R O O MGreen

VS

Fleetwood Fixturesfl eetwoodfi xtures.comReusable, custom-printed wall systems use sustainable materials and eco-friendly printing technologies in partnership with Portland Color.

InterfaceFLOR LLCinterfacefl or.comThe Raw pattern is produced from 100 percent non-virgin yarn that combines reclaimed carpet fiber with salvaged fishing nets.

Stylmark stylmark.comThe Optima LED Edge-Lit Light Box measures less than 1-in. deep and can be wall mounted or suspended from the ceiling. Available in double-sided, custom-sized and custom-finished units.

Cooper Lighting cooperlighting.comWith a 50,000-hour life, Halo Stasis LED High Lumen and Wall Wash Luminaires are constructed from die-cast aluminum. The high-output fixture features tight optical control and field changeable options in spot (15 degrees), narrow flood (25 degrees) and flood (40 degrees). Available in 3000k and 4000k.

Supporting Sponsors RIOT CREATIVE IMAGING / SUPERGRAPHICS

Emerald Sponsors

Presented by

Mark Your Calendar! September 5-7, 2012 / Renaissance Chicago DowntownCHICAGO

Become an IRDC Insider at www.irdconline.com and get program updates, speaker Q+As and registration discounts delivered to your inbox.

Presenting Sponsor Diamond Sponsors

ThanksTO ALL 2011 ATTENDEES AND SPONSORS


V M S D S H O W R O O MGreen

VS

Nora Lightingnoralighting.comThe Brilliance Series low-profile ceramic metal halide track fixtures have a lamp life of up to 15,000 hours. Available in black, silver and white finishes.

EcoDomo LLCecodomo.comEcoDomo recycled leather is available in a 55 in.-by-39 in. size, and in laminated HDF boards, in two sizes for wall, floor and furniture applications.

Outwater Plastics Industries Inc. outwater.comThe second generation, energy-efficient LED Ribbon Flex Lighting uses an integrated LED Diamond lighting technology to yield high color rendering indexes and tight binning codes.

FFR-DSI Inc.ffr-dsi.com

Made with eco-friendly recycled plastic, the

Display/Filler Cube can hold up to 125 lbs. of product. Available in

12-in. square style and 18-in. rectangular style.

A.R.E. • 4651 ShERidAn St., SuitE 470 • hollywood, Fl 33021 • tEl 954-893-7300 • [email protected] • www.REtAilEnviRonmEntS.oRg

DEC 7-9, 2011

nEw inSpiRAtionS. FRESh idEAS.An ExcluSivE collEction oF thE woRld’S FinESt viSuAl mERchAndiSing And StoRE dESign ShowRoomS

www.RetailDesignColleCtive.Com

Alpha Display Alu ★ Architectural Systems ★ B&N Industries Bernstein Display/MC Chippenhook

Creative Realities Cubic ★ DK Display ★ Elevations Gargoyles Ltd ★ Goldsmith Greneker Holiday Foliage Holiday Image Hudson & Broad JPMA Global Leo Prager/Classic Prager

★ Lifestyle/Trimco Manex/France Display Material ConneXion Materials Inc. Media Graph Inc.

MG Concepts ★ Mondo Mannequins ★ Patina-V RHO ★ Rootstein Mannequins RPG

Superior Model Form/Siegel & Stockman Silvestri California ★ Universal Display & Design Visplay

RetailEnvironments

RDCAdVMSDOct2011.indd 1 9/1/11 4:03 PM


VS V M S D S H O W R O O MGreen

NicoNat Mfg.niconatmfg.com

Made from polished stainless metal, the L-112 Rhonda

Table Lamp uses a LED light bulb. Measures 14 by 26 in.

and available with a red-trimmed white shade.

DVUVdvuv.comUVMax UV-cured powdercoated wood’s finish has no VOCs. The medium-density fiberboard (MDF) contains 100 percent pre-consumer recycled content.

WAC Lightingwaclighting.comThe 8.25-in.-by-7-in. Roxy LED Pendant is an updated version of the faceted disco ball. Includes a shade, adapter and 3.4-watt LEDs.

Bettinger Studionewloncollection.comThe Newlon Collection’s

patterns are produced using PVC-free printable

recycled media. Inks are made from water-

based latex.

THEMANYMOODSOFMETAL.Chemetal crushed it atFashion Week. Hundredsof sheets of PolishedAluminum decorated thisrunway set. And Chemetalhas hundreds of metaldesigns for your next project.designs for your next project.Full story at chemetal.com

Abet Laminatiabetlaminati.com Made from phenolic dust (sanded-off waste) and non-virgin polypropylene, Tefor surfacing material is PVC-free and has low VOC emissions. The non-porous surface is both 100 percent recycled and recyclable. Available in eight colors.

Lifestyle/Trimcolfs-trimco.comMache Forms are covered in recycled paper with cork heads and come with wood articulating arms and a raw steel base. Available in men’s, women’s (shown) and children’s sizes, with a variety of paper and fabric options.

Architectural Systems Inc.archsystems.comThe Heritage Series bamboo flooring comes in hand-scrapped and wire-brushed finishes in light and dark woods. Coordinating bamboo plywood panels are also available.


VS V M S D S H O W R O O MGreen

Carnegie carnegiefabrics.comWoven from eco-friendly polyethylene yarns, The Xorel Embroidery collection features two new textiles. The Artisan pattern (shown) was inspired by the metal, glass and textile work found on Parisian streets. The Hoop pattern features intersecting circles and curved shapes.

Artemide Inc. artemide.us

Inspired by the Chinese dragon and designed for diffused

fluorescent lighting, the Notosuspension-mounted luminaire

uses six movable cylinders. Supplied with optional red

external filter.

LSI Floorslsifl oors.com

Natural Woods luxury vinyl tile flooring

collection uses textural embossing for a wood-

grain pattern. Planks come in 6-by-36-in.

sizes in seven colorways and consist of recycled

content.

Hera Lightingheralighting.comThe SlimLite XL-LED has an integrated electrical driver for plug-in modularity. Offers the same light output as Hera’s T5 fluorescent but uses half the energy.

Panel Processing Inc.panel.comThe 100 percent biodegradable Eco-Finish Rigid Print Media has a specially formulated coating to provide a consistently bright, white surface for high-definition digital printing. Available in three finish levels.

Móz Designsmozdesigns.comThe ETA product line, composed of 80 percent post-industrial recycled aluminum, includes column covers, room dividers, wall panels and table tops. Available in a range of colors and finishes.

LSI Industries Inc.lsi-industries.comThe XRT LED Recessed Troffer provides uniform ambient lighting, with a high output of up to 4600 lumens. Proprietary, high-diffusion lens eliminates visibility of individual LEDs. x

Sponsor SPOTLIGHTSeptember 7-9, 2011 / San Francisco / irdconline.com

4112 Sarellen Road, Henrico, VA 23231 Tel: (804) 222 5525 Fax: (804) 222 7220

web: www.showbest.com Email: [email protected]

… so all YOU have to do is imagine

Your Vision, Our Fixtures,

Done Right!

Sponsor SPOTLIGHTSeptember 7-9, 2011 / San Francisco / irdconline.com


R E G I O N A L D I R E C T O R YAn advertising service for local or regional display and fixturing companies and national companies with local distributors and/or sales offices.

RD

ARIZONAFlagstaffMANNEQUIN RECOVERY3008 E. Pine Dr. (86004). P: 928-526-9194. F: 928-526-8004. Contact: Nancy Panlener [C • 12]

CALIFORNIACity of CommerceNICONAT MFG. CO. STORE FIXTURES DISPLAY2624 Yates Ave. Commerce, CA (90040). P: 323-721-1900. F: 323-728-7893. E: [email protected]. www.niconatmfg.com. Contact: Vicent V. [A • 7.8.10.11]

City of IndustryPATINA-V15650 Salt Lake Ave. (91745). P: 626-961-2471. F: 626-333-6547. Contact: Robert Lade. [A • 7.10.12]

San DiegoFARKAS STORE EQUIPMENT660 10th Ave. (92101). P: 619-232-0060. F: 619-234-1413. Contact: Christie Lee. E: [email protected]. www.farkasstorefixtures.com. [B.C • 3.7.8.10.12.13.14.15.]

HOLIDAY FOLIAGE INC.2592 Otay Center Dr. (92154). P: 619-661-9094. F: 619-661-8382. E: [email protected]. www.holidayfoliage.com. [A.B • 6.7.9 • International]

Santa MonicaHANG-UPS UNLIMITED1904 14th St. (90404). P: 310-453-3806. 800-461-8154. F: 800-426-4877. E: [email protected]. www.hangups.com. Contact: Lionel Freeman. [A • 15]

FLORIDAFort LauderdalePDT INTERNATIONAL2495 EAST COMMERCIAL BLVD., Fort Lauderdale, FL., (33308). P: 954-533-7240. F: 954-351-9551. E: [email protected]. www.pdtintl.com. Contact: Gina Avila [International•6]

ILLINOISChicagoTHE SIGN CENTRE 5221 N. Long (60630). P: 773-286-4599. F: 773-286-8799. E: [email protected]. Contact: Bob Dismang, Guy Dismang. [A • 14]

ALPINA MANUFACTURING3418 N. Knox Avenue (60641). P: 800-915-2828. F: 800-217-9431. E: [email protected]. www.fastchangeframes.com. [A • International • 6.7]

NEVADALas VegasLAS VEGAS MANNEQUINS3230 Polaris Avenue, Suite 21, Las Vegas, NV (89102), 702-987-5830, Fax: 702838-4463, Email: [email protected], Website: www.lvmannequins.com. Contact: Alison Wainwright. National. (C•12)

NEW YORKKingstonZEE WIG STUDIO, INC.333 Wall St. (12401). 8P: 45-331-0995. F: 845-338-9352. Contact: Zee Caplan, Gita Zanger. [A.B • 12]

CANADAALBERTAEdmontonVALUE STORE FIXTURES 9115 Stadium Rd. P: 780-420-0345. 800-535-2279. F: 780-426-7072. E: [email protected]. www.valuestorefixtures.com. Contact: John Koyko. [C • 8.12.15]

WESTMOUNT STORE FIXTURES8520-106A Ave., Edmonton (T5H 0S4). P: 780-424-8950. 800-561-1951. F: 780-425-8578. E: [email protected]. www.westmountstorefixtures.com. Contact: Norman Vesala. [C • 6.8.12.15]

BRITISH COLUMBIAVancouver EDDIE’S HANG-UP DISPLAY LTD. 60 W. 3rd Ave. (V5Y 1E4) P: 604-708-3100. F: 604-688-8230. 877-433-3437. www.eddies.com. Contact: Morry Gaerber, Allen Gaerber. [A.B.C • 6.7.8.11.12.13]

ONTARIOToronto ALL TEAM GLASS AND MIRROR LTD. 281 Hanlan Rd. (Woodbridge) (L4L 3R7). P: 905-851-7711. 800-363-4651. F: 416-745-2692. E: [email protected]. www.allteamglass.com. Contact: Mark Timoll. [A • 2.8.13]

QUEBECLongueuilTECTON INDUSTRIES877 Jean-Paul Vincent, Longueuil, Qubec, Canada ( J4G 1R3). P: 450-651-1510, 800-665-1510. F: 450-646-3238. Email: [email protected]. www.tecton.ca. Contact: Sylvie Page. [ A•2.3.6.8.10.14]

ASIATAIWANLIGHT CREATION INC.9F-2, No. 66, Sec 2, Nan-King E. Road, Taipei, Taiwan (104). P:886-2-2561-1280. Fax: 886-2-2571-4681. E: [email protected]. www.light-creation.com.tw. Contact: Jack Yang. [A• 8• International]

LISTINGS/ADVERTISEMENTS For information and rates for advertising please contact [email protected]

1. Animations 2. Architectural and

Building Components 3. Audio/Video 5. Ceilings 6. Design Services 7. Decoratives and Props

8. Fixtures 9. Flooring 10. Furniture 11. Lighting 12. Mannequins, Forms 13. Materials 14. Signage & Graphics

15. Supplies & Equipment 16. Wallcoverings 17. Security

A- Manufacturer B- Importer C- Distributor

The Products & Services Codes and the Business Classification Codes in each listing are defined as follows:


IFC ALPOLIC/Mitsubishi Chemical FP America Inc.

14 Arakawa Hanging Systems

13 A.R.E. PAVE

43 A.R.E. Shoptalk

49 A.R.E. Rising Star

6 Belaire Displays

OBC Centiva by Intl. Floors of America

51 Chemetal/Treefrog Veneer

5 Creative Realities LLC

3 DK Display Corp.

1 D|Fab Inc.

11 Dupont Graphic Arts Inc.

IBC Fusion Specialties Inc.

9 GE Lighting Solutions

47 IRDC

12 Lee Filters USA

53 MG Concepts

7 Mondo Mannequins

29 National Retail Federation

14 Panel Processing

53 Showbest Fixture Corp.

19 Triad Manufacturing

15 Visual Magnetics

23 VMSD.com

A D V E R T I S I N G I N D E X AI page advertiser page advertiserVMSD (ISSN 0745-4295) is published

12 times annually by ST Media Group International Inc., 11262 Cornell Park Dr., Cincinnati, OH 45242-1812. Telephone: (513) 421-2050, Fax: (513) 362-0317. Annual rate for individuals in the U.S.A.: $48 USD. Annual rate for subscriptions in Canada: $76 USD (includes GST & postage); all other countries: $98 (Int’l mail) payable in U.S. funds. Printed in the U.S.A. Copyright 2011, by ST Media Group International Inc. All rights reserved. The contents of this publication may not be reproduced in whole or in part without the consent of the publisher. The publisher is not responsible for product claims and representations. Periodicals Postage Paid at Cincinnati, OH and at additional mailing offices. POSTMASTER: Send address changes to: VMSD, P.O. Box 1060, Skokie, IL 60076. Change of address: Send old address label along with new address to VMSD, P.O. Box 1060, Skokie, IL 60076. For single copies or back issues: contact Debbie Reed at (513) 421-9356 or [email protected]. Subscription Services: [email protected], Fax: (847) 763-9030, Phone: (847) 763-4938.

OPPORTUNITY EXCHANGE“ Opportunity Exchange” is a means for retailers, manu facturers and designers to exchange information on job openings, positions wanted and search services. For more information email: [email protected].

NATIONAL SIGNAGE SALES

LOOKING FOR NEW OPPORTUNITY? VGS SEEKING EXPERIENCED SALES REPS

WITH FOLLOWINGS FOR RETAIL & FOODSERVICE DIVISION- LARGE FORMAT

PRINTING, DIGITAL SIGNAGE, DISPLAY FIXTURES AND MENUBOARDS. HUGE

OPPORTUNITY FOR THE RIGHT CANDIDATES! EMAIL- [email protected]

Log on to to start your subscription today:

vmsd.com/subscribe

APRIL 2008


JUNE 2011vmsd.com

SHOE STOPPERPierre Hardy goes urban chic in New YorkA.R.E. Fixture AwardsExploring Urban Outfitters’ new Fifth Avenue post

Dixons debuts a new electronics format in the U.K.

SHOE STOPPERierre Hardy goes urban chic in New York

APRIL 2008

IRDC

PREVIEW

| INTERN

ATION

AL RETA

IL TREND

S | TELECO

M | M

AC

Y’S | E-M

ART | W

RAN

GLER | LG

LIVE | SU

RFAC

ING

/MATERIA

LS

AU

GU

ST

20

11


AUGUST 2011vmsd.com

Global designs are steering retail in new directions

Around the world:

Telecom, LG Live, E-Mart

Macy’s rebuilds in Rhode Island

Tech report: Augmented reality

enters the store

OVERDRIVEGet the best information...

• Receive monthly print or digital editions of VMSD magazine

• Receive the weekly Retail Pulse e-newsletter

• Search VMSD.com anytime

whenever you want it.


CO

Your career has included working abroad for Levi Strauss & Co. and most recently for Express, serving as senior vp of visual merchandising and store design. What has been the biggest change in visual merchandising in the last few years? The virtual world has changed how customers shop. You can buy anything on your smartphone whenever, wherever. So stores need to go the extra mile and engage customers with great service and great presentations that deliver an experience they cannot get online.

What have you learned about cultural shopping patterns during your work abroad as well as in the U.S.?In certain countries, you cannot use mannequins or show body parts in imagery. In some cases, I had to come up with a few options to showcase outfits and fashion messages in the window and in-store. As companies expand globally, it’s important to understand how people shop outside of the western world based on cultural and religious differences. The visual basics may not translate so well.

You’ve said that designers sometimes focus too much on store design and not enough on the fashion in the store. How did you take this into consideration in the new Express format? We started the project with design firm Wonderwall by visiting multiple stores and discussing how product is presented, as well as the role man-nequin displays play in showing fashion. Wonderwall wanted to understand the product assortment, the merchandise presentation and the difference in capacity between key items and fashion items and how they were displayed at Express. As a retailer, we appreciated this because sometimes the focus is on a beautiful store and not how product needs to work in the space.

Why did you take the storefront window experience and replicate it in-store with illuminated vitrines?The vitrines communicate the Express fashion messages by lifestyle. Punctuating each room by showing a party, casual, wear to work and denim fashion statement was very deliberate. It clearly shows our product assort-ment and is an intuitive navigational feature.

There’s a lot of in-store technology, including interactive touchscreens and video monitors streaming fashion shows and events, in this new format. Why was this important to the overall store experience? The integration of multimedia elements allows us to showcase our products and our brand in the way they look best – in motion. Our customers like to interact with brands via social media and mobile, so we provided this smart-phone-inspired option that reflects the way they live their lives.

How do you know when a visual merchandising display is successful? Every Monday morning when I see the sales reports. x

Design Inspiration Travel: Brussels. Multiple countries are only a train ride away.

Fashion: Designer Ann Demeulemeester. She has not veered off her path in two decades. Her work is simple, fluid and intricate.

Architecture: Frank Lloyd Wright. The way he utilized natural materials and techniques that embrace the natural environment in his work were so unique during that time.

Michele La GregoThe Express vp discusses the yin and yang of store design and letting the product speak for itself.

C H E C K I N G O U TInterview by Whitney Harrod

80 7

0 70

100

10.2

7.4

7.4

100

100

100

100

100

6010

0 10

070

70

30 3

010

0 10

0 60

100

100

100

100

70 7

030

30

100

100

6070

70

4070

70

30 3

010

0 40

100

4040

100

10 4

0 40

20 7

0 70

3.1

2.2

2.2

70 4

0 40

75 6

6 66

50 4

0 40

25 1

9 19

B0

0 0

0

100

7030

100

1025

5075

9010

010

0 60

100

7030

100

6040

70

4070

3010

0 40

40 1

0040

100

40 7

0 40

70 4

0 40

340

70

4070

40

4010

0 60

A

3%IS

O 1

2647

-7 D

igita

l Con

trol

Str

ip 2

009

Flooring createdfor step take... for the facts.every you

On average, most people spend as much as 90% of their time indoors. Centiva fl oors contribute to better living, learning, and working spaces. All Centiva

products are FloorScore® Certifi ed and adhesives are GREENGUARD Certifi ed. This means our products have met stringent indoor air quality emissions requirements and offer a low VOC solution for interior environments.

Shown above: Centiva chips on their way to be recycled.

Greenbuild 2011 • Booth 1421

Centiva_VMSD_Oct2011.indd 1 8/24/11 1:59 PM

Documents

VMSD201110