design:retail - January/February 2020 - 27

JAN/FEB 2020

INNOVATION

DESIGN:RETAIL

brands moments, as well as blended categorydriven experiences.
No matter the location, Neighborhood Goods
provides a compelling and cohesive environment. The high-end, resilient materials and visual
parameters provide a backdrop for individual
brand expression while ensuring spaces are
thoughtful, manageable and easy to understand
for the consumer. According to Marisa Dukowitz,
director of store design for Neighborhood Goods,
color and finish selections are made to accentuate
the inherent characteristics of each location while

preserving Neighborhood Good's visual language.
A balance of black and white tones, industrial and
feminine flourishes, and subtle pops of brandspecific colors create the right setting.
"Chelsea Market is a New York landmark, so
inasmuch as Neighborhood Goods' brand elements are prominent within the space, Chelsea
Market and Meatpacking's charming historical and
industrial attributes are ever-present," Dukowitz
says. She highlights the TASCHEN lounge as one
of the central focal points there, featuring factory
window shelving that pays homage to Chelsea

Market's industrial roots. Another noteworthy detail is an only-one-of-its-kind interactive rotating
pill fixture featuring sunglasses and accessories,
and thoughtfully integrated hanging racks and
mirrors in the fashion and apparel area.
Mobile, flexible fixtures are an important planning element, so each area can change and evolve
according to a brand's goals or product selections.
This also supports event coordination in dense
spaces like Chelsea Market, where areas need to be
cleared for hundreds of people to attend, and then
returned to support daily functions.
The overarching driver for the design is what
Alexander describes as creating "a really good
feeling in the room." While a somewhat intangible
element, he wants to give consumers that moment
of magnetism that makes them feel welcomed
and excited.
"A lot of retailers and department stores have
been out of step with consumer behavior. They
have lost track of the role they play as a mechanism
of both utility and discovery for these consumers,
and certainly how they can remain relevant in these
conversations in a digital time," Alexander says. "We
have tried to instill in our brand a real sense of self
awareness and experimentation. We understand
that what may work for us today, may not tomorrow. We're not trying to be the shiniest object in the
room so to speak, as a lot of retailers in the past. We
want to be the most human and accessible."
No matter what the future holds for retail and the
role Neighborhood Goods will play, Alexander is
steadfast in his belief that focusing on a quality, memorable, dignified customer experience is paramount.
"We are focused on trading in a currency of
relevance-having thoughtful exciting spaces
around the country where you have a reason to go
in and keep coming back because there is a sense of
relationship, a sense of community and a sense of
quality that comes with it."

design:retail - January/February 2020

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