DDi - July 2010 - (Page 25)

| 25 |project file| The Art of Shaving arCHITeCT Cortland Morgan Architects Arlington, Texas general COnTraCTOr Mackenzie Keck Construction Rockaway, N.J. FlOOrIng Custom Rug Company LLC (carpeting) Lubbock, Texas Daltile (ceramic tile, floor and wall) Dallas lIgHTIng Barbican Architectural Products Buffalo, N.Y. Hera Lighting Norcross, Ga. FIxTures Fleetwood Fixtures Leesport, Pa. sIgnIng/grapHICs Twenty Four – Seven Inc. Portland, Ore. Information in the project file is provided by the retailer and/or design firm. The nostalgia of the barbershop comes alive in each location with another focal point of the store—a barber’s chair. “When customers walk past our stores, they will recognize a classic symbol of shaving, making our stores easy to find,” Malka says. “In some locations, this becomes part of a ‘Barber Spa.’” Design details throughout the interior create subtle references to the history of shaving and the solidity of the brand. Framed whimsical images of shaving communicate the heritage of the brand, while painted striped walls bring The Art of Shaving packaging alive, creating what Pompei refers to as a “macro and micro brand relationship.” A combination of LED, compact fluorescent and incandescent lights achieve a dramatic effect in the store while properly highlighting the merchandise and displays, so customers can easily see the products. Large overhead shades suspended above the hub table and black cylinders in the Barber Spa add visual interest. The inside of the pendant fixtures are gold to add warmth to the light, giving a more human element to the products. “When the customer crosses over the threshold, they find themselves in an intimate, accessible space—a different experience from the surrounding mall,” Pompei describes. “This is a place where men experience a sense of community. The Art of Shaving is a place that is rich and familiar; a place where the daily routine of shaving can be elevated to a welcomed experience.” To e-mail this article or to view the complete Project File, visit www.ddionline.com/magazine. Aventura Mall Aventura, Fla. Owner The Art of Shaving, a division of Procter & Gamble Miami In-HOuse DesIgn Team Eric Malka, CEO and co-founder Myriam Zaoui, co-founder and creative director Jorge Martin, vice president of business development Alex Davison, Procter & Gamble managing director of Prestige Male Grooming, The Art of Shaving and Zirh COnTraCT DesIgn FIrm Pompei A.D. LLC New York Ron Pompei, founder and CEO Bart Higgins, executive director of branding and strategy Scott Faucheux, studio director www.ddionline.com http://www.ddionline.com/magazine http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - July 2010

Display & Design Ideas - July 2010
Contents
From the Editor
Newsworthy
Shopper Insights
Quick Tips
Greentailing
Editor's Choice
Design Snapshot
Channel Focus: Health & Beauty
CityCenter
State of the Fixture Industry Roundtable
Products
2010 Fixture Leaders Listing
2010 Fixture Leaders Company Index
Right Light
Product Spotlight
Advertisers
Calendar
Classifieds
Think Tank

DDi - July 2010