VMSD - May 2011 - (Page 25)
the next. The store offers a subtle interpretation of a journey through New York architecture, using form, mass and materials, says Christina Bouser, senior store design manager. Red glass is used as a brand statement at three anchor points of the store – the women’s and men’s jeans bars and the cashwraps – to draw attention to and define these areas. Three highgloss black action mannequins wearing red feathered wigs entice shoppers up three steps to a registration of sunglasses and accessories. All the mannequins, supplied by Fusion Specialties (Broomfield, Colo.), were custom-designed for each merchandise classification. In an effort to capture all perimeter wall opportunities, a shoe and handbag tease is offered along the front wall of the escalator well, with product visible from the street-level window. The point of entry to the escalator is graced by a 12-foot-high LED screen showing branded fashion shows and campaign videos. Hand-applied Venetian plaster ambles along the back wall and up the escalator well, providing a tex-
tural counterpoint to highly polished metal and glass surfaces. The majority of the second floor is devoted to men’s clothes, highlighted by the residential feel of a leather upholstered couch and club chair, and the men’s jeans bar. Two corner windows on each side of the floor project oversized Guess logos onto Fifth Avenue. Surfboards emblazoned with the Guess logo, and oversized backlit graphics strategically positioned throughout the space, continue the dialog with the customer. They communicate seasonal offerings and the attributes of the brand with imagery that suggests a casual, youthful lifestyle consistent with the Guess point of view. In composite, all of the details are meant to support a brand recognizable both for its cutting-edge marketing campaigns and its comfortable familiarity. “The store is built around the history of the brand, where we were and where we’re going,” says Brett Horton, Guess director of store design. x
Project SuPPlierS
retailer
Guess inc., Los angeles
FixtureS
iDx, Earth City, Mo. Genius P.o.o.F., Hong Kong rob Weaver, St. Louis
liGhtinG
Specialty lighting Group, Centerbrook, Conn. hudson Furniture inc., New york Suffolk Designer lighting, Southampton, N.y. randy Burkett, St. Louis
MannequinS/ForMS
Fusion Specialties, Broomfield, Colo.
ProPS anD DecorativeS
elevations inc., Charlotte, N.C. andres, Chicago
For a full list of suppliers, go to vmsd.com.
vmsd.com | May 2011
25
http://www.vmsd.com
http://www.vmsd.com
Table of Contents for the Digital Edition of VMSD - May 2011
VMSD - May 2011
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
Nature’s Calling
Guess Again
A Study in Contrasts
Signs of Change
Sharper Image
Showroom
Ad Index
Checking Out
VMSD - May 2011
VMSD - May 2011 - (Page Intro)
VMSD - May 2011 - VMSD - May 2011 (Page Cover1)
VMSD - May 2011 - VMSD - May 2011 (Page Cover2)
VMSD - May 2011 - VMSD - May 2011 (Page 1)
VMSD - May 2011 - Contents (Page 2)
VMSD - May 2011 - Contents (Page 3)
VMSD - May 2011 - From the Editor (Page 4)
VMSD - May 2011 - From the Editor (Page 5)
VMSD - May 2011 - VMSD Editorial Advisory Board (Page 6)
VMSD - May 2011 - VMSD Editorial Advisory Board (Page 7)
VMSD - May 2011 - The Goods (Page 8)
VMSD - May 2011 - The Goods (Page 9)
VMSD - May 2011 - The Goods (Page 10)
VMSD - May 2011 - The Goods (Page 11)
VMSD - May 2011 - The Goods (Page 12)
VMSD - May 2011 - The Goods (Page 13)
VMSD - May 2011 - The Goods (Page 14)
VMSD - May 2011 - The Goods (Page 15)
VMSD - May 2011 - Nature’s Calling (Page 16)
VMSD - May 2011 - Nature’s Calling (Page 17)
VMSD - May 2011 - Nature’s Calling (Page 18)
VMSD - May 2011 - Nature’s Calling (Page 19)
VMSD - May 2011 - Guess Again (Page 20)
VMSD - May 2011 - Guess Again (Page 21)
VMSD - May 2011 - Guess Again (Page 22)
VMSD - May 2011 - Guess Again (Page 23)
VMSD - May 2011 - Guess Again (Page 24)
VMSD - May 2011 - Guess Again (Page 25)
VMSD - May 2011 - A Study in Contrasts (Page 26)
VMSD - May 2011 - A Study in Contrasts (Page 27)
VMSD - May 2011 - A Study in Contrasts (Page 28)
VMSD - May 2011 - A Study in Contrasts (Page 29)
VMSD - May 2011 - A Study in Contrasts (Page 30)
VMSD - May 2011 - A Study in Contrasts (Page 31)
VMSD - May 2011 - Signs of Change (Page 32)
VMSD - May 2011 - Signs of Change (Page 33)
VMSD - May 2011 - Signs of Change (Page 34)
VMSD - May 2011 - Signs of Change (Page 35)
VMSD - May 2011 - Sharper Image (Page 36)
VMSD - May 2011 - Sharper Image (Page 37)
VMSD - May 2011 - Sharper Image (Page 38)
VMSD - May 2011 - Sharper Image (Page 39)
VMSD - May 2011 - Sharper Image (Page 40)
VMSD - May 2011 - Sharper Image (Page 41)
VMSD - May 2011 - Sharper Image (Page 42)
VMSD - May 2011 - Sharper Image (Page 43)
VMSD - May 2011 - Sharper Image (Page 44)
VMSD - May 2011 - Sharper Image (Page 45)
VMSD - May 2011 - Showroom (Page 46)
VMSD - May 2011 - Showroom (Page 47)
VMSD - May 2011 - Showroom (Page 48)
VMSD - May 2011 - Showroom (Page 49)
VMSD - May 2011 - Showroom (Page 50)
VMSD - May 2011 - Showroom (Page 51)
VMSD - May 2011 - Showroom (Page 52)
VMSD - May 2011 - Showroom (Page 53)
VMSD - May 2011 - Ad Index (Page 54)
VMSD - May 2011 - Ad Index (Page 55)
VMSD - May 2011 - Checking Out (Page 56)
VMSD - May 2011 - Checking Out (Page Cover3)
VMSD - May 2011 - Checking Out (Page Cover4)
https://www.nxtbook.com/nxtbooks/STMG/vmsd_202010
https://www.nxtbook.com/nxtbooks/STMG/vmsd_202009
https://www.nxtbook.com/nxtbooks/STMG/vmsd_20200708
https://www.nxtbook.com/nxtbooks/STMG/vmsd_20200506
https://www.nxtbook.com/nxtbooks/STMG/vmsd_20200304
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201802
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201801
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201712
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201711
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201710
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201709
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201708
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201707
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201706
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201705
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201704
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201703
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201702
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201701
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201612
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201611
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201610
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201609
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201608
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201607
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201606
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201605
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201604
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201603
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201602
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201601
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201512
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201511
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201510
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201509
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201508
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201507
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201506
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201505
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201504
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201503
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201502
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201501
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201412
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201411
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201410
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201409
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201408
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201407
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201406
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201405
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201404
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201403
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201402
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201401
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201312
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201311
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201310
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201309
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201308
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201307
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201306
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201305
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201304
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201303
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201302
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201301
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201212
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201211
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201210
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201209
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201208
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201207
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201206
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201205
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201204
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201203
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201202
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201201
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201112
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201111
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201110
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201109
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201108
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201107
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201106
https://www.nxtbook.com/nxtbooks/STMG/vmsd_201105
https://www.nxtbookmedia.com