DDi - April/May 2013 - (Page 26)

26 | Design Snapshot Male appeal The MenScience New York flagship focuses on male consumers and product presentation Photos: Courtesy of HWKN By Vilma Barr F ounded in 2004 as an online operation, Miami-based MenScience Androceuticals first extended its marketing reach by selling its lines of men’s grooming, nutritional and skincare products to such upscale chains as Barneys | April/May 2013 and Nordstrom. In 2012, taking advantage of growing brand recognition, the company opened its first retail store in New York’s SoHo neighborhood, drawing on the area’s popularity as a busy shopping destination, with heavy pedestrian traffic and access to nearby public transportation. The 753-sq.-ft. rectangular space is divided onto two levels, each with a glass storefront entrance, extended between Lafayette and Mulberry streets. Designed by New York-based architects HWKN, the space is based on a perimeter scheme that treats the display walls and the ceiling as a unified black grid. Full-width windows give shoppers a clear view of the interior with its black, white and gray product packaging, presenting a continuity of a sophisticated visual image. Blackened steel bins containing MenScience products extend from the ceiling to the top of gray, steel storage units. Overhead, the steel bins also cleverly conceal ambient and accent lighting fixtures. A freestanding, glass-topped gray metal fixture gives sales associates a convenient surface on which to assist customers with samplings of the various products and explain their benefits in order to personalize their selections. HWKN Principal Mathias Hollwich explains that recycled, locally sourced barnwood plank wood was used for areas of flooring, exposed walls and behind the product display walls. “Its grained pattern surface is a material that creates a natural contrast to the angularity of the store’s profile and the metal display system,” he says. On the lower level are additional products and a traditional reclining barber chair. Customers who call MenScience in advance can schedule a haircut, shave or minifacial. www.ddionline.com http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - April/May 2013

DDi - April/May 2013
Table of Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Visual Perspectives
Editor’s Choice
Design Snapshot
Design Snapshot
Markopoulos Award
Tazo Tea
Tiffany & Co.
Experience Makers
Piperlime
Mattel Experience
CookHouse
Aéropostale
Paris Kids Department
Technology & Customer Engagement Section
Technology Trends
Big Data Column
In-Store Technology
Product Spotlight
Design Leaders 2013
Right Light
GlobalShop Coverage
Special Events
Conference Schedule
Chicago Retail
Exhibitor Products
Calendar
Advertisers
Classifieds
Shopping with Paco

DDi - April/May 2013