VMSD - September 2016 - 42
42
September 2016
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The merchandising strategy centered on the idea
of "permanently temporary," a flexible system that
could adapt to a large range of products and be
moved around, depending on the store's needs. Fixtures are on wheels, and a series of lightboxes create visual markers within the space for navigation,
preventing the product from getting lost under the
almost 20-foot-high ceilings. The lightboxes can be
changed out every season so the store takes on a different look.
"It's future-proofing," says Oliver John Palmer
Michell, Uxus' chief creative officer and architect.
"Over the life of a museum, the demographics change,
and depending on what the exhibitions are, you might
want to skew that demographic."
vmSd.com
J ac k W e n, Sha ng hai
The design of Chinese fastfashion retailer Hotwind's
stores reflects the brand's
minimalist approach. This
location is organized by
product category and is
easy to shop.
EXPERIENCE MATTERS
When a new prototype was initially created for ice
cream heavyweight Häagen-Dazs (Oakland, Calif.),
it was designed with the recent growth in Asia's luxury market in mind. As that expansion slowed and
changed, the brand called an audible. "Instead of
pouncing on Asia, [the retailer] would take a mature
market that was a bit stale and try to breathe new life
into the concept," says Jean-Paul Morresi, creative
partner at Watt Intl. (Toronto). The brand settled on
Europe - particularly Berlin - since, as Morresi notes,
an eye toward Europe was what drove the trends in
luxury and prestige in Asia.
Inside, materials lend a richness of texture that
reflect the complexity of the company's sweet treats.
The design team pulled back on the traditional burgundy brand color and, instead, swathed the store in
variations of a contemporary champagne-gold hue,
creating depth.
It's divided into two distinct experiences: The
take-out line where customers can efficiently select
their scoops on-the-go and the more relaxed sit-down
table service area. "The brand's findings in Asia drove
the table service element," says Morresi. "The HäagenDazs international stores are elevated experiences ...
They're little temples to lovers of ice cream."
The concept was rolled out across Europe, including locations in Paris, Germany and parts of Spain, and
an opulent kiosk version was developed in Saudi Arabia to rise to that region's grander definition of luxury.
With changing market conditions improving, Häagen-Dazs again began eyeing China. "The attitude of
the Chinese target audience to luxury - and what had
http://www.vmSd.com
Table of Contents for the Digital Edition of VMSD - September 2016
Vmsd - September 2016
Contents
From the Editor
Vmsd Editorial Advisory Board
Meet the Vmsd Editorial Staff
The Goods
Design Detail
Heritage Heroes
Study Abroad
What's Cooking
The Future of Tailor - Made
Bundle of Joy
Moving Mountains
Showroom
Ad Index
Checking Out
VMSD - September 2016 - Intro
VMSD - September 2016 - Vmsd - September 2016
VMSD - September 2016 - Cover2
VMSD - September 2016 - 1
VMSD - September 2016 - Contents
VMSD - September 2016 - 3
VMSD - September 2016 - From the Editor
VMSD - September 2016 - 5
VMSD - September 2016 - Vmsd Editorial Advisory Board
VMSD - September 2016 - 7
VMSD - September 2016 - 8
VMSD - September 2016 - Meet the Vmsd Editorial Staff
VMSD - September 2016 - The Goods
VMSD - September 2016 - 11
VMSD - September 2016 - 12
VMSD - September 2016 - 13
VMSD - September 2016 - 14
VMSD - September 2016 - 15
VMSD - September 2016 - Design Detail
VMSD - September 2016 - 17
VMSD - September 2016 - Heritage Heroes
VMSD - September 2016 - 19
VMSD - September 2016 - 20
VMSD - September 2016 - 21
VMSD - September 2016 - 22
VMSD - September 2016 - 23
VMSD - September 2016 - 24
VMSD - September 2016 - 25
VMSD - September 2016 - 26
VMSD - September 2016 - 27
VMSD - September 2016 - 28
VMSD - September 2016 - 29
VMSD - September 2016 - 30
VMSD - September 2016 - 31
VMSD - September 2016 - 32
VMSD - September 2016 - 33
VMSD - September 2016 - 34
VMSD - September 2016 - 35
VMSD - September 2016 - 36
VMSD - September 2016 - 37
VMSD - September 2016 - Study Abroad
VMSD - September 2016 - 39
VMSD - September 2016 - 40
VMSD - September 2016 - 41
VMSD - September 2016 - 42
VMSD - September 2016 - 43
VMSD - September 2016 - 44
VMSD - September 2016 - 45
VMSD - September 2016 - What's Cooking
VMSD - September 2016 - 47
VMSD - September 2016 - 48
VMSD - September 2016 - 49
VMSD - September 2016 - 50
VMSD - September 2016 - 51
VMSD - September 2016 - 52
VMSD - September 2016 - 53
VMSD - September 2016 - The Future of Tailor - Made
VMSD - September 2016 - 55
VMSD - September 2016 - 56
VMSD - September 2016 - 57
VMSD - September 2016 - Bundle of Joy
VMSD - September 2016 - 59
VMSD - September 2016 - 60
VMSD - September 2016 - 61
VMSD - September 2016 - 62
VMSD - September 2016 - 63
VMSD - September 2016 - Moving Mountains
VMSD - September 2016 - 65
VMSD - September 2016 - 66
VMSD - September 2016 - 67
VMSD - September 2016 - 68
VMSD - September 2016 - 69
VMSD - September 2016 - 70
VMSD - September 2016 - 71
VMSD - September 2016 - 72
VMSD - September 2016 - Showroom
VMSD - September 2016 - 74
VMSD - September 2016 - 75
VMSD - September 2016 - 76
VMSD - September 2016 - 77
VMSD - September 2016 - 78
VMSD - September 2016 - 79
VMSD - September 2016 - 80
VMSD - September 2016 - 81
VMSD - September 2016 - 82
VMSD - September 2016 - 83
VMSD - September 2016 - 84
VMSD - September 2016 - 85
VMSD - September 2016 - Ad Index
VMSD - September 2016 - 87
VMSD - September 2016 - Checking Out
VMSD - September 2016 - Cover3
VMSD - September 2016 - Cover4
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