design:retail - March 2014 - (Page 36)
before & after
036
Denim Destination
after
before
W
hat better way to make a
statement about your brand's
evolution than to take to the
global retail stage? Enlisting San
Francisco-based BAR Architects,
American Eagle Outfitters recently revamped its
Times Square flagship, unveiling a more modern
shopping environment designed to celebrate the
retailer's fine-tuned brand strategy and focus on
its denim line.
As part of the project, the design team-which
included David Schwing of BAR Architects, and
Dean Silbersack, Michael Smith and Brian Heiser of
Pittsburgh-based American Eagle-completely redesigned the first floor, dedicating it entirely to AEO
Jeans. The floor's show-stopping Denim Lounge,
which was previously a large, open area (you may
remember that "before" shot from our cover in
March 2010) has been closed in and now features
large-scale seasonal graphics that draw customers
into a denim-stacked, industrial-scaffold "cube."
The graphics cover large floor-to-ceiling fitting
rooms, with doors that appear to be part of the wall.
"Custom-designed signage with hand-painted and
neon graphics give the design depth and energetic
personality," says Schwing, design lead for BAR Architects. "The new design pairs an honest materials
palette with this dramatic graphic presentation."
The doors open to a warm, cedar-paneled interior,
which provides contrasting warmth amidst the signage and more urban industrial textures, such as
subway tile, raw hot-rolled steel, wire glass, painted
brick and polished concrete.
Within the center of the lounge, a layout workstation allows customers to compare denim fit and
wash options. "[It] makes the fitting room area
a very active part of the shopping experience,"
Schwing explains. "The Denim Lounge serves as a
very social space-a place for friends to gather, hang
out and offer feedback on style options as they try
things on." With elements like the relaxed, experiential lounge, the retailer's new flagship is a more
than a store-it's a destination.
- Lauren Mitchell
Before: Photo by ADRIAN WILSON After: Photo courtesy of AmeRIcAN eAgLe OutfItteRS
Search #22 at designretailonline.com/rs
http://www.matrixframe-usa.com
http://www.matrixframe-usa.com
http://www.matrixframe-usa.com
http://www.designretailonline.com/rs
Table of Contents for the Digital Edition of design:retail - March 2014
design:retail - March 2014
Contents
Editor's Note
Show Talk
On Trend
We Love This!
Designer Picks
Innovation
Postcard
Before & After
How'd They Do That?
Have You Heard?
Perspectives
The Visual Eye
Searhing for Steve Jobs
2014 Markopoulos Award
Come & Play
McDonald's
Starbucks
Beyman
Hointer
Smart Tech
Retail
Design Leaders Listings
GlobalShop 2014: The Ultimate Show Guide
Products
Backstory
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