design:retail - April 2017 - 18

we love this!

018

CRAFTING CUSTOMER
CREATIVITY

B

RAND EVOLUTION IS always a
challenge, and as retailers look to
maintain their existing customer
base while attracting the next generation, company leaders know
innovation is necessary to truly
elevate the customer experience.
As an extension of the Bestseller family, Danish
accessories brand Pieces was launched in 2003 to
supplement the female fashion brand with trendy
adornments. With the Gen Z customer now maturing, there was a need to redefine the shopping
environment to support their growth, their desire
for individuality and their nature of exploring creativity in a social and collaborative way. The brand
looked to London-based creative agency Dalziel &
Pow to help create a new store experience.
"Built around the idea of 'piece it together,' the
new store experience gives customers and the staff
the opportunity to take part in creating and sharing new looks," says Paul West, strategy director at
Dalziel & Pow. "Pieces' goal was to create a store that
is a true reflection of their customer's individual
style by tapping into social media feeds, hosting local events and collaborating with style leaders. This
all comes to life in an open, inviting space defined as
the 'Social Studio,' which will bring this boutique
shopping experience to the mass market."
The customer-centric design encourages
creativity through perimeter "create" panels and
mid-floor table displays. The 968-sq-ft. space offers integrated service points and carefully curated
product in order to create a place for discovery, experimentation and collaboration.
APRIL/MAY 2017

DESIGNRETAILONLINE.COM

Staff members are considered "style collaborators" and are accessible on the sales floor rather
than behind a service desk. The collaboration continues with the help of fashion bloggers sharing
style tips and trends both in-store and online.
"The intention is for the store to be more than a
retail experience; the ambition is for it to be a destination for customer creativity, creating memorable

GLOBALSHOP.ORG

experiences with a refreshing and independent approach to High Street style," West explains.
You won't find brand-curated outfit compositions in Pieces; in fact, mannequins have been
purposefully omitted. This concept is about customers connecting with the product and "piecing"
it together in their own way.
- Jenny S. Rebholz
Photos courtesy of DALZIEL & POW


http://www.DESIGNRETAILONLINE.COM http://www.GLOBALSHOP.ORG

Table of Contents for the Digital Edition of design:retail - April 2017

design:retail - April 2017
Contents
Editor’s Note
On Trend
We Love This!
Designer Picks
Clicks & Mortar
Mingle
Have You Heard?
Ask Judy
Shopping with Paco
2017 Markopoulos Award Winner
40 Under 40
Foot Locker
GlobalShop 2017 Roundup
ICFF Products
Backstory
design:retail - April 2017 - Intro
design:retail - April 2017 - CT1
design:retail - April 2017 - CT2
design:retail - April 2017 - design:retail - April 2017
design:retail - April 2017 - Cover2
design:retail - April 2017 - 1
design:retail - April 2017 - Contents
design:retail - April 2017 - 3
design:retail - April 2017 - 4
design:retail - April 2017 - 5
design:retail - April 2017 - Editor’s Note
design:retail - April 2017 - 7
design:retail - April 2017 - On Trend
design:retail - April 2017 - 9
design:retail - April 2017 - 10
design:retail - April 2017 - 11
design:retail - April 2017 - 12
design:retail - April 2017 - 13
design:retail - April 2017 - 14
design:retail - April 2017 - 15
design:retail - April 2017 - We Love This!
design:retail - April 2017 - 17
design:retail - April 2017 - 18
design:retail - April 2017 - 19
design:retail - April 2017 - Designer Picks
design:retail - April 2017 - 21
design:retail - April 2017 - Clicks & Mortar
design:retail - April 2017 - 23
design:retail - April 2017 - Mingle
design:retail - April 2017 - 25
design:retail - April 2017 - 26
design:retail - April 2017 - 27
design:retail - April 2017 - 28
design:retail - April 2017 - 29
design:retail - April 2017 - Have You Heard?
design:retail - April 2017 - 31
design:retail - April 2017 - 32
design:retail - April 2017 - 33
design:retail - April 2017 - Ask Judy
design:retail - April 2017 - 35
design:retail - April 2017 - 36
design:retail - April 2017 - 37
design:retail - April 2017 - Shopping with Paco
design:retail - April 2017 - 39
design:retail - April 2017 - 2017 Markopoulos Award Winner
design:retail - April 2017 - 41
design:retail - April 2017 - 42
design:retail - April 2017 - 43
design:retail - April 2017 - 44
design:retail - April 2017 - 45
design:retail - April 2017 - 40 Under 40
design:retail - April 2017 - 47
design:retail - April 2017 - 48
design:retail - April 2017 - 49
design:retail - April 2017 - 50
design:retail - April 2017 - 51
design:retail - April 2017 - 52
design:retail - April 2017 - 53
design:retail - April 2017 - 54
design:retail - April 2017 - 55
design:retail - April 2017 - Foot Locker
design:retail - April 2017 - 57
design:retail - April 2017 - 58
design:retail - April 2017 - OICover1
design:retail - April 2017 - OICover2
design:retail - April 2017 - OI1
design:retail - April 2017 - OI2
design:retail - April 2017 - OI3
design:retail - April 2017 - OI4
design:retail - April 2017 - OI5
design:retail - April 2017 - OI6
design:retail - April 2017 - OI7
design:retail - April 2017 - OI8
design:retail - April 2017 - OI9
design:retail - April 2017 - OI10
design:retail - April 2017 - OI11
design:retail - April 2017 - OI12
design:retail - April 2017 - OI13
design:retail - April 2017 - OICover4
design:retail - April 2017 - 59
design:retail - April 2017 - 60
design:retail - April 2017 - 61
design:retail - April 2017 - GlobalShop 2017 Roundup
design:retail - April 2017 - 63
design:retail - April 2017 - 64
design:retail - April 2017 - 65
design:retail - April 2017 - 66
design:retail - April 2017 - 67
design:retail - April 2017 - 68
design:retail - April 2017 - 69
design:retail - April 2017 - 70
design:retail - April 2017 - 71
design:retail - April 2017 - 72
design:retail - April 2017 - 73
design:retail - April 2017 - 74
design:retail - April 2017 - 75
design:retail - April 2017 - ICFF Products
design:retail - April 2017 - 77
design:retail - April 2017 - 78
design:retail - April 2017 - 79
design:retail - April 2017 - Backstory
design:retail - April 2017 - Cover3
design:retail - April 2017 - Cover4
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https://www.nxtbook.com/nxtbooks/designretail/20200506
https://www.nxtbook.com/nxtbooks/designretail/20200304
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https://www.nxtbook.com/nxtbooks/designretail/20191112
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https://www.nxtbook.com/nxtbooks/designretail/201907
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https://www.nxtbook.com/nxtbooks/designretail/201802
https://www.nxtbook.com/nxtbooks/designretail/201801
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https://www.nxtbook.com/nxtbooks/designretail/201610
https://www.nxtbook.com/nxtbooks/designretail/201609
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https://www.nxtbook.com/nxtbooks/designretail/201607
https://www.nxtbook.com/nxtbooks/designretail/201606
https://www.nxtbook.com/nxtbooks/designretail/20160405
https://www.nxtbook.com/nxtbooks/designretail/201603
https://www.nxtbook.com/nxtbooks/designretail/201602
https://www.nxtbook.com/nxtbooks/designretail/201601
https://www.nxtbook.com/nxtbooks/designretail/20151112
https://www.nxtbook.com/nxtbooks/designretail/201510
https://www.nxtbook.com/nxtbooks/designretail/201509
https://www.nxtbook.com/nxtbooks/designretail/201508
https://www.nxtbook.com/nxtbooks/designretail/201507
https://www.nxtbook.com/nxtbooks/designretail/201506
https://www.nxtbook.com/nxtbooks/designretail/20150405
https://www.nxtbook.com/nxtbooks/designretail/201503
https://www.nxtbook.com/nxtbooks/designretail/201502
https://www.nxtbook.com/nxtbooks/designretail/201501
https://www.nxtbook.com/nxtbooks/designretail/20141112
https://www.nxtbook.com/nxtbooks/designretail/201410
https://www.nxtbook.com/nxtbooks/designretail/201409
https://www.nxtbook.com/nxtbooks/designretail/201408
https://www.nxtbook.com/nxtbooks/designretail/201407
https://www.nxtbook.com/nxtbooks/designretail/201406
https://www.nxtbook.com/nxtbooks/designretail/20140405
https://www.nxtbook.com/nxtbooks/designretail/201403
https://www.nxtbook.com/nxtbooks/designretail/201402
https://www.nxtbook.com/nxtbooks/nielsen/designretail_201401
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20131112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201310
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201309
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201308
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201307
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201306
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20130405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20130203
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201301
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20121112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201210
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201209
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https://www.nxtbook.com/nxtbooks/nielsen/ddi_201207
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https://www.nxtbook.com/nxtbooks/nielsen/ddi_20120203
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201201
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https://www.nxtbook.com/nxtbooks/nielsen/ddi_201110
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201110v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201109_v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201109
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201108_v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201108
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201107
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https://www.nxtbook.com/nxtbooks/nielsen/ddi_201103
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20110102
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20101112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201010
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https://www.nxtbook.com/nxtbooks/nielsen/ddi_201007
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https://www.nxtbook.com/nxtbooks/nielsen/ddi_20100405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201003
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https://www.nxtbook.com/nxtbooks/nielsen/ddi_20091112
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https://www.nxtbook.com/nxtbooks/nielsen/ddi_200909
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https://www.nxtbook.com/nxtbooks/nielsen/ddi_200906
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