DDi - April/May 2013 - (Page 70)

70 | Left: 3-D icons of popular Mattel products are displayed out front. Below: Guests can be living dolls in the life-size Barbie box. On the opposite wall, 280 Hot Wheels cars are similarly displayed around another multilayered lightbox graphic, drawing in collectors and enthusiasts of all ages. Different sized wall units display the merchandise, including cars, play sets and accessories. The circular layout of the store was inspired by the Mattel gear logo, along with the red-and-white color scheme. The ﬂow of the store goes around the center cashwrap, which sits underneath a 9-ft. lightbox on the ceiling that mimics the logo, and features smiling children seemingly looking in on the store. The placement of ﬁxtures also was important, because most shoppers will be coming in dragging luggage. The white tile ﬂoor makes it easy for wheels to roll, and there is enough space between ﬁxtures to maneuver around. Helgeson created an intentional illusion through the use and placement of rounded, marshmallowshaped ﬂoor ﬁxtures and cubby wall units. The cubbies are offset to introduce negative space to prevent sensory bombardment and to create a more open feeling, while exposing plenty of merchandise without overwhelming the shopper. The offset cubbies provide a sense of discovery, Helgeson exlains. “So when the customer is actually in the space, it encourages them to browse even more into the venue, and they feel like they’re discovering things as they move along,” she adds. Keeping customers engaged once they are in the store also posed a challenge. In the Fisher-Price area, there is a bright yellow, child-size table and two stools, encouraging guests to linger. Two computer play stations are set up on round logo forms | April/May 2013

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