DDi - October 2012 - (Page 30)

30 | How a brand becomes a retailer Three brands take the plunge into the standalone retail space By Lauren Mitchell, Associate Editor Zippo Founded in 1932, Bradford, Pa.-based Zippo Mfg. Co. got its start as a manufacturer of windproof lighters. Today, the company offers a diverse product line, including lighters and accessories, writing instruments, and men’s fragrances and lifestyle accessories—all showcased in a debut store at its Pennsylvania museum. The new 3,000-sq.-ft. retail space boasts a sleek, contemporary design to reflect the company’s revival as a lifestyle brand. “The goal was to utilize the style guide to create the first store reflecting a new Zippo experience for consumers,” says David Warfel, director of global marketing for Zippo. “We wanted to express the core essence of the Zippo brand—rugged, dependable, reliable and stylish.” Designed by Buffalo, N.Y.-based Hadley Exhibits, the space features a rich, masculine color scheme, with materials, such as wood, leather and metal, lending an edgy, urban feel. Details like hand-painted brick and hanging racks with raw, riveted surface treatments establish a look of timeworn tradition. The Zippo flame is a motif throughout the store, with fire-themed pendant lights that hang from the ceiling, shelving that references the signature Zippo windproof lighter stamp and brushed-aluminum back walls suggestive of the finish on the company’s classic #200 lighter. While the contemporary redesign exudes a new look and feel, it still maintains a nostalgic charm that brings focus to the rich history of the brand. Next year, the company plans to open approximately 25 Zippo lifestyle stores in China, India, Morocco and the Middle East. M aterializing a brand at retail creates new opportunities, expands reach and reinforces the customer’s relationship with the product. Design teams who have helped companies make this journey will tell you that the key to standalone success lies in the details, with everything from flooring to fixturing playing a role in the transformation. The following three brands—Zippo, McCormick and Tervis—recently took on the challenge, capturing the message and reflecting the spirit of their products in spaces that celebrate both their history and hopes for the future. Photo: Courtesy of Zippo Mfg. Co. | October 2012

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

DDi - October 2012
Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Visual Perspectives
Editor’s Choice
Design Snapshot
Crocs
When a brand becomes a retailer
POPAI’s 2012 Shopper Engagement Study
Lord & Taylor
Joe Fresh
State of the Retail Design Industry Survey 2012
RIght Light
In-Store Technology
Product Spotlight
Calendar
Advertisers
Classifieds
Shopping with Paco

DDi - October 2012