VMSD - August 2012 - (Page 12)
DRESS UP
WITH A TWIST
By Robin Donovan, Associate Editor If a three-week European furniture tour sounds like your dream job, then Kristin Norris is someone you should envy. “We went to Vienna, Prague and Budapest for store design inspiration,” says Norris, chief creative officer for Anthropologie (Philadelphia). During the trip, she was serving as managing director for BHLDN, Urban Outfitters’ newest brand focusing on apparel and accessories for special events. A hyper-feminine sister brand to Anthropologie, BHLDN combines the latter’s quirky eclecticism with everything femme, frilly and floral. Along with wedding dresses, the brand’s second boutique – a two-level, 8500-square-foot space in Chicago – showcases special-occasion attire, shoes, accessories, intimates, home decor and even stationery. Inspired by vintage, bohemian styles, the niche brand’s space is where a woman “goes for any occasion in her life, when she needs to have that really special look or card or pretty shoes or something to put in her hair,” says Ashley Gehman, development fixture manager, Urban Outfitters. A BHLDN shopper is savvy, independent, confident, creative and artistic, says Elizabeth Cooksey, director of stores for BHLDN. “She’s not a conformist.” Accordingly, the store is deliberately set apart from other bridal shops clustered in Chicago’s Gold Coast historic district. The design of the space further departs from what’s expected in the event/bridal wear category.
12 AUGUST 2012 | vmsd.com
The second BHLDN boutique from Urban Outfitters brings ultra-femme event wear to Chicago.
DE REK H END ER SO N A N D SAM U E L N IXON , SY DN E Y, AUST RA LI A
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Table of Contents for the Digital Edition of VMSD - August 2012
VMSD - August 2012
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
Next Store
Dress Up With a Twist
Through the Eyes of the Consumer
The Year of the Unexpected
Play Time
Task Masters
Showroom
Ad Index
Checking Out
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