DDi - April/May 2013 - (Page 63)

| 63 director of creative services for Gap Inc. “We wanted to create a ‘found object’ feel.” The design team left the unit’s pre-existing studs and wood, and painted the walls white, creating a clean, modern space that would let the merchandise tell the brand story. To make the product really pop, the store features light, sleek, contemporary tables and surfaces designed to “disappear” behind the sweaters, denim, handbags and shoes galore. LED track lighting built into the existing tin ceiling, which was painted black, further emphasizes the product and punctuates the space. “The lights just kind of blend in, giving the unfinished ceiling a finished look,” Tretta says. “With the white walls and fixtures, it really creates these highs and lows in the state of mind of the store.” To inject the e-retailer’s dynamic personality into the space, the team abandoned the idea of permanent walls defining spaces, instead letting rolling rack fixtures create perpendicular divisions between the store’s various “shops.” “[Piperlime] is comprised of a lot of different brands pulled together, so there needed to be a flexibility in the space,” says Stephen Brady, executive vice president of creative design and development for Gap Inc. “Things needed to be able to move, grow, contract and expand depending on the story they were telling at that particular time or season.” With moveable fixtures that can quickly transform long feature walls into several smaller vignettes, the store can evolve and keep up with the fastpaced world of its fashion-focused customers. Amid the rolling rack fixtures, an art-installationinspired structure pays homage to the retailer’s beginnings and true passion—shoes. The centrally located display makes a dramatic statement and helps to establish the store’s organic flow without obstructing the space, maintaining an open, airy www.ddionline.com http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - April/May 2013

DDi - April/May 2013
Table of Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Visual Perspectives
Editor’s Choice
Design Snapshot
Design Snapshot
Markopoulos Award
Tazo Tea
Tiffany & Co.
Experience Makers
Piperlime
Mattel Experience
CookHouse
Aéropostale
Paris Kids Department
Technology & Customer Engagement Section
Technology Trends
Big Data Column
In-Store Technology
Product Spotlight
Design Leaders 2013
Right Light
GlobalShop Coverage
Special Events
Conference Schedule
Chicago Retail
Exhibitor Products
Calendar
Advertisers
Classifieds
Shopping with Paco

DDi - April/May 2013