DDi - October 2012 - (Page 46)

46 | store as “a journey.” “The interior recalls the fluidity and lightness of the Raymond Loewy designs for Lord & Taylor from the ’40s, under the direction of Dorothy Shaver,” he explains. “The two exterior entries are connected via a scale-modulating, non-planar ceiling surface composed of large, cable-hung pendant lights that corresponds to the façade’s structural triangles. A network of orthogonal, zigzag and curved paths, as well as ovoid-shaped nodes, organizes the space, providing moments of pause where sculpted columns energize and re-orient movement.” Although Ridge Hill is just Lord & Taylor’s second new store since 2001 (the retailer opened a store in Salem, N.H., this past March), the company also recently renovated the first floor of its Fifth Avenue flagship in New York. Mare Weiss, associate at Bergmeyer and senior designer on the project, says design inspiration for the fixtures and other interior features came from “design inspiration sketches” by Borruso, as well as the company’s desire to use some existing fixtures from Fifth Avenue. “Working with L&T Design and merchants, we updated details of the fixtures based on feedback from (the) New York City renovation, and we also changed some details and finishes to more align with the aesthetic of the new design,” she adds. Evoking the iconic Lord & Taylor logo, a dark gray is layered throughout the store among the sea of white. Borruso says custom carpeting in select areas features vertical lines that run the same direction as the lights in the ceiling, which also has some unique characteristics. “The ceiling is activated by a dropped, curved soffit around the periphery of the store, while the lighting grid is made unidirectional and linear, becoming another intuitive orientation tool for the public,” he adds. Mader of Hudson’s Bay says although the store is a bit smaller than the average Lord & Taylor (about 80,000 sq. ft. versus 100,000 sq. ft.), the open feel has an unexpected benefit as well—making the floor more hospitable to merchandise. “Giorgio pushed us to think about the fact that fixtures don’t have to be in a straight line; they can be more random, showcased in a more modern way than what she would typically see in a gridline fashion,” Mader adds. “[The merchandisers] didn’t think they could get that much product in there, but it’s been a learning experience. The product has never looked better.” Richard Hamori, vice president of Hudson’s Bay Co., says the company is looking ahead to a new store in Boca Raton, Fla., slated to open in 2013, and possibly a complete Fifth Avenue renovation in the near future. “As with any retailer, we are always searching for how we reinvent our brand,” he says. “We are still studying the store to understand what works and what doesn’t, and we’ll change going forward based on that. But, the overall perception so far is that it’s been well received by the company and the public. I’ve heard nothing but good things about it.” To email this article, visit www.ddionline.com/magazine. | October 2012 http://www.ddionline.com/magazine

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