VMSD - February 2012 - (Page 28)
By Steve Kaufman, Editor at Large
DREAM ACTORY
Fixtures Living wants to make shopping for home appliances an aspirational adventure.
Most consumers head to a home improvement or warehouse store when they need a new refrigerator or plumbing fixture. But in Southern California, a new retail experience allows shoppers to add a cup of artisanal coffee and a shower to the experience. Fixtures Living in Costa Mesa, Calif., is out to change the industry paradigm, which is “obsolete and irrelevant,” according to ceo Jeffery Sears. Replacing the common rows and floor-to-ceiling stacks of merchandise, Fixtures Living has created what it calls a “joyful journey” – inviting, informative,
“ These products don’t just deliver food and water, they deliver experiences, memories and a better way to live.”
— JEFFERY SEARS, CEO
inspirational and, most of all, interactive. Not only can shoppers learn about convection cooking, they can participate in actual cooking and grilling projects. They can even take off their clothes and wander through a private, secluded line of high-end shower heads, immersing themselves in the product features and benefits of more than 30 different styles. Sears says they have shifted the experience from need-based – as in “my refrigerator is broken, I need to replace it” – to want-based and aspirational. Why aspirational? “Because these products don’t just deliver food and water,” Sears insists, “they deliver experiences, memories and a better way to live.”
28 FEBRUARY 2012 | vmsd.com
MARK STEELE, CO LUMBUS, OHI O
http://www.vmsd.com
Table of Contents for the Digital Edition of VMSD - February 2012
VMSD - February 2012
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
Design Detail
Next Store
’tis the Season to Be Social
Dream Factory
Passport to the World
A Sharper Image
Showroom
Ad Index
Checking Out
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