DDi - April/May 2013 - (Page 87)

| 87 Left: Playful fixtures display merchandise in a creative way. Fun, playful features abound, such as interlinks through oversized doors and keyholes, a table made of skateboards for boys, and a deconstructed caravan for girls. The bespoke fixtures were inspired by outdoor adventure—rope, knots and swings—and the space is easy to shop through its large-scale navigation using a handdrawn version of the corporate Paris font. A series of patterns were developed, based on a geometric spirograph, to help further differentiate boys’ and Below: Raised timber flooring makes a distinctive division between sales areas and the circulation walkways. girls’ fashion. A softer version is used for babies and within the nursery area. The toy area sits at the heart of the space and is inspired by a toy factory wonderland. Toys are displayed on an 18-ft.-high, freestanding industrial framework, maximizing the height of the space. A mezzanine wraps around the area, used as a platform for visual merchandising. Customers can stand in the middle of the space and get a 360-degree view of the toys, evoking the feeling of being a small child in a giant toy factory. “This is a unique and special department and is now Santiago’s largest toy store,” Luque says. Plans call for the new kids concept to be integrated into existing Paris stores throughout Chile and any new markets where the retailer may pop up soon. |project file| Paris - Kids Department Quillin, Santiago, Chile IN-HOUSE DESIGN TEAM Cencosud Retail S.A. Santiago, Chile Paula Isabel Rivera Luque, managing director, store planning and visual merchandising Paris Valeria Bruzzone Goldsmith, manager, architecture Paris Carolina Alvarez de la Fuente, manager, visual merchandising María Antonieta Tapia, architect coordinator Francisco Nuñez Orellana, coordinator external brands FLOORING MK Santiago, Chile Duomo Santiago, Chile Budnik Santiago, Chile LIGHTING Downlight Santiago, Chile FIXTURES/FURNITURE Incubo Santiago, Chile Atrium Santiago, Chile Megamuebles Santiago, Chile PAINT FINISHES Sherwin Williams Cleveland CONTRACT DESIGN FIRM Dalziel and Pow London Sarah Fairhurst, associate design director, graphics Juan Diaz del Castillo, design project leader, interiors Natalia Vitorino, middleweight designer, graphics Libby Allen, interior designer, interiors PLASTIC LAMINATES Lamitech S.A. Bogota, Colombia ARCHITECT Innova Retail Santiago, Chile Pilar Contreras SIGNING/GRAPHICS Rojo Diseño GENERAL CONTRACTOR Cypco Santiago, Chile METALS, GLASS & SPECIAL FINISHES Milesi Pavia, Italy Vidrios Dell´Orto Santiago, Chile SOUND SYSTEMS Trigo Information in the project file is provided by the retailer and/or design firm. To email this article, visit www.ddionline.com/magazine. www.ddionline.com http://www.ddionline.com/magazine 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