design:retail - July 2015 - (Page 18)
we love this!
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TROLLING FOR STYLE
T
ROLLBEADS, A DENMARK-BASED
designer bead and jewelry company,
opened its first permanent retail location in Strongsville, Ohio's SouthPark
Mall in March 2015. Although the company has been around since 1976, there was no
U.S. retail location outside of a temporary store in
New York in 2013.
For the 800-sq.-ft. Strongsville (near Cleveland)
location, Trollbeads collaborated with New Yorkbased dash design to create an "arboreal forest"
atmosphere within the store, as Trollbeads originally started in an artist's studio in the woods of
Denmark. The store features a living wall made of
reindeer grass (a moss-like plant that doesn't need
soil) with circular lit displays that appear to float
within a sea of green.
"We really dove into the brand and tried to
understand it, with a sense of going back to
[Trollbeads'] roots," says Jhipo Hong, creative
JULY 2015
DESIGNRETAILONLINE.COM
director at dash design. "Picture lights streaming
in through a canopy, giving that sense of magic,
history and discovery."
The displays and layout cater to collectors'
(dubbed "fans") desires to make bead shopping
even more of an adventure. At the design table,
there are stem-mounted magnifying glasses where
fans can feel and examine the subtle nuances of
each bead while customizing their creations.
"One thing we heard from customers was
they didn't like everything behind glass," Hong
explains. "There are some things behind glass, but
they are not locked up. It's about having access to
product and giving customers the ability to really
go through the store."
Other areas of the store favor gift-givers and
younger customers, who may be more interested
in pre-made designs.
As for future stores, Hong says Trollbeads is evaluating how effective Strongsville is for reaching
current fans and growing the brand. However, the
thought is that some of the iconic elements of the
new design will carry over to other in-store shops,
display areas and standalone stores.
And bead fans now have a fanciful place to inspire their creativity.
- Erin M. Loewe
Photos by RICHARD CADAN
http://www.DESIGNRETAILONLINE.COM
Table of Contents for the Digital Edition of design:retail - July 2015
design:retail - July 2015
Contents
Editor’s Note
Show Talk
On Trend
We Love This!
Designer Picks
Clicks & Mortar
Have You Heard?
Mingle
Perspectives
Shopper Insights
Shopping with Paco
From Concept to Completion
Brothers Marketplace
Nebraska Furniture Mart
Fixture Leaders
Fixture Products
Backstory
design:retail - July 2015
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