VMSD - June 2012 - (Page 34)
A .R .E. FIXTURE AWARDS 2012
STORE FIXTURE OF THE YEAR
DIGITAL POD AND BENCH
My.Suit, Financial District, New York
Design/Project Management: UnSPACE, New York Store Fixture: Grand + Benedicts, Portland, Ore.
The Walking Mannequin Man
My.Suit’s modern interpretation of custom-suit buying grabs A.R.E.’s Store Fixture of the Year.
By Steve Kaufman, Editor at Large When shoppers walk into the My.Suit store in Lower Manhattan’s financial district, attention is meant to be drawn to a freestanding tower with a stack of four live video screens on each side. Top to bottom, the four separate screens complete the image of a man who seems to be strolling toward them, as if on a fashion runway. The man is wearing a suit, but he’s also representing all the possibilities in this store where customers create their own suit styles from scratch.
34 JUNE 2012 | vmsd.com
The image appears to be a video but is actually a series of photographic stills, riffed quickly to produce the sense of motion. The trompe l’oeil effect is born from the marriage of high design and practicality. “It’s meant to be fun and retro,” says designer Ji Rook Kim of UnSPACE (New York). And that’s what impressed the judges in this year’s A.R.E. competition. “I like the way the pillar occupies the room, filling it with a sense of importance and fun,” says judge Sherif Ayad, president of ID&Design (Fort Lauderdale, Fla.). “Its design is not tightly constructed, but things hang at angles and don’t all fit together.” The retailer can create the presentation it wants on the screens. “New images, with different fabrics, styles or patterns can be inserted,” Kim says. “Or the mannequin can be replaced with a promotional message for certain holidays or campaigns.” The stylishly dressed man, in what Kim calls the “digital pod,” also brings color and motion to the otherwise mostly white store, the second in the retailer’s growing chain.
C H R I STO PH ER R AN DAL , C R PH OTO G R APH Y, N EW YOR K
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Table of Contents for the Digital Edition of VMSD - June 2012
VMSD - June 2012
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
Next Store
Zara goes Global in Manhattan
Problem Solved
The Walking Mannequin Man
Changing Gears
Showroom
Ad Index
Checking Out
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