design:retail - September 2016 - 82
082
Visual
Best
Merchandising Programs
Winner: STORY
isual merchandising is
a powerful selling tool,
and savvy retailers understand that the details
must be changed regularly to continue to seduce
and invite both regular and new shoppers.
STORY, a single store located in New York, has
taken the merchandising principle of frequent
change to an entirely new level, changing the entire
store-and visual story-every three to eight weeks.
STORY has just completed its 31st installation.
Each story has a different point of view, and a complete visual merchandising overhaul, with the
concept being informed by the editorial narrative.
SEPTEMBER 2016
DESIGNRETAILONLINE.COM
Installations use different fixtures and props, in
short creating an entirely new merchandising experience within each new creative framework.
Founder Rachel Shechtman's muse is often the
partner she has for each story. For example, when
she collaborated with dressbarn and learned the
story of its founder, Roslyn Jaffe, Shechtman was
inspired to tell not only Jaffe's story, but the stories
of other women-owned companies as well. This
developed into the female-focused "Her Story." In
contrast, the "Creativity Story" was merchandised
by broader themes, organized largely by color, material and light with merchandise in those areas
reflective of those groupings.
Each story comes to life through a collaboration
with the teamwork of partner and sponsor. While
GLOBALSHOP.ORG
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that team changes with each new narrative, STORY
does have a small team-including creative services, a store designer and a visual merchandising
associate-who run with the visual details. This creative staff operates with the simple core principle
to make sense of it all, and to answer the question,
"What is the best way to tell this story?" Just like a
magazine's layout, the theme must connect via
adjacencies, color, point of view and audience.
"Products and merchandise exist because they
are made by people, invented by entrepreneurs and
created by designers," Shechtman says.
For the rest of us, we just like being constantly
kept on our visual toes and looking forward to what
this innovative turntable of a retail store will churn
out next.
- Robin Enright
Photo courtesy of STORY
http://www.DESIGNRETAILONLINE.COM
http://www.GLOBALSHOP.ORG
Table of Contents for the Digital Edition of design:retail - September 2016
design:retail - September 2016
Contents
Editor’s Note
GlobalShop Talk
On Trend
We Love This!
Designer Picks
Clicks & Mortar
Postcard
Inspirations
Mingle
How’d They Do That?
Have You Heard?
Perspectives
Shopper Insights
Shopping With Paco
2016 Portfolio Awards
Retail Design Luminaries
Retail Design Influencers
Retailer of the Year
Best Store Designs of the Year
Design Firms of the Year
Best Visual Merchandising Programs
Retail Superlatives
Products
Backstory
design:retail - September 2016 - design:retail - September 2016
design:retail - September 2016 - CT1
design:retail - September 2016 - CT1
design:retail - September 2016 - design:retail - September 2016
design:retail - September 2016 - Cover2
design:retail - September 2016 - 1
design:retail - September 2016 - 2
design:retail - September 2016 - 3
design:retail - September 2016 - Contents
design:retail - September 2016 - 5
design:retail - September 2016 - 6
design:retail - September 2016 - 7
design:retail - September 2016 - Editor’s Note
design:retail - September 2016 - 9
design:retail - September 2016 - GlobalShop Talk
design:retail - September 2016 - 11
design:retail - September 2016 - On Trend
design:retail - September 2016 - 13
design:retail - September 2016 - 14
design:retail - September 2016 - 15
design:retail - September 2016 - We Love This!
design:retail - September 2016 - 17
design:retail - September 2016 - 18
design:retail - September 2016 - 19
design:retail - September 2016 - Designer Picks
design:retail - September 2016 - 21
design:retail - September 2016 - Clicks & Mortar
design:retail - September 2016 - 23
design:retail - September 2016 - Postcard
design:retail - September 2016 - 25
design:retail - September 2016 - Inspirations
design:retail - September 2016 - 27
design:retail - September 2016 - Mingle
design:retail - September 2016 - 29
design:retail - September 2016 - 30
design:retail - September 2016 - 31
design:retail - September 2016 - How’d They Do That?
design:retail - September 2016 - 33
design:retail - September 2016 - Have You Heard?
design:retail - September 2016 - 35
design:retail - September 2016 - 36
design:retail - September 2016 - 37
design:retail - September 2016 - Perspectives
design:retail - September 2016 - 39
design:retail - September 2016 - Shopper Insights
design:retail - September 2016 - 41
design:retail - September 2016 - Shopping With Paco
design:retail - September 2016 - 43
design:retail - September 2016 - 2016 Portfolio Awards
design:retail - September 2016 - 45
design:retail - September 2016 - Retail Design Luminaries
design:retail - September 2016 - 47
design:retail - September 2016 - 48
design:retail - September 2016 - 49
design:retail - September 2016 - 50
design:retail - September 2016 - 51
design:retail - September 2016 - Retail Design Influencers
design:retail - September 2016 - 53
design:retail - September 2016 - 54
design:retail - September 2016 - 55
design:retail - September 2016 - 56
design:retail - September 2016 - 57
design:retail - September 2016 - 58
design:retail - September 2016 - 59
design:retail - September 2016 - Retailer of the Year
design:retail - September 2016 - 61
design:retail - September 2016 - Best Store Designs of the Year
design:retail - September 2016 - 63
design:retail - September 2016 - 64
design:retail - September 2016 - 65
design:retail - September 2016 - 66
design:retail - September 2016 - 67
design:retail - September 2016 - 68
design:retail - September 2016 - 69
design:retail - September 2016 - 70
design:retail - September 2016 - 71
design:retail - September 2016 - 72
design:retail - September 2016 - 73
design:retail - September 2016 - Design Firms of the Year
design:retail - September 2016 - 75
design:retail - September 2016 - 76
design:retail - September 2016 - 77
design:retail - September 2016 - 78
design:retail - September 2016 - 79
design:retail - September 2016 - 80
design:retail - September 2016 - 81
design:retail - September 2016 - Best Visual Merchandising Programs
design:retail - September 2016 - 83
design:retail - September 2016 - 84
design:retail - September 2016 - 85
design:retail - September 2016 - 86
design:retail - September 2016 - 87
design:retail - September 2016 - 88
design:retail - September 2016 - 89
design:retail - September 2016 - Retail Superlatives
design:retail - September 2016 - 91
design:retail - September 2016 - 92
design:retail - September 2016 - 93
design:retail - September 2016 - 94
design:retail - September 2016 - 95
design:retail - September 2016 - 96
design:retail - September 2016 - 97
design:retail - September 2016 - 98
design:retail - September 2016 - 99
design:retail - September 2016 - Products
design:retail - September 2016 - 101
design:retail - September 2016 - 102
design:retail - September 2016 - 103
design:retail - September 2016 - Backstory
design:retail - September 2016 - Cover3
design:retail - September 2016 - Cover4
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