VMSD - June 2017 - 21
and skylines to further reinforce the theme and help
break up the merchandising.
"Being a split-level store with a ground floor that
has a relatively small footprint meant that we had to
think of original ways to draw the customer in," Phan
says. "We created a linear journey, encouraging [her]
to experience both levels and the different touchpoints along the way."
To create that journey, the design team revised the
original layout, including the dog-leg staircase (a flight
of stairs that ascends to a half landing before turning
180 degrees), which had initially descended to the
1900-square-foot lower level and dead-ended directly
into the fitting rooms. The new single-run staircase,
complete with a yellow handrail that's a subtle continuation of the yellow wayfinding street markings found
on the concrete floor, helps guide shoppers to explore
the merchandise first, before reaching the final leg of
their journey: the fitting rooms.
"It's a deliberate amplification of urban visual
language," Phan says. "Literal in one sense, but bold
and direct in another, to really reflect and elevate the
energy of the city."
Digitally animated birds
fly from screen to screen
across the space's ceilings,
encouraging customers to
follow them.
vmsd.com
|
june 2017
21
http://www.vmsd.com
Table of Contents for the Digital Edition of VMSD - June 2017
Vmsd - June 2017
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Next Store
Street Clothes
What’s the Story?
Special Report: State of the Industry
Totally Tubular!
Keep Calm and Carry on (Shopping)
Showroom
Ad Index
Checking Out
VMSD - June 2017 - Intro
VMSD - June 2017 - BB1
VMSD - June 2017 - BB2
VMSD - June 2017 - Vmsd - June 2017
VMSD - June 2017 - Cover2
VMSD - June 2017 - 1
VMSD - June 2017 - Contents
VMSD - June 2017 - 3
VMSD - June 2017 - From the Editor
VMSD - June 2017 - 5
VMSD - June 2017 - Vmsd Editorial Advisory Board
VMSD - June 2017 - 7
VMSD - June 2017 - The Goods
VMSD - June 2017 - T1
VMSD - June 2017 - T2
VMSD - June 2017 - T3
VMSD - June 2017 - T4
VMSD - June 2017 - T5
VMSD - June 2017 - T6
VMSD - June 2017 - T7
VMSD - June 2017 - T8
VMSD - June 2017 - T9
VMSD - June 2017 - T10
VMSD - June 2017 - T11
VMSD - June 2017 - T12
VMSD - June 2017 - 9
VMSD - June 2017 - 10
VMSD - June 2017 - 11
VMSD - June 2017 - 12
VMSD - June 2017 - 13
VMSD - June 2017 - 14
VMSD - June 2017 - 15
VMSD - June 2017 - Next Store
VMSD - June 2017 - 17
VMSD - June 2017 - Street Clothes
VMSD - June 2017 - 19
VMSD - June 2017 - 20
VMSD - June 2017 - 21
VMSD - June 2017 - 22
VMSD - June 2017 - 23
VMSD - June 2017 - 24
VMSD - June 2017 - 25
VMSD - June 2017 - What’s the Story?
VMSD - June 2017 - 27
VMSD - June 2017 - 28
VMSD - June 2017 - 29
VMSD - June 2017 - Special Report: State of the Industry
VMSD - June 2017 - 31
VMSD - June 2017 - 32
VMSD - June 2017 - 33
VMSD - June 2017 - 34
VMSD - June 2017 - 35
VMSD - June 2017 - 36
VMSD - June 2017 - 37
VMSD - June 2017 - 38
VMSD - June 2017 - Totally Tubular!
VMSD - June 2017 - 40
VMSD - June 2017 - 41
VMSD - June 2017 - 42
VMSD - June 2017 - Keep Calm and Carry on (Shopping)
VMSD - June 2017 - 44
VMSD - June 2017 - 45
VMSD - June 2017 - Showroom
VMSD - June 2017 - 47
VMSD - June 2017 - 48
VMSD - June 2017 - 49
VMSD - June 2017 - 50
VMSD - June 2017 - Ad Index
VMSD - June 2017 - 52
VMSD - June 2017 - 53
VMSD - June 2017 - 54
VMSD - June 2017 - 55
VMSD - June 2017 - Checking Out
VMSD - June 2017 - Cover3
VMSD - June 2017 - Cover4
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