Contract - July/August 2011 - (Page 115)
Pink armoires adorned with nailheads enclose accessories in the b-Style Bar (opposite), a personal stylist service on the second level. Retractable pods (above and opposite), which look like Japanese lanterns, are pulled to the floor to serve as dressing rooms and whoosh up and fold away when needed. The pods create a fun, casual ambience designed to appeal to younger shoppers.
While Bloomingdale’s already had a strong presence in Southern California, with large-scale stores at the Beverly Center, Century City, and South Coast Plaza, the retailer found the location in Santa Monica Place mall to be ideal for the new smaller-format store for several reasons. Not only is the mall located near the Third Street Promenade, which has recently undergone a successful renaissance, but it was also being completely rebuilt and redeveloped with a series of higher-end stores, including Tiffany & Co., Marc Jacobs, Nordstrom, Louis Vuitton, and other local heavyweights, which attract the kind of style-conscious clientele that the small-scale Bloomingdale’s store caters to. It’s also just a mere two blocks from the beach, adding to its appeal as a destination locale.
Adapted for context
Working closely with Jack Hruska, Bloomingdale’s senior vice president of creative services, the design team set the tone with signature Bloomingdale’s elements, but adapted the 101,000-square-foot store to suit its context. According to Calabrese, Hruska’s inspiration drove the design of the store. “He wanted to do a Bloomingdale’s with a beachy vibe,” says the designer, “but not the hokey beach quality you usually think of.”
Ground Floor Plan
www.contractdesign.com
contract july/august 2011
115
http://www.contractdesign.com
Table of Contents for the Digital Edition of Contract - July/August 2011
Contract - July/August 2011
Contents
Editorial
Industry News
Product Focus: Change it Up
Product Focus: Angling for Attention
Product Focus: (Good) Writing on the Wall
Product Focus: Come Together
Best of NeoCon® 2011
Making a Marc
Becoming Kate
Ray of Light
True Blue
Nature Speaks
A New Home
Bloomie's New Edition
Shring to Fitness
Practice: Smaller, Sustainable Retail
Trends: Retail Retrofit
Designers Select: Fabrics
Sources
Ad Index
Perspectives
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