VMSD - January 2015 - (Page 34)
STUART FINGERHUT DESIGN
"The store is still
the physical hub,
but it's not just
about selling stuff
... It's a lifestyle
shares and has a
good time. Then
they buy the stuff
later - probably
AU TO S H OW RO O M : K AT H RY N R A P I E R , D E T RO I T; F I N G E R H U T, L I G H T I N G : B E N G I B B S , LO S A N G E L E S
Stuart Fingerhut seems to have this experiential design thing all figured out. As
creative director for Toyota's Scion brand
at the George P. Johnson Experience Marketing Agency in Los Angeles, Fingerhut
is responsible for creating Scion's presence at major international automobile
The old idea of a booth with large
advertising graphics and a car turning
on a rotating platform with a bunch of
attractive models has become about as
relevant in today's automobile industry as
an AMC Gremlin.
"We create from the ground up," says
Fingerhut, "establishing a brand personality that we hope resonates with
the Scion buyer, who says, 'This is my brand, they get me.' "
To do that requires being steeped in all the 21st Century technology - social media, digital messaging, experiential design. The
29-year-old graduate of the Pasadena (Calif.) Art Center recognizes
"It's amazing what one-to-one marketing on social media can do
for your message," he says, "exciting but also scary, because you can't
On the side, Fingerhut has used social media to develop a thriving
studio, Stuart Fingerhut Design, where he creates eye-catching functionality in the spirit of his inspirations like Karim Rashid and Frank Gehry.
While an Art Center student, he designed a wall-mounted gun rack
organizer (you sort of have to see it) that went viral, leading to orders from
all over the world.
One of his current specialty areas is pendant lighting for residential and
commercial installations; it's all available on his website.
"If you've done it right, soon everyone in the world is looking at it," he says,
and that phenomenon will eventually rewrite the store design handbook.
"Too many brands still hold onto the old trope that a retail store is for
selling," says Fingerhut. "The store is still the physical hub, but it's not just
about selling stuff, it's a 360-degree gathering place where you know other
people like you are there or have been there or will be there. It's a lifestyle
experience where the audience connects and shares and has a good time.
Then they buy the stuff later - probably online." -Steve Kaufman
Table of Contents for the Digital Edition of VMSD - January 2015
From the Editor
Editorial Advisory Board
Props + Decoratives
Stuart Fingerhut Design’s Stuart Fingerhut
Mannequins + Forms
Cnl Mannequins’ Tasha Kusama
Materials + Wallcoverings
Artistic Tile’s Nancy Epstein
Signage + Graphics
Best of the Rest
VMSD - January 2015