Signs of the Times - April 2020 - 41

PHOTO COURTESY OF MARK STEELE

of the window, putting the process
on prominent display to pedestrians
(which are typically mall patrons, as
most Claire's are in such shopping
complexes).
"Neon is very on trend right now,
and Claire's wants to be at the forefront
of trends and fashion," McQuilkin
said. Reinforcing the availability of
its popular piercing service is vertical
lettering sign by Triangle reading "ear
piercing" on the side wall opposite
the piercing station.
Beyond those changes, the designers
sought to visually unite the store's
interior walls by installing a horizontal band of metallic wallcovering
at their tops bearing the brand's
signature purple. On the side walls,
that band is covered with graffiti-like
messages that were created by BHDP
graphic artists and screenprinted
on silver-metallic wallcovering by
Perspectives in Print. "These are meant
to look like handwritten messages,
things you would write in a note to
a BFF," said BHDP senior graphic
designer Heather Steiner.
Anchoring the back wall is a nonilluminated channel letter sign bearing
the retailer's name created by Triangle.
That sign, in turn, is embedded in a
set of interlocking sequin panels that
was fabricated by SparkleMasters
that makes the surface appear to
shimmer.

"The 'shimmer wall' helped achieve
the client's goal of bringing more
sparkle and overall visual excitement
to the space," McQuilkin said.
Triangle also made signs reading
"be-you-tiful" for one side wall and
"dream big" on the other, along with
the illuminated "claire's" sign on the
store's front fa├žade. Beyond that,
designers added one other signage
system to the space: a rail running
along the side walls with hanging
category signs ("hot new trends,"
"hair flowers," "style your space," etc.)
from Testrite.
"The product offerings can get
very busy, so having those signs

made the overall space a little
cleaner and easier to navigate," BHDP's
Steiner said.
Finally, BHDP used signage to
enhance the store's entry/exit experience. Upon entering, customers
are greeted with a "hello beautiful"
message projected via a spotlight
on the floor. "It's more cost-effective
than embedding something there,
and it also allows them to change or
update the messaging as needed,"
McQuilkin said. And on their way
out, customers see a sign by Triangle
embedded in a cross member
above the door that says, "we make
memories."
SIGNSOFTHETIMES.COM

41


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Signs of the Times - April 2020

Table of Contents for the Digital Edition of Signs of the Times - April 2020

Contents
Signs of the Times - April 2020 - Intro
Signs of the Times - April 2020 - BB1
Signs of the Times - April 2020 - BB2
Signs of the Times - April 2020 - Cover1
Signs of the Times - April 2020 - Cover1a
Signs of the Times - April 2020 - Cover1b
Signs of the Times - April 2020 - Cover2
Signs of the Times - April 2020 - 1
Signs of the Times - April 2020 - Contents
Signs of the Times - April 2020 - 3
Signs of the Times - April 2020 - 4
Signs of the Times - April 2020 - 5
Signs of the Times - April 2020 - 6
Signs of the Times - April 2020 - 7
Signs of the Times - April 2020 - 8
Signs of the Times - April 2020 - 9
Signs of the Times - April 2020 - 10
Signs of the Times - April 2020 - 11
Signs of the Times - April 2020 - 12
Signs of the Times - April 2020 - 13
Signs of the Times - April 2020 - 14
Signs of the Times - April 2020 - 15
Signs of the Times - April 2020 - 16
Signs of the Times - April 2020 - 17
Signs of the Times - April 2020 - 18
Signs of the Times - April 2020 - 19
Signs of the Times - April 2020 - 20
Signs of the Times - April 2020 - 21
Signs of the Times - April 2020 - 22
Signs of the Times - April 2020 - 23
Signs of the Times - April 2020 - 24
Signs of the Times - April 2020 - 25
Signs of the Times - April 2020 - 26
Signs of the Times - April 2020 - 27
Signs of the Times - April 2020 - 28
Signs of the Times - April 2020 - 29
Signs of the Times - April 2020 - 30
Signs of the Times - April 2020 - 31
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Signs of the Times - April 2020 - 33
Signs of the Times - April 2020 - 34
Signs of the Times - April 2020 - 35
Signs of the Times - April 2020 - 36
Signs of the Times - April 2020 - 37
Signs of the Times - April 2020 - 38
Signs of the Times - April 2020 - 39
Signs of the Times - April 2020 - 40
Signs of the Times - April 2020 - 41
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Signs of the Times - April 2020 - 43
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Signs of the Times - April 2020 - 49
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Signs of the Times - April 2020 - 72
Signs of the Times - April 2020 - Cover3
Signs of the Times - April 2020 - Cover4
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