design:retail - July 2017 - 64

064

← Gensler set out
to create an
approachable,
flexible space.

↙ Concealed
sensors provide
data on sales,
foot traffic and
other shopper
analytics.

→ The neutral
palette allows
the everchanging
products to be
the heroes in
the space.

engineered oak wood floor with a dark stain). The
ceiling heights also vary between the light and dark
sides to further define the product and demo zones.
"This split creates a dramatic architectural statement and is intended to draw customers, eventually becoming an iconic retail expression of the
b8ta brand," Carr describes.
The use of light also plays a significant role in the
design. An LED light strip carried around the entire store perimeter draws the eye to the product
display plane. Ceiling-mounted LED tracks and
LED track heads also light the product tables at
the center of the store, and focused adjustable LED
downlights spotlight the products on the dark side.
For every product on both the demo and display sides, there is an iPad mounted to a "brick."
Designed by b8ta, the user interface and brick
design tie the product presentation together for
customers. All of these design tricks re-emphasize
b8ta and Gensler's goals: discovery through clear,
simple communication. "As beautiful as the space
is, it goes unnoticed, because it directs your eye to
the product, which is clearly the objective," adds
Jill Nickels, principal and studio director, Gensler.
"This is not your standard retailer looking for financial transactions."
While each store focuses on the global brand
message, the interior design does allow for localized messaging. "There is a place for localized
messaging that may change for the store," Carr
says. "[And in each] store there is that one element
that is specific to the needs of the local market." For
instance, the Austin store has a kitchen counter for
kitchen products and a larger focus on music and
audio products. At the Santa Monica store, which
is located in a section of Santa Monica Place that
focuses on kid-focused retail, the front of the b8ta
store is dedicated to children's products, with shelf
heights catered to kids' body heights, soft woven
poufs and multicolored pendant lights. The future
San Francisco site will have a social meeting area
for b8ta executives to host makers and investors.
The basis of b8ta is much more than a retail
space. "I hope [our business model] has a profound
effect. The current retail model is very tired, and
with the exception of a few retailers, the industry is
failing to embrace technology," Raub says. "Retailers need to be focused on bringing new products to
market faster, creating experiences that customers
want and, lastly, developing a feedback loop to iterate on those experiences."
This is a curated environment seeking human
touch. Go ahead and touch away.
JULY 2017

DESIGNRETAILONLINE.COM

GLOBALSHOP.ORG

PROJECT FILE
b8ta

*Multiple locations (Pictured: Santa Monica, Calif.)
RETAILER

b8ta
CONTRACT DESIGN FIRM/
ARCHITECT/ LIGHTING/
SIGNAGE/GRAPHICS

Gensler
GENERAL CONTRACTOR

Trainor Construction
CONSULTANTS/ENGINEERS

Henderson (MEP), KPFF
(structural engineers)
STORE FIXTURES/MILLWORK

Fleetwood
FLOORING

Crossville
SURFACING

LG Hausys
WALLCOVERINGS

Sutherland Felt Co.
PAINT

Benjamin Moore
GLASS

Nor-Cal Glass
SPECIAL FINISHES

Kirei Panels (felt hood) 
TECHNOLOGY

b8ta
Information in the project file is
provided by the retailer and/or
design firm.
*This Project FIle does not
reflect materials used in the
Palo Alto location.

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

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

design:retail - July 2017
Contents
Editor’s Note
On Trend
We Love This!
Designer Picks
Clicks & Mortar
Postcard
Mingle
Before & After
How'd They Do That?
Inspirations
Have You Heard?
Ask Judy
Shopping with Paco
Best Friends Animal Society
b8ta
Design Within Reach
Fixture Leaders
Products
Backstory
design:retail - July 2017 - Intro
design:retail - July 2017 - CT1
design:retail - July 2017 - CT2
design:retail - July 2017 - design:retail - July 2017
design:retail - July 2017 - Cover2
design:retail - July 2017 - 1
design:retail - July 2017 - Contents
design:retail - July 2017 - 3
design:retail - July 2017 - 4
design:retail - July 2017 - 5
design:retail - July 2017 - Editor’s Note
design:retail - July 2017 - 7
design:retail - July 2017 - On Trend
design:retail - July 2017 - 9
design:retail - July 2017 - 10
design:retail - July 2017 - 11
design:retail - July 2017 - 12
design:retail - July 2017 - 13
design:retail - July 2017 - We Love This!
design:retail - July 2017 - 15
design:retail - July 2017 - 16
design:retail - July 2017 - 17
design:retail - July 2017 - 18
design:retail - July 2017 - 19
design:retail - July 2017 - Designer Picks
design:retail - July 2017 - 21
design:retail - July 2017 - Clicks & Mortar
design:retail - July 2017 - 23
design:retail - July 2017 - Postcard
design:retail - July 2017 - 25
design:retail - July 2017 - Mingle
design:retail - July 2017 - 27
design:retail - July 2017 - 28
design:retail - July 2017 - 29
design:retail - July 2017 - 30
design:retail - July 2017 - 31
design:retail - July 2017 - 32
design:retail - July 2017 - 33
design:retail - July 2017 - Before & After
design:retail - July 2017 - 35
design:retail - July 2017 - How'd They Do That?
design:retail - July 2017 - 37
design:retail - July 2017 - 38
design:retail - July 2017 - 39
design:retail - July 2017 - Inspirations
design:retail - July 2017 - 41
design:retail - July 2017 - Have You Heard?
design:retail - July 2017 - 43
design:retail - July 2017 - Ask Judy
design:retail - July 2017 - 45
design:retail - July 2017 - Shopping with Paco
design:retail - July 2017 - 47
design:retail - July 2017 - Best Friends Animal Society
design:retail - July 2017 - 49
design:retail - July 2017 - 50
design:retail - July 2017 - 51
design:retail - July 2017 - 52
design:retail - July 2017 - 53
design:retail - July 2017 - 54
design:retail - July 2017 - 55
design:retail - July 2017 - 56
design:retail - July 2017 - 57
design:retail - July 2017 - b8ta
design:retail - July 2017 - 59
design:retail - July 2017 - 60
design:retail - July 2017 - 61
design:retail - July 2017 - 62
design:retail - July 2017 - 63
design:retail - July 2017 - 64
design:retail - July 2017 - TCover1
design:retail - July 2017 - TCover2
design:retail - July 2017 - T1
design:retail - July 2017 - T2
design:retail - July 2017 - T3
design:retail - July 2017 - T4
design:retail - July 2017 - T5
design:retail - July 2017 - T6
design:retail - July 2017 - T7
design:retail - July 2017 - T8
design:retail - July 2017 - TCover3
design:retail - July 2017 - TCover4
design:retail - July 2017 - 65
design:retail - July 2017 - Design Within Reach
design:retail - July 2017 - 67
design:retail - July 2017 - 68
design:retail - July 2017 - 69
design:retail - July 2017 - 70
design:retail - July 2017 - 71
design:retail - July 2017 - 72
design:retail - July 2017 - 73
design:retail - July 2017 - Fixture Leaders
design:retail - July 2017 - 75
design:retail - July 2017 - 76
design:retail - July 2017 - OICover1
design:retail - July 2017 - OICover2
design:retail - July 2017 - OI1
design:retail - July 2017 - OI2
design:retail - July 2017 - OI3
design:retail - July 2017 - OI4
design:retail - July 2017 - OI5
design:retail - July 2017 - OI6
design:retail - July 2017 - OI7
design:retail - July 2017 - OI8
design:retail - July 2017 - OI9
design:retail - July 2017 - OI10
design:retail - July 2017 - OI11
design:retail - July 2017 - OI12
design:retail - July 2017 - OICover3
design:retail - July 2017 - OICover4
design:retail - July 2017 - 77
design:retail - July 2017 - 78
design:retail - July 2017 - 79
design:retail - July 2017 - 80
design:retail - July 2017 - 81
design:retail - July 2017 - 82
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design:retail - July 2017 - 84
design:retail - July 2017 - 85
design:retail - July 2017 - 86
design:retail - July 2017 - 87
design:retail - July 2017 - 88
design:retail - July 2017 - 89
design:retail - July 2017 - Products
design:retail - July 2017 - 91
design:retail - July 2017 - 92
design:retail - July 2017 - 93
design:retail - July 2017 - 94
design:retail - July 2017 - 95
design:retail - July 2017 - Backstory
design:retail - July 2017 - Cover3
design:retail - July 2017 - Cover4
design:retail - July 2017 - MCover1
design:retail - July 2017 - MCover2
design:retail - July 2017 - M3
design:retail - July 2017 - M4
design:retail - July 2017 - M5
design:retail - July 2017 - M6
design:retail - July 2017 - M7
design:retail - July 2017 - M8
design:retail - July 2017 - M9
design:retail - July 2017 - M10
design:retail - July 2017 - M11
design:retail - July 2017 - M12
design:retail - July 2017 - M13
design:retail - July 2017 - M14
design:retail - July 2017 - M15
design:retail - July 2017 - M16
design:retail - July 2017 - M17
design:retail - July 2017 - M18
design:retail - July 2017 - M19
design:retail - July 2017 - M20
design:retail - July 2017 - M21
design:retail - July 2017 - M22
design:retail - July 2017 - M23
design:retail - July 2017 - M24
design:retail - July 2017 - M25
design:retail - July 2017 - M26
design:retail - July 2017 - M27
design:retail - July 2017 - M28
design:retail - July 2017 - M29
design:retail - July 2017 - M30
design:retail - July 2017 - M31
design:retail - July 2017 - M32
design:retail - July 2017 - M33
design:retail - July 2017 - M34
design:retail - July 2017 - M35
design:retail - July 2017 - M36
design:retail - July 2017 - M37
design:retail - July 2017 - M38
design:retail - July 2017 - M39
design:retail - July 2017 - M40
design:retail - July 2017 - M41
design:retail - July 2017 - M42
design:retail - July 2017 - M43
design:retail - July 2017 - M44
design:retail - July 2017 - M45
design:retail - July 2017 - M46
design:retail - July 2017 - M47
design:retail - July 2017 - M48
design:retail - July 2017 - M49
design:retail - July 2017 - M50
design:retail - July 2017 - M51
design:retail - July 2017 - M52
design:retail - July 2017 - M53
design:retail - July 2017 - M54
design:retail - July 2017 - M55
design:retail - July 2017 - M56
design:retail - July 2017 - M57
design:retail - July 2017 - M58
design:retail - July 2017 - M59
design:retail - July 2017 - M60
design:retail - July 2017 - M61
design:retail - July 2017 - M62
design:retail - July 2017 - M63
design:retail - July 2017 - M64
design:retail - July 2017 - M65
design:retail - July 2017 - M66
design:retail - July 2017 - M67
design:retail - July 2017 - M68
design:retail - July 2017 - M69
design:retail - July 2017 - M70
design:retail - July 2017 - M71
design:retail - July 2017 - M72
design:retail - July 2017 - M73
design:retail - July 2017 - M74
design:retail - July 2017 - M75
design:retail - July 2017 - M76
design:retail - July 2017 - M77
design:retail - July 2017 - M78
design:retail - July 2017 - MCover3
design:retail - July 2017 - MCover4
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http://www.nxtbook.com/nxtbooks/designretail/20151112
http://www.nxtbook.com/nxtbooks/designretail/201510
http://www.nxtbook.com/nxtbooks/designretail/201509
http://www.nxtbook.com/nxtbooks/designretail/201508
http://www.nxtbook.com/nxtbooks/designretail/201507
http://www.nxtbook.com/nxtbooks/designretail/201506
http://www.nxtbook.com/nxtbooks/designretail/20150405
http://www.nxtbook.com/nxtbooks/designretail/201503
http://www.nxtbook.com/nxtbooks/designretail/201502
http://www.nxtbook.com/nxtbooks/designretail/201501
http://www.nxtbook.com/nxtbooks/designretail/20141112
http://www.nxtbook.com/nxtbooks/designretail/201410
http://www.nxtbook.com/nxtbooks/designretail/201409
http://www.nxtbook.com/nxtbooks/designretail/201408
http://www.nxtbook.com/nxtbooks/designretail/201407
http://www.nxtbook.com/nxtbooks/designretail/201406
http://www.nxtbook.com/nxtbooks/designretail/20140405
http://www.nxtbook.com/nxtbooks/designretail/201403
http://www.nxtbook.com/nxtbooks/designretail/201402
http://www.nxtbook.com/nxtbooks/nielsen/designretail_201401
http://www.nxtbook.com/nxtbooks/nielsen/ddi_20131112
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201310
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201309
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201308
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201307
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201306
http://www.nxtbook.com/nxtbooks/nielsen/ddi_20130405
http://www.nxtbook.com/nxtbooks/nielsen/ddi_20130203
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201301
http://www.nxtbook.com/nxtbooks/nielsen/ddi_20121112
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http://www.nxtbook.com/nxtbooks/nielsen/ddi_201208
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