design:retail - March 2018 - 91

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Amazon Books
3441 N. Southport Ave.
As e-commerce platforms are seeing
the power in creating a smart "clicksand-mortar" physical presence that
engages shoppers to discover and
connect, Amazon has turned a new page
in its book by opening its own branded
bookstores. The 6,000-sq.-ft. Lakeview
shop that opened last year is symbolic:
it was one of the first experiences for
shoppers to put a face to Amazon in a
neighborhood setting. Online, Amazon's
customer comments play a big part in
influencing purchasing decisions; at
the store, this data-driven rating system
influences how books are displayed. On
the first main table that greets shoppers, books that received a customer rating of at least 4.8
stars (out of 5) are on display, regardless of how new they are. A descriptive card with a rating
and customer review accompanies each title, and they are grouped into categories like books
that resonate with Amazon users in Chicago, those with geo-specific themes, books with more
than 10,000 online reviews and books "Kindle readers finished within three days." All books
in the store are at least 4 stars, according to ratings by millions of Amazon's shoppers, including
children's books, which are displayed beneath a cityscape mural by artist Michael Martinez.
A large, brightly lit electronics area is dedicated to the brand's tech toys like Kindles and Echo
smart speakers, plus kitchen appliances and vinyl records.
Rather than taking a "grab-and-go" approach, the space wants to create a relationship with
shoppers offline and encourages visitors to stay a while, grab a cup of Stumptown and a local
Poppies Dough pastry at its café, and dive into a new read.
Photo courtesy of AMAZON BOOKS

Dior

931 N. Rush St.
Fixed atop the downtown Chicago building that houses the city's newest Dior women's
store is a star, a symbol of good luck from Monsieur Dior. It's a fitting indicator of the
dreamy décor that plays backdrop to an elegant selection of ready-to-wear, jewelry and
accessories inside the modern two-story boutique. The spacious design pays homage
to the brand's original flagship on Avenue Montaigne (designed by Peter Marino
Architects) with contemporary updates like floating, polished blade shelves displaying
handbags, luxurious seating by Paris-based Hamilton Conte in a textural, organic
cream, and a transparent frit glass façade with a caning-printed motif. Light wood
flooring leads to a staircase that takes shoppers to the second floor, where womenswear
items hang gently next to a quirky wrought-iron sculpture by Julie Gauthron that was
created specifically for this boutique. The piece rests above a sleek console designed by
Malherbe Editions to complement the clean, bright space.
Photo courtesy of DIOR

Rapha
1514 N. Milwaukee Ave.
Designed for the most
discerning cyclists, the
British brand Rapha retails
high-performing apparel
and accessories, but it also
offers a strong sense of
camaraderie in a roughly
3,000-sq.-ft. "clubhouse"
in Wicker Park. The Chicago
outpost, which also features a membership program, fits into Rapha's mission to
push the norms of a store environment by equally emphasizing its social experience
and creating a bond over a love of the sport. In the Chicago store, the brand features a
multipurpose, workshop-style space with exposed brick walls, industrial overhead
lighting and sleek, light wood bar counter seating. Fun fact: the charming storefront's
exterior was featured as a fictional record store in the movie "High Fidelity" starring
Chicagoan John Cusack. With records spinning inside, it's a lively, warm place where
cyclists can browse top-of-the-line gear, munch on avocado toast and coffee, watch
race screenings and gather for rides. The Rapha Cycling Club is the latest addition to
Windy City's storied cycling history-it was once considered the country's bicyclebuilding capital, has been home to 10 velodromes and has produced a lineage of pro
cyclists over the years.
Photo by CHRIS DILTS

Martha Mae: Art Supplies & Beautiful Things
5407 N. Clark St.
While art stores are aplenty in Chicago, the Andersonville area is home to one special gem-Martha
Mae, where gorgeously merchandised art supplies and a gallery of original works stand out even
louder than the store's exterior, clad in Pepto-pink brick. Its stylish, 20-something-year-old owner,
Jean Marie Cate, has marvelously orchestrated the shopper's journey to encourage the art of touching
in an experience that feels more European than Chicagoan. There are no glass cases that lend an air of
luxury; instead, maker culture is celebrated through cleverly arranged rows of white boxes of pencils
neatly juxtaposed against dark wood shelving, fine brass staples, pencil sharpers shaped like ducks,
collections of brushes, an "archive" of taxidermy animals used as drawing models, and the owner's
original artwork. From the start of the shopper's journey within the 700-sq.-ft. space to the finish
(when each purchase is carefully wrapped in Japanese paper, tied with a cotton string and knotted
with golden bells), Cate curates a world of wonder set to the tune of old soul and retro hip-hop.
Cate believes the power of brick-and-mortar is simple: "We remain as people, physical beings.
I find physical spaces and objects can have a profound effect on how we think, feel and act," she
explains. "I approach the design and merchandising of the shop as an installation taking into
consideration form, material, composition, etc."
Photo courtesy of JEAN MARIE CATE

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