design:retail - July 2016 - (Page 28)

how'd they do that? 028 KEEP ON TRUCKIN' W HEN AN ICONIC brand like Carhartt, which prides itself on durable workwear, apparel and boots for "hardworking men and women," opens a new store in its hometown of Detroit, one might expect the store to feel a bit special. "Authenticity is extremely important to a 127-year-old, Detroit-based brand like Carhartt," says Jamie Millar, vice president of retail, Carhartt. And that authenticity began with a seemingly simple (not so much) table right at the entrance of the store. Stephenville, Texas-based fixture and design company Rocky Creek Ltd. received a directive from Carhartt to design and build a feature table for the front of the store incorporating an automobile chassis. "I found and purchased a 1963 Chevrolet pick-up truck and in conjunction with Ed Hanlon of (Schiller Park, Ill.-based) RGLA, we worked on a design that would address all of our challenges- space, mobility, sturdiness, safety and ability to get it into the store," explains Jim Virgin, president and owner of Rocky Creek Ltd. The team came up with a design that would use JULY 2016 DESIGNRETAILONLINE.COM the front end of the chassis mounted on four jack stands, which Rocky Creek then manufactured to allow a caster under each one, and built a frame for the 1/2-in. glass top and mounted it to the chassis with existing frame brackets from the pick-up. The entire process took about four weeks. Virgin notes that this project ranks in the top five on the creativity scale among projects he has worked on. The most challenging part of turning a 1963 truck into a piece of furniture? "Finding the piece out of the entire chassis that would convey our sentiment for Carhartt, Detroit and the auto industry," Virgin says. "The truck chassis table just inside the front door of our Detroit flagship store was designed and built to both pay homage to Detroit's Motor City and Carhartt's hardworking industrious spirit," Millar adds. "Our hope is that this store element speaks to and connects with the consumer the very moment they walk into our Detroit store and signals that this is a very special retail experience." - Alison Embrey Medina GLOBALSHOP.ORG Top: Photos courtesy of ROCKY CREEK LTD. Bottom: Photo by CHARLIE MAYER PHOTOGRAPHY http://www.DESIGNRETAILONLINE.COM http://www.GLOBALSHOP.ORG

Table of Contents for the Digital Edition of design:retail - July 2016

design:retail - July 2016
Editor’s Note
On Trend
We Love This!
Designer Picks
Clicks & Mortar
How'd They Do That?
Have You Heard?
Shopper Insights
Shopping with Paco
Kum & Go
Intersport Klöpping
Nino Álvarez
Fixture Leaders

design:retail - July 2016