VMSD - September 2011 - (Page 4)

FE FROM THE EDITOR Got Milk? Renovations are no time to stop thinking about your customers’ needs. 11262 Cornell Park Drive Cincinnati, OH 45242 P: 513.421.2050 | F: 513.421.5144 vmsd@stmediagroup.com | VMSD.com My neighborhood convenience store has been closed for renovation for eternity. At least it feels like it’s been that long, every time I find myself driving 10 minutes out of my way just to get a gallon of milk. While I’m puzzled by the retailer’s choice to stay closed so long (haven’t they heard about rising gas and food prices!), I’m holding out hope that it’s worth the wait when they unveil a new store this month. Still, these six months have not been without frustration. And that’s just one shopper’s perspective. No renovation project – whether it’s a complete gut and remodel or transforming an existing white box into a new home for your brand – is without its complications. Hidden structural issues, compressed timelines, delivery schedules – it’s quite a puzzle to work through. In this issue, VMSD unveils 10 stunning renovation projects that rose from the rubble to produce winning results in our annual Retail Renovation Competition. (See page 20 for full coverage.) These case studies offer new ideas and inspiration for dealing with challenging layouts, transforming simple materials into eye-catching designs and creating a store that better serves and connects retailers to their shoppers. Maintaining that connection is even more important today when your competitor down the street is ready and willing to serve your customer’s needs – especially while a “closed” sign hangs in the window. Here again, some of this year’s competition winners provide some creative ways to handle that down time. In anticipation of the renovation of its 57th Street flagship, luxury retailer Christian Dior worked with Shawmut Design and Construction to open a temporary store on Madison Avenue to serve customers while it gutted the space. The retailer even fronted the construction site barrier with a three-story Dior handbag, making quite an impression with New Yorkers and tourists alike. Starbucks Coffee Co. took the caffeine needs of its customers to heart in Seattle’s Capitol Hill neighborhood when it closed its Olive Way store for renovation. The retailer parked a trailer on the site to sell coffee and espresso drinks with a limited food menu. They even made space for a small on-site patio so as not to interrupt any regular coffee dates. “It goes back to local relevance,” says Lionel Sussman, design director, Global Concept Design, Starbucks, “and keeping the customers happy.” And a happy customer is one who’s sure to return once you do open the doors to your new retail experience. EDITORIAL Editor Anne DiNardo anne.dinardo@stmediagroup.com Senior Art Director Kimberly Pegram kim.pegram@stmediagroup.com Assistant Editor Whitney Harrod whitney.harrod@stmediagroup.com Editor at Large Steve Kaufman steve.kaufman@stmediagroup.com New York Editor Eric Feigenbaum European Editor John Ryan, London SALES Publisher Eastern U.S. / Eastern Canada Murray Kasmenn murray.kasmenn@stmediagroup.com P: 770.578.2577 Business Development Manager International Patricia Iannelli patricia.iannelli@stmediagroup.com Via G. Rossini 16, 21100 Varese, Italy P: +39.0332.240285 C O R P O R AT E President Tedd Swormstedt Design Group Director Kristin D. Zeit Audience Development Director Christine Baloga Production Coordinator Keri Harper Senior Event Manager Kristy Lohre Director of Book Division Mark Kissling Reprint Information 800-925-1110, ext. 399 SUBSCRIPTION SERVICES P.O. Box 1060 / Skokie, IL 60076 P: (847) 763-4938 / F: (847) 763-9030 VMSD@halldata.com 4 SEPTEMBER 2011 | vmsd.com http://www.VMSD.com http://www.vmsd.com

Table of Contents for the Digital Edition of VMSD - September 2011

VMSD - September 2011
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
Kids Play
Fresh Starts
Two Halves Make a Whole
History Lesson
The New Convenience
Showroom
Showroom
Ad Index
Checking Out

VMSD - September 2011