DDi - September 2012 - (Page 29)

| 29 Giambattista Valli windows, Saks Fifth Avenue, New York were twists and turns that led him away from Saks for a period of time, only to be called back at a serendipitous moment to oversee visual merchandising, store planning and creative at Saks’ OFF 5TH division. Another challenge presented and accepted. During this time, Cunningham and his team rebranded and redesigned Saks Fifth Avenue OFF 5TH and created the “Luxury in a Loft” concept. A kit-of-parts store design—with a neutral palette, interchangeable parts and racks on casters—allowed for maximum ﬂexibility and a focus on product. His success at OFF 5TH was rewarded with a promotion to Saks Fifth Avenue’s fullline division, where he currently serves as the senior vice president of store planning, design and visual merchandising. He has been overseeing the expansion of 10022-SHOE, which debuted in late August, and has also been a part of the launch of the “Wear Now” ﬂoor in the company’s New York store, a concept now being expanded to other stores across the country. Cunningham is in search of the next new thing for visual merchandising and display. “We want to add a bit of fun and interest to both show windows and interiors,” he says. “I want to challenge the status quo and ﬁnd what’s next, the new live edge.” At the Bal Harbour store in Florida, his team is reinventing the accessories experience. “We are moving things out of the traditional caseline format, so accessories become a place of discovery—a place to pick things up and try them on, a place to interact much more with product,” Cunningham explains. At all Saks locations, local art and a connection with the community are differentiating the Saks experience. Surprises, such as a metal lobster used in a jewelry display in Bal Harbour, create special moments for customers and ties to the community. Cunningham is especially proud of the tribute Saks made in the New York store The new Home Floor, Saks Fifth Avenue, New York last year on 9/11. “The windows were closed for two product,” Cunningham says. “I want displays days in honor of the 10th anniversary of 9/11,” that will excite you, windows that cause you to he says. “We closed 34 windows and listed all the stop and smile. Then, we will interject technolnames of the victims of both the 1993 World Trade ogy in interesting and unexpected ways to be a Center attack, as well as the 9/11 terrorist attacks.” part of the total experience.” Cunningham is inspired by his 3-year-old For Cunningham, it all goes back to the motwins, and the way they see the world in such an ments he enjoyed long ago: the ﬂufﬁng of the unjaded and unaffected way. “I live in the greatest Christmas tree, the visual merchandising, the city in the world, where I am exposed to the highstore window display, the fresh ﬂowers…the est of the highs and lowest of the lows,” Cunningthings that create excitement in the department ham describes. He takes pictures of the strangest, store experience. These moments have led him to weirdest things that may seem like nothing, but where he is today, and it is this infectious passion have turned into memorable design ideas. and excitement that will no doubt carry him into “You can’t touch a dress on an iPad, so the continued success. store environment allows you to experience the www.ddionline.com Photo: Michael Ross Photo: Courtesy of Saks Fifth Avenue http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - September 2012

DDi - September 2012
Table of Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Greentailing
Editor’s Choice
Portfolio Awards 2012
Retail Design Luminaries
Retail Design Influencers
Design Firms of the Year
Best Visual Merchandising Programs
Retailer of the Year
Best-Designed Stores of the Year
Retail Standouts
Calendar
Advertisers
Classifieds
Think Tank

DDi - September 2012