design:retail - July 2016 - (Page 28)
how'd they do that?
028
KEEP ON TRUCKIN'
W
HEN AN ICONIC brand like Carhartt,
which prides itself on durable workwear,
apparel and boots for "hardworking men
and women," opens a new store in its hometown of
Detroit, one might expect the store to feel a bit special.
"Authenticity is extremely important to a
127-year-old, Detroit-based brand like Carhartt,"
says Jamie Millar, vice president of retail, Carhartt.
And that authenticity began with a seemingly simple
(not so much) table right at the entrance of the store.
Stephenville, Texas-based fixture and design
company Rocky Creek Ltd. received a directive
from Carhartt to design and build a feature table for
the front of the store incorporating an automobile
chassis. "I found and purchased a 1963 Chevrolet
pick-up truck and in conjunction with Ed Hanlon
of (Schiller Park, Ill.-based) RGLA, we worked on
a design that would address all of our challenges-
space, mobility, sturdiness, safety and ability to get
it into the store," explains Jim Virgin, president and
owner of Rocky Creek Ltd.
The team came up with a design that would use
JULY 2016
DESIGNRETAILONLINE.COM
the front end of the chassis mounted on four jack
stands, which Rocky Creek then manufactured to
allow a caster under each one, and built a frame for
the 1/2-in. glass top and mounted it to the chassis
with existing frame brackets from the pick-up. The
entire process took about four weeks.
Virgin notes that this project ranks in the top
five on the creativity scale among projects he has
worked on. The most challenging part of turning
a 1963 truck into a piece of furniture? "Finding the
piece out of the entire chassis that would convey
our sentiment for Carhartt, Detroit and the auto
industry," Virgin says.
"The truck chassis table just inside the front door
of our Detroit flagship store was designed and built
to both pay homage to Detroit's Motor City and
Carhartt's hardworking industrious spirit," Millar
adds. "Our hope is that this store element speaks to
and connects with the consumer the very moment
they walk into our Detroit store and signals that this
is a very special retail experience."
- Alison Embrey Medina
GLOBALSHOP.ORG
Top: Photos courtesy of ROCKY CREEK LTD.
Bottom: Photo by CHARLIE MAYER PHOTOGRAPHY
http://www.panel.com
http://www.DESIGNRETAILONLINE.COM
http://www.GLOBALSHOP.ORG
Table of Contents for the Digital Edition of design:retail - July 2016
design:retail - July 2016
Contents
Editor’s Note
On Trend
We Love This!
Designer Picks
Clicks & Mortar
Postcard
Mingle
How'd They Do That?
Have You Heard?
Shopper Insights
Shopping with Paco
Bolon
Kum & Go
Intersport Klöpping
Nino Álvarez
Fixture Leaders
Products
Backstory
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