design:retail - June 2017 - 47

047

← [Opposite page]
Octagonal floor
vitrines are
faced in edge-lit
selenite panels.
↙ [Opposite page]
Constructed
of 198 edge-lit
custom cutglass blocks, this
display fixture
was inspired by
a 1922 lacquer
screen.
← This display was
created using
gray-stained,
faceted koto
wood paneling
accented with
cast glass, and
antique mirror
and brass.

says. "It had been disjointed and confusing to new
customers unfamiliar with the store."
The materials and finish palette for the remodel
allowed the team to infuse a sense of continuity
within the interior to support ease of movement
while also achieving distinct details that create
memorable destinations.
"We did research using Bergdorf's archival
information, The New York Times articles and documents in Columbia University's Avery Library to
understand the evolution and expansion of the
store," Neumann explains. "Inspired by 1930s
French Moderne, the design builds on elements of
the Bergdorf Goodman heritage, balancing grandeur
and intimacy. Reimagined as a series of salons, the
main floor has an elegant pearl gray palette, complemented by custom carpets and honed Bleu de Savoie
marble floors in patterns unique to each area."
Cast and antique glass, patinated pewter, brass
and bronze finishes, and cast shapes enhance the
pearl gray palette and geometric-patterned marble
floors. Details in the jewelry salons were inspired
by the chiseled shapes of gemstone designs of the
'20s and '30s, such as in wall paneling and vitrines.
The selected finishes continue to echo the luster and
shape of the gemstones.
"We consider the main floor an introduction to
the rest of the store," Fargo says. "For this renovation, we wanted to retain our luxury residential
aesthetic and drew inspiration from the store itself, combining its Beaux Arts heritage with Art
Deco, Brutalism and French Moderne influences.
We created a signature mix of modern and vintage
elements inspired by the works of Jean-Michel
Frank, Diego Giacometti and Max Ingrand, to
name a few."

This collection of finishes is enhanced by the
lighting strategy. With the remodel of the entrances
and façade, the team took the opportunity to bring
more natural light into the space-including a window overlooking Central Park. The general light
levels were updated to a brighter, whiter light to
achieve a more natural appeal and provide a dappled effect and sparkling ambience.
And when it comes to sparkle, there is nothing
quite like chandeliers, which were used to add to
the character of each Legacy Room. These featured
light fixtures range from traditional styles to modern Sputnik shapes and incorporate Murano glass,
gilded bronze and rock crystal.
A sculptural cast glass fixture in the Pavilion
Room also serves as a signature light source. The
impressive ceiling heights throughout the main
floor allowed the team to design a variety of vertical displays, like the cast glass fixture, which
create impactful vendor presentations. These
powerful visual displays communicate a sense
of luxury, yet the team worked hard to strike a
balance of luxury and accessibility. A combination of open-sell and closed fixtures break down
barriers and provide a sense of approachability
while still maintaining the formality of a luxury
shopping experience, such as the presentation
of a handbag.
"It was important to create distinct environments
for the different designer collections while still maintaining a unified richness and elegance that is so
associated with Bergdorf Goodman," Neumann says.
"It also was important to maintain a balance between
elegant and approachable spaces, crafted with rich
materials and fine detailing, that reinforce the established legacy and essence of Bergdorf Goodman."

Consideration was given to the modernization
of the selling experience. More touchable open-sell
for one. Another feature in the sunglass area is a
Memory Mirror that was developed in collaboration with Luxottica. The mirror allows customers
to photograph themselves while they try on the
merchandise. They can later recall the images on
screen to help with the selection process or share
photos and videos via social media.
The Bergdorf Goodman renovation demonstrates how design can perfectly entwine a brand's
history with modern elements to achieve a fresh
yet timeless retail experience-one that offers a balance of formality and informality, intimacy and
grandeur, and, of course, plenty of sparkle.

PROJECT FILE
Bergdorf Goodman
New York
RETAILER

STORE FIXTURES

Neiman Marcus Group LTD LLC

Unique Store Fixtures (fixtures),
Daniel DeMarco & Associates Inc.
(millwork), Faubion Associates
Inc. (specialty jewelry cases)

CONTRACT DESIGN FIRM/
ARCHITECT

MNA
DESIGN CONSULTANT

Doug Gellenbeck
GENERAL CONTRACTOR

Shawmut Design and
Construction
MEP

AVCON Engineering (MEP)
STRUCTURAL ENGINEERING

The Office of James Ruderman

LIGHTING

Schwinghammer Lighting LLC
STONE FLOORING

Walker Zanger
PLASTERWORK

EverGreene Architectural Arts
STOREFRONT

Louis Hoffmann Co.
Information in the project file is
provided by the retailer and/or
design firm.

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