DDi - January 2013 - (Page 42)

42 | Top: A spacious mezzanine serves as a high-service area that allows for personal relationships to develop between the shopper and the ColorPlus brand. Middle: A combination of lifestyle imagery and close-up attributes of the product make for an educational graphics package. Bottom: Color shops provide access to product and an in-depth presentation of the selections available. “Throughout the design we reference the aesthetics of a factory, as well as mid-century French industrial design,” Carr describes. “We developed an architectural language inspired by factory windows—a refined industrial aesthetic. We carefully selected quality materials and designed custom fixtures and details to have timeless appeal to the customers.” The design team explored how to engage customers upon entering a store, and display products in a way that communicates lifestyle, rather than simply warehousing a supply of garments. The team opted to slice the store from front to back, with one side clearly defined by a dramatic gallery wall. This two-story “gallery” celebrates and defines the ColorPlus lifestyle, while “color shops” on the other half of the store provide access to product and create an in-depth presentation of the selections available. “The gallery wall displays what is fresh and new,” Carr says. “The other side of the store provides more selfservice opportunities for customers looking for specific products.” Large- and small-scale graphics were integrated with the displays to further communicate the ColorPlus story. “Large-scale graphic panels at the gallery wall incorporate blackand-white lifestyle imagery that can be changed seasonally,” Carr says. “Small-scale graphics focus on the attributes and construction of the products, and provide educational information around the quality and technical details of the cloth.” Another key element of the store—the “spool wall”—continues this focus on the quality of the materials and garment fabrication. An eye-catching detail toward the back of the store, this dramatic presentation of colorful factory thread spools is constructed in the form of a screen wall that creates impact with the customer base. The sculptural element can be rearranged to change the color accents or serve as a display area for items, such as shoes. | January 2013

Table of Contents for the Digital Edition of DDi - January 2013

DDi - January 2013
Table of Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Visual Perspectives
Editor’s Choice
Design Snapshot
Penalty
Great Dane Furniture
International Perspectives
ColorPlus
Right Light
In-Store Technology
Retail Design Collective
Product Spotlight
Calendar
Advertisers
Classifieds
Shopping with Paco

DDi - January 2013