DDi - June 2011 - (Page 20)

20 | Design Snapshot Storytelling in Spain El Conte de la Pilar toy store transports visitors to a magical world By Jessie Bove, Managing Editor Photos: Rafael Vargas O nce upon a time, there was a toy store in Mataró, Spain, that entranced adults and children alike. Its name was El Conte de la Pilar, and it was different from all the other toy shops. Measuring about 1,800 sq. ft. over a ground floor and basement, the new El Conte de la Pilar toy store was designed by Elia Felices, who says the design process began with trying to understand how children see the world. The goal was to give the space a childlike spirit, while still retaining a measured, elegant appeal. The design journey begins with the store’s intriguing exterior façade, which acts as a frame that visitors pass through to enter an enchanted world, much like “Alice in Wonderland,” explains Felices, who is an interior designer for Barcelonabased Elia Felices Interiorismo. Inspiring curiosity, the façade consists of the frame of a mirror that marks off the interior, with another circular form joined to the arch that contains the backlit logo. “Together, these frontal elements act as the threshold, marking the frontier between our world and the world of fantasy,” Felices adds. Over-scaled objects appear to have sprung from a storybook, such as a rainbow made from LED-lit arches, larger-than-life stuffed animals and the cashwrap that resembles a big cake, complete with a lamp as the candle. Lime green and pink fuscia permeate the store’s interior, conveying a vibe of “happiness, vitality and energy,” Felices notes. Modern-style curves enhance and enlarge the space, while open display shelves at various heights create order. Hanging lamps descend from the ceiling to add further pops of color, while adjustable spotlights create general illumination and add extra light directed toward the shelves. A mural of colorful shapes pulls customers toward the basement, which houses large toys and another arched display case. Here, a large multicolored bench is used as a space for children to gather for storytime. Combining a mix of powerful childhood imagination with a dose of the abstract and a touch of whimsy, El Conte de la Pilar transports customers— both young and old—to a new world that seems straight out of a storybook. www.ddionline.com | June 2011 http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - June 2011

DDi - June 2011
Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Visual Perspectives
Editor’s Choice
Design Snapshot
ASICS Amsterdam
Behind the Scenes: Macy’s Flower Show
Shopping Marketing & Consumer Insights Section
Focus on the Shopper
Shopper Marketing Roundtable
POP Products
Right Light
In-Store Technology
Product Spotlight
Calendar
Advertisers
Classifieds
Shopping with Paco

DDi - June 2011