DDi - February/March 2012 - (Page 22)
22 | Design Snapshot
C
Designed to imperfection
A denim-driven brand marches to its own beat
By Lauren Mitchell
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Photos: Courtesy of Kellwood
hesterfield, Mo.-based Kellwood Co.— responsible for brands like My Michelle, Baby Phat and XOXO—opened the doors to its newest retail project, Lamb & Flag, on Dec. 16, 2011. The concept, which began as an e-commerce site, was developed with the help of New York-based brand strategy consultants Graj + Gustavsen and architectural service provider Menemsha. With a young, rough-aroundthe-edges set in mind, the design team sought to create a space with rock 'n' roll spirit inspired by the brand message that “imperfection is the new perfection.” “The retail space is a mash up of an English pub with a Gilded Age mansion that has fallen into disarray,” says Gary Winston, vice president of Lamb & Flag. The name itself comes from a well-known English pub, and references to the British locale can be found throughout the store, including the salvaged wood floors and bar-style cashwrap. Denim, the brand’s merchandising focus, is also a design focus within the 3,100-sq.-ft. space, and can be found rolled and tucked into shelving, mixed in with books on tables or hanging from vintage dry-cleaning racks. Interior accents, such as distressed-velvet draperies, vintage chandeliers and custom leather furniture, create an aesthetic tone Winston describes as “wrecked elegance.” While the space has a worn, classic look, unconventional elements give it an edgy punch. The dressing rooms feature three lighting settings— morning, daytime and evening—and a “window” into the neighboring fitting room, which is actually a video of a woman who acknowledges the customer looking into her “dressing room” while she tries on clothing. “The whole idea of this brand is to be disruptive and come up with new ways of doing things,” Winston says. The brand’s revolution will continue with two additional Los Angeles locations slotted for February 2012, and an eventual goal to grow to 700 or 800 doors. Rock on!
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Table of Contents for the Digital Edition of DDi - February/March 2012
DDi - February/March 2012
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
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201208
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201207
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201206
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20120405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20120203
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201201
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20111112
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
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201106
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20110405
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
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201009
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201008
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201007
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201006
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20100405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201003
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20100102
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20091112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200910
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200909
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200908
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200907
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200906
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200905
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200904
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200903
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200902
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200901
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200812
https://www.nxtbookmedia.com