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Experience Retail Now MARCH 2011 M A RC H 2008

MA RC H 2 0 1 1 GODIVA |





Godiva treats Istanbul to chocolate-covered luxury



RDI Design Awards: All the winners Aeropostale lands in Times Square Airport retailing makes its connections

Experience Retail Now

MARCH 2011 Vol. 142, No. 3







Las Vegas’ new Cosmopolitan Fashion meets craft at Nespresso Barnes & Noble’s app experiment NRF review Tech fixtures at JCPenney


16 Handles Yogurt serves up a colorful treat inside its Long Island shop


GlobalShop 2011


Inside the visual mind of Saks’ Harry Cunningham


F E AT U R E S 24


The chocolatier unwraps a luxury statement in Istanbul’s Nisantasi neighborhood.



The fashion retailer’s New York roots inspire a new store design on Times Square. 34


VMSD takes a look at the growing opportunity for airport retailers to delight and de-stress weary travelers. 40



A first look at the winners of RDI’s annual International Store Design Competition, including Store of the Year honoree Brown Thomas Luxury Hall.


On the cover Godiva’s new luxury store environment includes

Essensuals London salon makes its U.S. debut on Melrose Avenue

a consultation and gift area to appeal to Turkish customers’ expectations of high-level personal service.



Follow VMSD on 2 MARCH 2011 |

Exclusives in March

More images of 16 Handles’ colorful fro-yo shop.

d i g it r i m

Custom Shape Mouldings Custom Artwork Yo u r i m a g i n a t i o n i s t h e l i m i t


Anything is Possible





C O M E S E E U S AT G L O B A L S H O P 2 0 1 1


BOOTH #3819



Being Grounded

11262 Cornell Park Drive Cincinnati, OH 45242 P: 513.421.2050 | F: 513.421.5144 |

Remember when flying didn’t feel like such a punishment?

I’ve always loved to travel. Yellowstone National Park for a summer in college, Antarctica for a once-in-a-lifetime trip writing for an environmental magazine, Belize on my honeymoon. While I look back fondly on these adventures, I shudder when I think about the “adventure” of traveling these days. Catching flights at the crack of dawn so you can make all your connections and still be at your meeting on time. Sitting on a 737 packed to the gills with people trying to stuff oversized carry-on luggage into overhead bins to avoid a random $20 baggage fee. And let’s not even get started on the rising cost of a ticket that no longer includes a free bag of peanuts and a can of Coke. The point is, as much as I love to travel, it isn’t what it used to be. And I don’t think it’s going to get better any time soon. And yet, we can’t and won’t stop traveling. Trade shows, meetings with clients, trips to New York or London or San Francisco to check out new retail. These are on all our to-do lists for the year. But that doesn’t mean the entire experience has to be awful. With travelers spending as much time on the ground as they do in the air, retail has the opportunity to become part of the whole airport experience – the better and more memorable part. Already, some airports are responding with restaurants designed as welcome respites from the security pat-downs and exhaustion of lugging around suitcases. Retailers are filling hungry bellies with healthy and tasty grab-and-go meals. Once revived, these travelers are finding a growing number of specialty stores (and automated kiosks) dotting the concourse, filled with gifts or books or clothing. (For more on airport retailing, see our special report on page 34.) Unlike the airlines, which keep stripping away the amenities while jacking up their prices, airport retailers at least seem to be trying to give us something special. And they’re adding little touches to remind you where you’ve landed. Charlotte’s airport offers welcoming rocking chairs for a touch of Southern hospitality. LaGuardia makes sure visitors can enjoy a slice of real New York pizza – even when they’re just passing through. It’s an effort that can make even the most jaded traveler smile. As of this writing, I’m just crossing my fingers my flight to EuroShop doesn’t get rerouted through Siberia. If so, here’s hoping there’s some good retail to check out along the way.

8 MARCH 2011 |

EDITORIAL Editor Anne DiNardo Senior Art Director Kimberly Pegram Editor at Large Steve Kaufman New York Editor Eric Feigenbaum European Editor John Ryan, London

SALES Publisher Eastern U.S. / Eastern Canada Murray Kasmenn P: 770.578.2577

Business Development Manager Western U.S. / Western Canada

Donna McKerrow P: 770.650.8233 x339

Business Development Manager International

Patricia Iannelli Via G. Rossini 16, 21100 Varese, Italy P: +39.0332.240285

C O R P O R AT E President Tedd Swormstedt Design Group Director Kristin D. Zeit Audience Development Director Christine Baloga Production Coordinator Keri Harper Senior Event Manager Kristy Lohre Director of Book Division Mark Kissling Reprint Information 800-925-1110, ext. 399


800.421.1321 (U.S. and Canada only) P: 513.421.2050 F: 513.421.6110 8:30 a.m. to 4:45 p.m. EST

You see ups and downs. We see opportunity. With a deft touch of intelligence and imagination, we can create experiences that engage shoppers, changing your store from static to dynamic. Call us.

Check out our portfolio and blog at +1 937 439 4400 Brand Strategy



Shopper Sciences


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Documentation and Rollout



vmsd editorial advisory board

r e ta i l e r s Bevan Bloemendaal Senior Director, Global Creative Services Timberland Rick Burbee Divisional VP Home Design/ Trend Sears Holdings Corp.

Amy Garrigan VP, Brand Development Family Christian Stores

Jose Raul Padron Senior Visual Manager Godiva Chocolatier

Beth Harlor Associate Director â&#x20AC;&#x201C; CBDi Design Procter & Gamble

Tracey Peters National Visual and Merchandising Manager Holt Renfrew

Jack Hruska Executive VP, Creative Services Bloomingdaleâ&#x20AC;&#x2122;s

Max Carmona Senior Director McDonaldâ&#x20AC;&#x2122;s USA

victor johnson Director, Store Environment White House | Black Market

Tim Cox Director, Creative Services Publix Super Markets

Jeffrey Key Store Environment Manager Store Planning Loweâ&#x20AC;&#x2122;s Companies Inc.

DAVID CURTIS Director, Store Design North America Starbucks Coffee Co.

hak kim Director of Store Design Tumi

matt davison Director, Store Design and Planning Kohlâ&#x20AC;&#x2122;s Department Stores

Lynn Knutson Visual Merchandising Program Manager Harley-Davidson

Linda Fargo Senior VP, Fashion Director and Store Presentation Bergdorf Goodman

Jay Kratz Architect, Senior Design Manager Store Design Luxottica Retail

Tracey finger Senior Manager Retail Creative Apple

sharon lessard VP, Store Design SuperValu Inc.

Jason Floyd Director, Store Development GameStop Inc.

Dave Lindsey Corporate VP, Store Planning Nordstrom david milne VP, Architecture and Design Carlson Restaurants Worldwide

Stephanie Picone VP, Marketing/Visual IZOD Retail Ken Pray Director, Store Design The Kroger Co. reginaldo reyes Senior Design Lead Target Kevin Ruehle Store Layout, Senior Director, Prototype Design & Evolution Walmart James Sloss VP, Design|SPACE Macy's Inc. Todd Taylor Director of Design Darden Restaurants Inc. Jan Tribbey VP, Store Design & Construction Victoriaâ&#x20AC;&#x2122;s Secret Stores Limited Brands Parisa Zander Director, Worldwide Visual Merchandising, Store Design Microsoft

DESIGN /industry CONSULTANTS Tom Beebe Creative Consultant/Stylist Michael Bodziner Principal Gensler Jim Crawford Executive Director Global Retail Executive Council Steven Derwoed Senior VP and Managing Director Callison RYA Studio peter dixon Senior Partner, Creative Director Prophet Bruce Dybvad President Interbrand Design Forum niki fitzgerald VP, Managing Creative Director Graphic Design FRCH Design Worldwide

jeffrey hutchison President Jeffrey Hutchison & Associates Miho Koshido Creative Director JGA Kevin Oâ&#x20AC;&#x2122;Donnell Founder Thread Collaborative tara o'neil Chief Creative Officer Perennial Inc. Lee Peterson Executive VP, Creative Services WD Partners todd rowland Director of Design, Retail Little Randy Sauer Principal MulvannyG2 Architecture Brian Shafley President Chute Gerdeman

Bryan Gailey VP Retail Design Director Arc Worldwide

randall stone Senior Partner Lippincott

Les Hiscoe VP, Retail Group Shawmut Design and Construction

Dimitri Vermes VP CBX

david hogrefe Managing Director Fitch

rachel zsembery Associate Bergmeyer & Associates



More Than A Sign, Itâ&#x20AC;&#x2122;s Identity








Edited by Anne DiNardo

Forget vodka, triple sec, cranberry and lime juice. The newest cosmo to hit the Las Vegas skyline is a new multi-tower luxury resort on The Strip. Sitting on 8.7 acres of land off Las Vegas Boulevard, The Cosmopolitan of Las Vegas opened in December with a 2995-room resort with oversized, residential-style living spaces; three pools; a 100,000square-foot casino; Marquee Nightclub & Dayclub; and Sahra Spa & Hammam. Several noteworthy architects had their hands in the project, including executive architect Friedmutter Group and building architect Arquitectonica. The interior design was directed by Rockwell Group, Jeffrey Beers, Adam Tihany, Friedmutter Group, SEED, Asfor Guzy, Studio Gaia, Bentel & Bentel and United. To stand out from the bounty of glitz and glam that makes up the Las Vegas experience, The Cosmopolitan is designed to bring something new to the market – particularly in the areas of retail and dining. 12 March 2011 |

“Retail in the city has become expected,” says ceo John Unwin. “But our thoughtful merchandising and unique mix is specially curated for The Cosmopolitan brand and is unlike anything that has come before it.” The 36,000-square-foot retail space includes nine luxury boutiques: AllSaints Spitalfields, Beckley, CRSVR Sneaker Boutique, DNA2050 denim shop, Droog, Molly Brown’s Swimwear, Retrospecs & Co., Skins 6|2 Cosmetics and Stitched men’s boutique. The resort’s collection of restaurants spans the culinary globe with Blue Ribbon Sushi Bar & Grill, China Poblano, Comme Ca, D.O.C.G. wine bar, Estiatorio Milos’ Greek restaurant and steakhouse STK, among others. Visitors can also marvel at The Chandelier (inset), a tri-level, crystal-enshrouded bar that seats hundreds among shimmering strands of 2 million beaded crystals. This is, after all, Las Vegas! —Anne DiNardo

Cou rtesy of The Cosm op ol ita n, La s V ega s

The Cosmopolitan Shakes Up Las Vegas



JCPenney (Plano, Texas) has found a happy relationship with in-store technology. In 2009, the department store began introducing FindMore smart fixtures (shown), linking home departments in six stores to the retailer’s online site, for expanded merchandise selection, e-mail functions, product feature information and online purchasing. Fast forward to 2011 and that initiative has grown to 127 stores and four departments, including women’s, men’s and footwear. JCPenney recently expanded its technology strategy to help brides prepare for their walk down the aisle. Associates in fine jewelry departments at 10 stores in Los Angeles and Dallas/Ft. Worth markets now have iPads on hand to use as a sales tool, with an additional 40 stores to receive them this spring. The device allows customers to view the retailer’s entire bridal fine jewelry collection available through its new Modern Bride section within its fine jewelry department. “Our commitment to technology innovation continues to deliver new opportunities to connect with our customers,” says Kate Coultas, corporate communications manager, brand, JCPenney. —AD

SEXIEST APP ALIVE Barnes & Noble and Esquire magazine, which have both been stung by the growth of today’s digital media, collaborated on an unusual celebration of those new media.


“It’s a work in progress. Overall, I want to make Barneys the greatest specialty store in the world.”

In January, Esquire cover girl Brooklyn Decker, voted “sexiest woman alive” by the magazine’s readers, appeared in Barnes & Noble stores – or, at least, a digital image of Decker appeared, via GPS technology.


GoldRun, a specialty New York agency, set up the technology so the enabled GPS zone was confined to the magazine shelves where Esquire appeared. The hope? Maybe someone would buy and read a magazine. —Steve Kaufman

Source: Women’s Wear Daily, February 6, 2011

14 MARCH 2011 |

Customers with the right iPhone app could photograph the 23-year-old swimsuit model in any of various poses, insert themselves in the photos and then post or e-mail the images.


JCPenney Says “I Do” to Technology

86 6.6 4 5. 7032 ex t. 327



the goods

Co u r t e s y o f L i g a n ova , St u t tg a r t, G e r m a n y


Coffee Couture Espresso coffee brand Nespresso kicked off the year with a series of ornate window and in-store displays created by Indian fashion star Manish Arora. The N-Art Campaign carried an Arabian Nights theme and was featured in more than 300 Nespresso boutiques around the world. The designer, known for his psychedelic color palette and fusion of modern and traditional techniques, created handmade artworks using the brand’s colored coffee capsules. Locationspecific icons were also included, such as the Eiffel Tower in the Paris store and the Golden Gate Bridge in San Francisco. “The campaign consisted of many thousand intricate details that had to be applied and fitted to every store and window – a creative and logistical challenge,” says Thomas Paul Klein, key account director for Liganova, the Stuttgart, Germany-based firm in charge of production and logistics of the temporary display.

16 March 2011 |


the goods

Review: NRF’s The Big Show “Innovation is a pebble you turn over. It’s a pack of three socks that don’t match.” That message was delivered by Jonah Staw, ceo/founder of LittleMissMatched, during a panel discussion, “Showers of Creativity: Rays of Inspiration,” at NRF’s 100th annual convention and expo, in New York. Staw joined Kate Anchetill, GDR Creative Intelligence; Harry Cunningham, Saks Fifth Avenue; and Ken Nisch, JGA, to talk to a packed room about moments of creativity. Anchetill shared social media’s rising power using examples from Burger King, Walmart and Uniqlo. “The power of bloggers is immense now, especially with moms,” she added. Plenty of awe-inspiring technology was also onhand at the expo. One example was After-mouse. com’s (New York) touchscreen applications for retail and hospitality settings (shown). “The units allow you to make product comparisons, see product in 3-D, take virtual orders and show video,” says ceo Nicolas Chaillan. —AD

B&N_VMSD_MARCH:Layout 1 1/31/11 1:32 PM Page 1

Call for Entries

The Giant Pegboard System ™

VMSD Retail Renovation Competition The editors of VMSD invite all design firms, construction companies, retailers and suppliers to submit store renovation projects for consideration in this one-of-a-kind competition.

A playful, oversized adaptation of the system found in everyone’s garage.

Deadline: April 18, 2011 For more information, visit under “Competitions” on the Hot Topics page or e-mail editor Anne DiNardo at

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D E S I G N D E TA I L By Anne DiNardo



16 Handles Yogurt Long Island, N.Y.

Color, curves and eco-conscious materials highlight the fun mix-and-match philosophy of this self-serve frozen yogurt chain as it prepares for its East Coast expansion. For more images of 16 Handles Yogurt, visit

20 MARCH 2011 |


In reference to the fluid motion of a dish of fro-yo, designers employed lots of curves throughout the space, including the ceiling panels. A mango-colored drop ceiling helps with sound control inside the roughly 1400-square-foot space while also extending the food-inspired color palette overhead.


A variety of lighting treatments are put to use throughout, including decorative rice paper lamps and MR-16 track heads over the toppings bar.

1 2


16 Handles, New York DESIGN R I C K M A R D E R , R I X P I X P H OTO G R A P H Y, C A R L E P L AC E , N . Y.

Horst Design Intl. Inc., Cold Spring Harbor, N.Y. CEILINGS


Taking cues from the company’s corporate philosophy, Horst Design Intl. (HDI, Cold Spring Harbor, N.Y.) incorporated plenty of green materials. Countertops at the toppings bar, cashwrap and yogurt dispensing area are made of recycled glass and concrete and signs are mounted on renewable bamboo panels.


Porcelain tile in three colors – white, green and mango – brighten the floor. Customers have a variety of seating options, including lounge pods with bamboo-topped tables. The wall banquette is composed of a white plastic laminate bench with pink seat cushions and a padded green backwall.

5 COLOR-CHANGING LIGHTS Stainless-steel towel bars house color-changing LED accent lights that “tie into the 16 yogurt flavors available every day,” says Doug Horst, president and creative director, HDI. LEDs are also installed underneath the seating bench for added visual pop. x

Armstrong Acoustical Tile, New York FIXTURES AND GENERAL CONTRACTOR

Megavision, Brooklyn, N.Y. FLOORING

Stone Source, New York FURNITURE

Domitalia, New York LIGHTING

Store Lighting Systems, New York WALLCOVERINGS AND MATERIALS

Moz Metals, New York Chemetal Metal Laminate, New York For a full list of suppliers, go to | MARCH 2011


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The American brand with a Belgian heritage and new Turkish owner launches its first luxury retail statement on the streets of Istanbul. By Steve Kaufman, Editor at Large

24 March 2011 |

Ali B ekm a n, I stanb ul , Tu rk ey

Godivaâ&#x20AC;&#x2122;s New Chocolate Box

Fashionable shoppers stroll Istanbul’s Nisantasi quarter, wandering in and out of the highest-end international luxury storefronts: Louis Vuitton, Prada, Dior, Hermes, Gucci, Cartier. A new player in the neighborhood has just opened shop, offering the same elegant surroundings and chic merchandising. But Godiva Chocolatier is not selling sparkling jewelry or thousand-dollar bags. It’s just merchandising its confectionery that way, with a store that cries out to the international sidewalk traffic: “We’re the diamonds and rubies of chocolate.” “In fact,” says designer David Ashen of d-ash

design (Long Island City, N.Y.), “the internal working name at Godiva for the store concept was ‘pirlanta’ – Turkish for ‘brilliant jewelry.’ ” It’s a powerful message for a culture notorious for its sweet tooth. And who better to deliver it than Godiva, which has marketed itself as the gold standard for chocolate since its 1926 founding in Brussels? After 40 years as a division of The Campbell Soup Co., Godiva was acquired in 2008 for $850 million by Istanbul’s Yıldız Holding, which owns Ülker Group, the largest consumer goods manufacturer in the Turkish food industry. So Godiva

Godiva Chocolatier’s new Istanbul store is a celebration of luxury merchandising, with sleek lines, polished surfaces and merchandising that suggests expensive jewelry and high-end accessories as much as chocolate candies. | March 2011


“Our objective was to make the consumer feel totally surrounded by all the emotions that chocolate conjures – pleasure, indulgence, comfort.” — David Ashen, d-ash design

Above A cozy sit-down area, a nod to Turkey’s café culture, offers hot chocolate drinks and displays some Godiva legacy pieces, like chocolates made for the launch of “Gone With the Wind” and for Queen Elizabeth’s birthday. Right The Lady Godiva logo against the wall was toned down and covered up to respect the Muslim sensibilities of the Turkish marketplace.

26 March 2011 |

not only has the international cachet (Belgium, New Jersey), but now also the Istanbul street cred. “The key strategy is to make people think of Godiva when they think about chocolate,” Godiva ceo Jim Goldman told the Istanbul press. However, shoppers in Istanbul had not had much exposure to Godiva chocolate, which previously was sold only at Istanbul’s Ataturk International Airport. “So our strategy was to give them an exciting chocolate retail experience,” says Linda Lombardi, Godiva’s vp, global store design and visual merchandising. In addition, she says, “the Turkish people are not particularly well-versed about chocolate. It’s not what they think of when they think of candy, or luxury, or gift-giving.” So the challenge of the store design was to tell an elegant, luxurious story with chocolate as the theme. “Our objective,” says Ashen, “was to make the consumer feel totally surrounded by all the emotions that chocolate conjures – pleasure, indulgence, comfort. Everywhere you turn, there’s a different way to enjoy Godiva.”

The two-level, 3000-square-foot space carries out the design brief right from the front door, a straightforwardly elegant geometry of glass panes and iron framework encompassing the simple all-caps Godiva logo. The front-most third of the store is the retail experience. The perimeter walls are filled with backlit niches all the way to the 16-foot ceiling, dramatically merchandised in luxurious presentations. There’s a refrigerated glass drawer at the base of the wall displaying individual pieces, and boxed products above. “Shoppers can tour the store, creating their own custom boxes,” says Lombardi. A “chocolate runway” runs up the middle of the space – a 16-foot-long table with a carrera marble top and espresso-stained wood base over which customer and salesperson can collaboratively put collections together. The ceiling drops to 10 feet in the middle of the store, a cozy seating area serving coffee, tea and chocolate drinks that replicates the popular, casual Turkish sit-down café. “We wanted the store to be | March 2011


Above The consultation

area, for putting gift packages together, was softened with round curves and a chocolate swirling wall.

28 March 2011 |

approachable, inviting and friendly,” says Lombardi. “We didn’t want them to see Godiva chocolates only for special occasions. The café provides that casual, everyday experience.” The ceiling rises again, to 14 feet, in the rearmost third of the store, which serves as a gifting and consultation area for putting large catering packages together for parties, weddings, corporate events, etc. The corners soften into curves and the wall treatment becomes a delicious chocolate swirl. “This part of the store addresses the Turkish culture’s expectation of high-level personal service,” Lombardi says. There’s even a VIP service area above the main room filled with curved couches, comfortable pillows, Turkish rugs and silver tables cast from traditional Turkish drums. High-end silver platters and bowls are also sold here. “Turkish people like to give beautiful platters as engagement or wedding presents,” she says. “We want them to begin filling those platters with Godiva chocolates.” x


Godiva Chocolatier Inc., New York Design

d-ash design, Long Island City, NY Architect and General Contractor

Net Mimarlik, Istanbul, Turkey Outside Design Consultant

Studio C Squared, New York (lighting) Stone Flooring

Granimer, Istanbul, Turkey Wall tiles

Ann Sacks, New York Glass Works

Gedik Cam, Istanbul, Turkey Chairs/armchairs

Cenan Ahsap, Istanbul, Turkey Graphics /vinyls

Ekografik, Istanbul, Turkey For a full list of suppliers, go to

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2/8/11 4:02 PM

Next Stop, Aeropostale The specialty retailer accumulates unique visual icons of New York for its new Times Square store. By Eric Feigenbaum, New York Editor

Above Inside Aeropostale’s

Times Square flagship, a Pepsi-Cola-inspired sign draws customers up the escalator into an environment that interprets the New York experience.

Aeropostale, which has been selling its mid-price merchandise to mall-haunting teens for years, has ventured into the biggest of big cities with a new store in New York’s Times Square. But in trying to capture the essence of a Manhattan store, Tim Anderson, Aeropostale’s vp of construction, made a challenging decision. “We shied away from the obvious images, the Empire State Building and the Chrysler Building,” Anderson says, “and selected more esoteric imagery that can only

be found in the Big Apple.” And one of the elements Anderson decided to focus on: the subway. So at the Broadway and 45th Street entrance to the store, after such typical Aeropostale imagery as its proprietary wave graphic running along perimeter soffits, is a backlit sign announcing “Times Square NYC.” The sign is mounted on clean white subway tiles. It’s the starting point of a journey through the streets of New York. A mosaic subway directory guides customers to the escalator and the SoHo T-Shirt Shop, Jeans Library and Dorm Room on the second floor. Along the way, designers made use of the colorful circles used on New York subway maps and signage to identify the various lines. In one spot, four red circles are grouped together, each with a letter to spell out the word AERO. A distressed version of the company logo also appears on a white brick wall, enhancing the urban feel. The sign is actually made with vinyl letters that were applied to the brick using heat shrinking to appear as if it’s been painted. But it’s not just the subway. Anderson and his partners at GHA Design Studios (Montreal) were inspired by the big Pepsi-Cola sign that guards the banks of the East River, including its steel superstructure, to spell out the word Aeropostale on the sidewall of the escalator. The mellifluous curve of the sign entices customers to the top of the escalator on the second floor

Above In the jeans shop,

Below Strategically

denim is merchandised in perimeter cubes suggestive of library shelves, with style and price point written on the spines of books stacked below the jeans.

positioned front and forward, the vertical presentation of T-shirts draws the busy thouroughfare’s walking trade into the store. | March 2011


Above White brick walls, bleached wood flooring and an oriental carpet add to the ambience inside the Dorm Room on the second floor.

32 March 2011 |

where The SoHo room is strategically positioned. The room’s façade is reminiscent of SoHo’s landmark cast-iron architecture. “The room is a nod to the heritage not only of the city but also of Aeropostale, as props from the company archives are used throughout,” says Jeff Lee, vp of visual merchandising, including photos, certificates and even the chairman’s own bomber jacket. An image of the Brooklyn Bridge is etched onto the surface of an antique mirror hung as a focal point on the back wall. There’s also a good deal of appropriate repurposing in the room: industrial work tables from Get Back Inc., vintage props from Olde Good Things, price point signs scribbled on old chalk boards and exposed brick walls with repurposed floorboards. The Jeans Library is evocative of the city’s iconic 42nd Street Public Library, including a replica of the famous lions regally positioned in the front of the space. Bronze chandeliers and creaky wooden library tables complete the reading room reference. The Dorm Room – which features sleepwear, loungewear, intimate apparel and accessories – is modeled after a Greenwich Village loft. Merchandise

is stacked and folded on nested tables with blue wood-turned legs and upholstered linen-covered benches. An eclectic grouping of chandeliers lights a signature round settee. There’s a balcony outside the second floor of the 19,000-square-foot store looking out at the uniquely New York bustle of Times Square. But with clever use of materials and familiar references, the designers did a good job of replicating the city’s glitter, texture, lights and pulsating beat inside the store. x


Aeropostale, New York Design

GHA Design Group, Montreal


Lifestyle/Trimco, New York Props and decoratives


Lifestyle/Trimco, New York Suzi West, Columbus, Ohio

Fixtures, furniture

entrance doors, glass and metal installation

Sargenti Architects, Paramus, N.J. KRG Enterprises Inc., Philadelphia

American Products Inc., Tampa


Bergen Sign Co., Paterson, N.J.

Architectural Systems Inc., New York Lighting

Lido Lighting, Deer Park, N.Y.

Interior sign

For a full list of suppliers, go to

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By Steve Kaufman, Editor at Large

Eat, Shop, Fly 

Travelers at airports are annoyed, but retailers have a growing opportunity to attract, entertain and de-stress them. Last fall, the glamour of air travel officially left the gate. Headlines and TV reports blared throughout the 2010 Thanksgiving weekend about stepped-up airport security, humiliating pat-downs and invasive digital body scans. That, along with increasing delays and decreasing services, puts travelers at the airport in a grumpy state of mind. Perversely, this stressed, preoccupied, grouchy consumer has given airport retailing its best opportunity ever to drive sales. “Today’s travelers are spending as much time on the ground at the airport as they are on the flights themselves,” says Bruce Dybvad, president of Interbrand Design Forum (Dayton, Ohio). “Once through security, they’re ready to de-stress. And retailers have the opportunity to make them happy.” That means upgrading the old newsstand-and-apack-of-gum formula. Attractively fashionable stores are selling branded merchandise. Spacious sit-down restaurants are offering gourmet-level meals. Branded kiosks are selling a growing variety of items – from headphones and jump drives to lotions and perfumes – with the swipe of a credit card (see sidebar). Health and beauty stores are offering merchandise and spa treatments. And what Dybvad calls “C-stores on steroids” are offering the usual grab-and-go opportunities but have upgraded the fare – gourmet, organic, vegetarian – and improved the sightlines and traffic flow not only for efficiency and mobility but also for visibility and allure.

34 March 2011 |

Much of the focus is on food and beverage – and with a local angle. A Cibo Express Gourmet Market was recently installed at the Delta concourse of New York’s LaGuardia Airport, replacing a couple of national quick-serve brands like Sbarro pizza and Burger King. The concept, developed by OTG Management (Philadelphia), is specifically designed to replace the bland could-be-anywhere feeling of the typical concourse with a strong local flavor. “We want customers to feel like they’re sitting in any New York restaurant,” says OTG ceo Rick Blatstein. So there’s a French bistro, New York-style steakhouse, custom burger joint, Brooklyn-style pizza offering and an espresso and coffee counter, all sleek and streamlined, with a single checkout line. There are also plans for a seafood and raw bar, wine bar, noodle shop, Italian bistro, Jewish deli and gourmet market – other ingredients of the New York culinary mix.

Air Side Shopping

Though all those travelers wheeling luggage carts around the airport represent a captive audience ripe for picking, it’s not an easy one to isolate. It’s certainly clear that the best retail opportunities lie on what the industry calls “the air side” of the security checkpoints (as opposed to “the land side”). After surviving that rushing/herding/disrobing gauntlet, “Suddenly, the stress begins to disappear and there’s time to stroll the concourse,” says Randall Stone, senior partner at Lippincott (New York). The love-toshop pheromones kick in. Sophisticated business travelers who want to spend that time shopping are expecting the same brand presence and level of experience they get on the street. It’s a trend that began with duty-free shopping. “They’re attractive, well-laid-out stores with big-name luxury brands,” says Steven Derwoed, director of retail in Callison’s New York office. “The brands tend toward open-sell merchandising, which

Colorado Sports Bar & Grill, Denver Intl. Airport

M e g a n Ne w to n P h oto g r aph y, B o u l d e r , Co lo . | March 2011


With the cost of airport retail space rising and the demand for goods broadening, several national retail brands are establishing their airport presence with sophisticated technology. Best Buy, Apple, Body Shop, Reebok and Proactiv Solution are among those installing automated digital stations throughout airports, selling relatively small and easy items with the swipe of a credit card. “They’re giant vending machines,” says Randall Stone, senior partner at Lippincott (New York). ZoomSystems (San Francisco), which builds and installs many of these 7-foot-high, 27-squarefoot devices, calls theirs “Zoom Shops.” They’re not only in about 32 different airports around the country but also in train stations, malls, on campuses and military bases, in hotels, resorts, hospitals and even inside other stores, such as Macy’s. “They’re branded with the retailer’s logo, colors, aesthetics and signage to look just like a mini-store,” Stone says. And they’re designed for easy and secure transactions. Not unlike selecting a Hershey Bar or bag of Frito’s, the shopper can peer inside at the merchandise selection and shop using a touch-screen interface. After the credit card information is verified, out it comes: a USB power adapter from Apple, headphones from Best Buy, battery pack from Sony, revitalizing toner from Proactiv Solutions, lotion from Body Shop or, for the first time, apparel items. Reebok shops carrying a line of Reebok Retrosport licensed T-shirts, representing nine different National Football League teams, have been installed in 20 U.S. airports. “It’s easy and efficient,” says ZoomSystems ceo Gower Smith, “and secure – the purchase is not fully charged until the product is scanned and removed.” Is it the future of airport retail? Could be, if ZoomSystems’ claim is correct that the machines have the highest sales per square foot of any retail store – and even higher in airports. – SK

36 MARCH 2011 |

“Bars continue to be in strong demand but the desire is for quality surroundings. And TVs are a must!” –MIKE CARO, AIRMALL USA

watch in five minutes. We tried to create a comparably luxurious environment in fewer square feet and to offer dedicated areas that allow the same intimacy of transaction, only standing up.” DINING IN

Other airport retailers trying to pinpoint the concourse demographic know they first have to target two consumer groups: the business traveler and leisure traveler. What they have in common is time on their hands and the search for a convivial dining experience. But there are differences, too. “Business travelers are savvy and experienced, and generally alone,” says Stone. “They probably already have their reading material and headphones. They’ll more likely seek out a good place to sit and eat or have a drink, watch a game or check their e-mails.” “Bars continue to be in strong demand,” says Mike Caro, vp of Airmall USA (Pittsburgh), which develops and operates retail for airports, “but the desire is for quality surroundings. And TVs are a must!” Leisure travelers, more likely to be traveling in groups or with families, are looking for something


Automated Retail

encourages speed of transaction. And while the idea of saving money is attractive, it’s the quality of the offering that drives the experience.” The same quality of experience has been extended in some European airports. “Terminals 4 and 5 in London’s Heathrow Airport have some of the same retail brands – Harrod’s, Bulgari, Rolex, Watches of Switzerland – that any destination urban shopping street would be happy to have,” says Derwoed. Callison recently designed the Heathrow stores for Watches of Switzerland, selling the same high-end merchandise as in its London stores, but in an environment that takes into account the specific needs of the airport shopper. “On Brompton Road, the transaction can take 45 minutes in a private lounge over Champagne,” Derwoed says. “In the airport, they often sell a six-figure


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to entertain the kids, says Matt Hyatt, senior associate at Bergmeyer & Associates (Boston), “and they’d rather eat than sit at the gate. But they’re almost certainly lugging more stuff, so they need wider aisles and places to put bags and carts down. On the other

Sophisticated business travelers who want to spend that time shopping are expecting the same brand presence and level of experience they get on the street. hand, they’re probably less time-sensitive than the business traveler, who’s concerned about missing a meeting or making a connection.” Those connections are becoming more and more a reality of air travel – and more of an opportunity. “People making connections, wandering around an airport for an hour or so, could be anywhere,” says Callison’s Derwoed. “A local reference personalizes the journey for them – a mural, a sculpture. If they suddenly realize that this generic agglomeration of concourses, gates and walking sidewalks is actually Detroit, they might be attracted to local color: a shop selling items related to the auto industry or the Motown music story, or stuffed animals in a store linked to the Detroit Zoo. They might see it as a chance to buy a memento for their family or co-workers.” 38 March 2011 |

Ro c k y M o u n ta i n H i gh

The right local eating experience might help set that mood. “The consumer is frustrated and wants to break out,” says Roslindale, Mass., architect Derek Rubinoff, explaining his concept for the Colorado Sports Bar & Grill at Denver International Airport. “So we gave them blue skies, majestic mountains and swooping, sloping landscapes.” The restaurant’s mural-filled design attempts to suggest what Rubinoff calls “a transportive” environment, referencing the area’s skiing, ice-climbing, mountain biking, hang gliding and kayaking. There are TVs, of course, but they’re set up in the 7-foot soffits so if customers want to sit and talk rather than watch a game, it’s easy to do so. And if they want to watch, the dark blue walls and ceiling provide a no-glare background. Below the waistline, however, colors are light and neutral, to relax the diner. “Ultimately,” says Rubinoff, “it’s all about taking the stress out of the experience, if only for an hour.” Food is one familiar way to the heart. Another is well-presented merchandise in an inviting environment. So whether it’s a slice of pizza in a Brooklynstyle joint in a food court or a Rolex watch in a lush high street store on the concourse, airports are trying to turn their environments into places where travelers don’t mind spending time – or money. x

Bernstein VMSD March 2011:Bernstein March AW




Page 1


SHOWROOM: 151 WEST 25TH STREET, NEW YORK, NY 10001 T. 212.337.9578 F. 212.337.9579

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The 2010 RDI International Store Design Competition

A Sense of Place

Brown Thomas Luxury Hall didn’t need the luck of the Irish to win top honors in RDI’s annual store design competition. Just a dazzling array of materials, lighting and natural colors to create a world of refined luxury. By Anne DiNardo, Editor

40 March 2011 |

Brown Thomas’ Dublin Street Flagship has been an established landmark in Ireland since the 1840s, earning its place on the international stage of luxury retailing. The brand houses some of the world’s most exclusive designer collections – Louis Vuitton, Chanel, Hermes – coupled with a high-end level of service that creates “the Brown Thomas experience.” When the retailer wanted to evolve its offering to include a new department featuring fine watches, jewelry and

Store of the Year New Floor or Shop Within an Existing Department or Specialty Store Innovative Award: Materiality Brown Thomas Luxury Hall Dublin, Ireland Burdifilek

luxury gifts, designers sought to create a space that would transport shoppers to a luxurious setting while still staying grounded in its Irish heritage. “We needed to create a space that was iconic on a global point of view,” says Diego Burdi, creative partner, Burdifilek (Toronto), the firm that designed the award-winning space. Inspired by the country’s natural richness, designers introduced a soft color palette, feminine design aesthetics and what Burdi calls “feats of engineering” to create an 8500-square-foot department that’s a delight to the senses. Among the riches are honed Italian marble flooring in mottled, creamy shades; columns clad in tinted, antiqued mirrors; and seamless, semi-circular glass display cases in soft polished nickel

that appear to float over champagne-colored Starfire glass bases. Perimeter walls in dichroic glass reveal a shimmering, gold-hued iridescence. Toronto-based artist Dennis Lin was commissioned to create a Bertoiainspired installation with hand-articulated polished nickel rods that extend from floor to ceiling. “When you look at it all together, it speaks beautifully and demographically to where the store is situated,” says Burdi. Judges admired the jewel-like quality. “The sinuous character of the arrangement, balanced with the light reflectivity of the merchandising elements and interior treatments, create an environment that is evocative of surprise and uniquely distilled splendor,” says Tim Girvin of Girvin | Strategic Branding & Design and one of the competition judges. VMSD presents the winners of the 2010 Retail Design Institute’s annual International Store Design Competition on the following pages. For more awards coverage, visit

RDI International Store Design Competition Judging Panel Elizabeth Dowd, store planning and fixture design, Recreational Equipment Inc. Michael Forrest, senior director, customer experience, Microsoft Corp. Retail Stores Tim Girvin, principal and founder of Girvin | Strategic Branding & Design Justin Hill, senior principal, MulvannyG2 Architecture Tim Pfeiffer, owner, Tim Pfeiffer Design Collective and Branded Environment Design Consultancy Russell Sway, president, R. Sway Associates Judy Theodorson, assistant professor interior design, Interdisciplinary Design Institute, Washington State University Spokane Hosted by the Seattle Chapter of RDI | March 2011


The 2010 RDI International Store Design Competition

Specialty Store 3001 to 5000 Square Feet (tie) SAG Signature Quebec City, Que. Aedifica Inc.

S id Le e, M on tre al ( SAQ Si g natu re ) ; Alb erto Ferre ro, Milan (Carlo Pa z oli ni )

Specialty Store 3001 to 5000 Square Feet (tie) Innovative Award: Conceptual Design Carlo Pazolini Milan Giorgio Borruso Design

42 March 2011 |

The 2010 RDI International Store Design Competition

Pop Up/Temporary Store Innovative Award: Conceptual Design â&#x20AC;&#x153;Eyewear from the Beginning to the Futureâ&#x20AC;? Exhibition Grand Central Terminal, New York Giorgio Borruso Design

44 March 2011 |

I D & Desi gn I nt l . , Ft. L aude rda le , Fla . (lot te ) ; M agda Biernat, N e w York ( eye we ar e x hibit )

New or Completely Renovated Full-Line Department Store Lotte Gwangbok Department Store Busan, South Korea ID & Design Intl.

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The 2010 RDI International Store Design Competition

Specialty Store 1501 to 3000 Square Feet Innovative Award: Space Planning Wenger â&#x20AC;&#x201C; Maker of the Genuine Swiss Army Knife Boulder, Colo. Gensler

G en s ler , Den ve r ( We ng e r); J in ju Ka ng , S e ou l , S out h Kor e a (m a n studi o)

Specialty Store Under 1500 Square Feet Man Studio Seoul, South Korea JHP

46 March 2011 |












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The 2010 RDI International Store Design Competition

New or Completely Renovated Specialty Department Store Bloomingdale’s Santa Monica Santa Monica, Calif. Mancini•Duffy

48 March 2011 |


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The 2010 RDI International Store Design Competition

Specialty Store over 10,000 Square Feet Innovative Award: Fixture Design Innovative Award: Visual Merchandising ALLSAINTS Spitalfields SoHo, New York 212 Design INC.

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Specialty Store 5001 to 10,000 Square Feet Leviâ&#x20AC;&#x2122;s Flagship Store London Checkland Kindleysides

50 March 2011 |

The 2010 RDI International Store Design Competition

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52 March 2011 |


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The 2010 RDI International Store Design Competition

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Specialty Food Court or Counter-Service Restaurant SABBABA - food music & friends Newtown, Australia Otto Design Interiors Pty. Ltd.

54 March 2011 |

Fleetwood VMSD March 2011 aw:Fleetwood Green



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The 2010 RDI International Store Design Competition

Specialty Food Shop Doltone House Darling Island Wharf, Sydney, Australia Geyer Pty. Ltd.

56 March 2011 |

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The 2010 RDI International Store Design Competition

Large-Format Specialty Store The Exchange Tinker Air Force Base, Oklahoma City, Okla. Chute Gerdeman x

58 March 2011 |

David Wh ittake r , to ronto (Do nato spa ); Mar k Ste e le Ph otog rap h y, Col u mb us, O hi o ( t h e e xc h an g e )

Service Retailer Donato Spa + Salon Toronto II By IV Design Associates Inc.


VMSD Showroom

Preview: GlobalShop Exhibitors On the heels of the triennial EuroShop trade show, the industry will gather again for GlobalShop, March 28 to 30, at Las Vegasâ&#x20AC;&#x2122; Sands Expo and Convention Center. To help readers navigate the show floor, VMSD offers a preview of exhibitors and new products on display during the three-day event. These listings also indicate the pavilion where each exhibitor is located: SF = Store Fixturing Show; VM = Visual Merchandising Show; DS = Digital Store; SDO = Store Design & Operations; ARM = At-Retail Marketplace; RMS = Retail Marketing Services.

Lifestyle/Trimco In addition to its array of holiday products and decorative urns collection, the company will display the Grafix line of transfer art featured on its Cabine mannequin. VM

Pacific Northern Inc. The M3 System is a component-based modular display with expandable shelving. The high-capacity collection fixture features lifestyle imagery, logo identity and product information, along with room for backstock. SF

60 March 2011 |

Madix Inc. Designed for small spaces, Y-Gondola is constructed from the companyâ&#x20AC;&#x2122;s Maxi Line components for fast assembly. SF

Treefrog Veneer New Madagascar Ebony Bright Silk and Palmwood Bright Silk prefinished real wood veneer laminates feature an improved topcoat to accentuate darker wood hues. SF

Abet Laminati Kaleidos Collection of high-pressure laminates includes four patterns: Sparkles with tiny flecks; Shards with triangular patterns for a geometrical movement; Crystal with small geometric gems; and Lens, featuring squares with a curved effect that catches light. Offered in white, taupe, gray and black background colors. SF | MARCH 2011



VMSD SHOWROOM GlobalShop Exhibitors

Outwater Plastics Industries Inc. The LED Crystal Light Box with cable shelving hardware system can be used to backlight graphics, posters and promotional materials without a visible power supply. Features ultra-slim design. SF

FFR-DSI Inc. The companyâ&#x20AC;&#x2122;s Yellow Pages catalog features more than 400 new products, from stock products and category management to custom programs. SF

THE MANY MOODS OF METAL. Chemetal is a massive collection of over 200 metal designs ideal for vertical installation in retail and exhibit spaces. Call or visit for more infomation.

JP Metal America Inc.

(800) 807-7341

JPMAâ&#x20AC;&#x2122;s in-house facilities contain over 1 million sq. ft. of production space in the areas of metal, wood, electroplating, powdercoating, veneer, assembly/warehousing, and shipping. SF

Holiday Foliage American Industrial Presentation Tables and Risers come in custom sizes and finishes. VM

62 MARCH 2011 |


INST RE Visual merchandising on a whole new level



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Visplay Inc. Invisible 6 P/L horizontal support system uses an integrated power rail and 24V low-voltage technology. Shelves with integrated lighting can be installed along this invisible plug and light system. SF

Global Shop Booth #3523 • 800.433.7142 •

Identity Group/AdMart Teaser Stand is a versatile in-store marketing aid for promotional displays. Designed to accommodate graphic inserts, overlays, banners, shelves, display rods and literature pockets in a variety of combinations. ARM 64 March 2011 |

VMSD SHOWROOM GlobalShop Exhibitors


Mettler Packaging EcoLoop, part of the companyâ&#x20AC;&#x2122;s sustainable packaging line, is made with more than 80 percent postconsumer recycled material. VM

SoundTube Entertainment The company introduces the SM8 series of surface-mount 8-in. retail speakers. Other options include open ceiling, in-ceiling, focuspoint and outdoor styles. SDO, DS

Hera Lighting SlimLite XL-LED has a plug-in modular system for easy installation. Offers the same light output as a T5 fluorescent with half the energy use and longer lamp life. SF | MARCH 2011



VMSD SHOWROOM GlobalShop Exhibitors

DSA Phototech

Designed specifically to color correct energy efficient light sources. Visit us at: Globalshop Booth No. 3038

The company will debut a full line of digital signage products and services, including content production and management and custom-designed digital displays. SF

Niconat Mfg. The company will exhibit a variety of products, including contemporary floor fixtures, display tables, Êtagères, floor mirrors and seating pieces. Products offered in a combination of metal, wood and glass. SF

Chemetal The company introduces 15 new colors to the Tints Collection. The line also includes 3-D effects of 11 deeply brushed design choices. SF

Call LEE Filters for more information



Stylmark Inc. The company now offers high-impact graphic display solutions, including backlit display and lightboxes, poster frames, edgelit displays and frameless fabric displays. Lightboxes come in wall-mount, recessed and double-sided styles, in anodized color and finish combinations. SF x



1 8 0 0 2 35 8 3 2 0

www.VYCO M P L AST I C S .co m /ce l te c

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regional directory An advertising service for local or regional display and fixturing companies and national companies with local distributors and/or sales offices.

The Products & Services (P&S) Codes and the Business Classification Codes in each listing are defined as follows:

1. Animations 2. Architectural and Building Components 3. Audio/Video 5. Ceilings 6. Design Services 7. Decoratives and Props

8. 9. 10. 11. 12. 13. 14. 15.

Fixtures Flooring Furniture Lighting Mannequins, Forms Materials Signage & Graphics Supplies & Equipment

16. Wallcoverings  17. Security A- Manufacturer B- Importer C- Distributor

Alpina Manufacturing

3418 N. Knox Avenue (60641). P: 800-915-2828. F: 800-217-9431. E: [A • International • 6.7]

L­ ISTINGS/ADVERTISEMENTS To appear for one year, payable in advance. 1" or 2" Ads require digital art. For information and rates for advertising in the Regional Directory please contact Victoria Wells, Directory Coordinator p: 800.925.1110, ext. 393, f: 513.744.6993, e:


San Diego



3008 E. Pine Dr. (86004). P: 928-526-9194. F: 928-526-8004. Contact: Nancy Panlener [C • 12]

660 10th Ave. (92101). P: 619-232-0060. F: 619-234-1413. Contact: Christie Lee. E: www. [B.C •]


Holiday Foliage Inc.



2624 Yates Ave. Commerce, CA (90040). P: 323-721-1900. F: 323-728-7893. E: vicentv@ Contact: Vicent V. [A •]

City of Industry PATINA-V

15650 Salt Lake Ave. (91745). P: 626-9612471. F: 626-333-6547. Contact: Robert Lade. [A • 7.10.12]

2592 Otay Center Dr. (92154). P: 619-6619094. F: 619-661-8382. E: info@holidayfoliage. com. [A.B • 6.7.9 • International]


1904 14th St. (90404). P: 310-453-3806. 800461-8154. F: 800-426-4877. E: info@hangups. com. Contact: Lionel Freeman. [A • 15]

Los Angeles

Nevada Las Vegas las vegas manequins

3230 Polaris Avenue, Suite 21, Las Vegas, NV (89102), 702-987-5830, Fax: 702838-4463, Email:, Website: Contact: Alison Wainwright. National. (C•12)

New York Kingston ZEE WIG STUDIO, INC.

333 Wall St. (12401). 8P: 45-331-0995. F: 845-338-9352. Contact: Zee Caplan, Gita Zanger. [A.B • 12]



1030 E. Valencia Dr., Fullerton, CA (92831). P: 714-578-9100. F:714-578-9111. E: sales@ Contact: Eric Wang, Ken Lin. [B • 8.12.15]


9115 Stadium Rd. P: 780-420-0345. 800-535-2279. F: 780-426-7072. E: www. Contact: John Koyko. [C • 8.12.15] WESTMOUNT STORE FIXTURES

Illinois Chicago THE SIGN CENTRE­

5221 N. Long (60630). P: 773-286-4599. F: 773-286-8799. E: Contact: Bob Dismang, Guy Dismang. [A • 14] R.A.P. Retail Associated Products

4630 Cecelia St., Cudahy, CA (90201). P: 888560-3493. F: 888-560-3496. E: info@rapstfx. com. Contact: Robert Palmer [A • 7.8]

68 MARCH 2011 |

8520-106A Ave., Edmonton (T5H 0S4). P: 780-424-8950. 800-561-1951. F: 780-425-8578. E: Contact: Norman Vesala. [C •]

British Columbia Vancouver­ EDDIE’S HANG-UP DISPLAY LTD.­

60 W. 3rd Ave. (V5Y 1E4) P: 604-708-3100. F: 604-688-8230. 877-433-3437. www. Contact: Morry Gaerber, Allen Gaerber. [A.B.C •]

regional directory


281 Hanlan Rd. (Woodbridge) (L4L 3R7). P: 905-851-7711. 800-363-4651. F: 416-7452692. E: Contact: Mark Timoll. [A • 2.8.13]



9 Fl., No. 185, Chung Shan N Rd., Sec. 2, Taipei, Taiwan, R.O.C. P: 886-2-2596-2185. F: 8862-2595-7406. 886-2-2593-5851. Factory: Huicheng Folk-run Industrial District, Nan Huan Rd, Xinhui Jiangmen City, Guangdong, China. E: www. Contact: Mr. C.C. Kuo. [A • 12]

4F, 348, Sec. 7, Cheng Te Rd., Taipei, Taiwan. P: 886-2-2826 3500, F: 886-2-2822 0039. E: Contact: Evan Lee. [A • 8.12]


International Republic of China Bon Display Fixture Co., LTD

122 Cheng-Kung 3rd Road, Nan Tou City, Taiwan R.O.C. P: 886-49-2252000, F:88649-2251227. E: tw; www. Contact: Ms. Lisa Lai or Ms. Connie Hwang. [A • International • 8.12]

OPPORTUNITY EXCHANGE “Opportunity Exchange” is a means for retailers, manu­facturers and designers to exchange information on job openings, positions wanted and search services. For more information contact Victoria Wells at 513-263-9393 or Email:

Business Development Executive Needed B&N Industries is an innovative designer, manufacturer and provider of products and services for the retail, architectural and consumer industries. Location: Burlingame, CA

Responsibilities & Requirements o Prospect California business opportunities within existing companies and new markets o Establish, build and manage client relationships at multiple levels with key decision makers o Deliver sales presentations to design, architectural, retail and hospitality companies o Manage the sales process from discovery to account development, negotiations and closing o Organize and clearly communicate pertinent information relating to the customer, order, or project to the internal support team o 5 years + proven sales experience in retail display / store fixture industry o Demonstrated ability to build strong and lasting relationships with clients o Assimilate industry product information and account knowledge into a sales strategy o Ability to influence and persuade to achieve desired outcomes

Visit for more career opportunities.

Please send your resume to |

MARCH 2011 69


Last year’s winner


COMPETITION The editors of VMSD invite all design firms, construction companies, retailers and suppliers to

Renovation - Specialty Store, Sales Area under 10,000 square feet U N D E RG RO U N D, C A LG A R Y, A L B . Ruscio Studio Inc., Montreal Photography: Leeza Studio, Longueuil, Que.

Full coverage of the 2010 competition is in the September 2010 issue of VMSD, pages 20-26, or online at

submit store renovation projects for consideration in this one-of-a-kind competition.

DEADLINE: April 18, 2011

For more information and entry forms, visit (Look under “Competitions” on the Hot Topics page.) Questions: Contact editor Anne DiNardo at or by calling 513-263-9337.


About Display


Admart Custom Signage


Alpolic/Mitsubishi Chemical FP America Inc.




Arakawa Hanging Systems


Architectural Systems


B+N Industries


Bernstein Display


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Centiva by Intl. Floors of America Chemetal/Treefrog Veneers CNL Mfg. See us at GlobalShop 2011 Booth # 3764.

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VMSD Retaile Forever 21 r of the Year: My.Suit gets stylish in New York Top interna tional retail markets

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Checking Out Interview by Anne DiNardo

Harry Cunningham

Saks’ senior vp fell into a career in store planning and visual, but his feet are on solid ground now, overseeing the brand’s full-line and outlet locations.

What drew you to a career in visual merchandising? I had done some seasonal help at a local department store when I was in high school. While working at Dillard’s in college, both visual people quit on the same day. I offered to help out (to get the extra hours) while they were finding someone – they ended up finding me! The rest is history. How has the role of visual merchandising changed in the last five years? People in unconventional businesses now see the value in visual. Places like Whole Foods and Starbucks have paved the way. I’m not sure my local grocery even knew what visual merchandising was when I was growing up in a small town in Florida. What’s a strong trend in visual that you’re seeing right now? There’s a return to realistic mannequins, even if it’s realistic wigs on abstracts. People are ready for something new – and as it’s been said, “everything old is new again.” If budget were no object, what one prop would you love to use in a window display? Water, preferably moving water. Saks will begin displaying real flowers in its stores this spring. What drove that decision and what will it bring to the store environment? It’s a clear point of differentiation and a return to the heritage of Saks Fifth Avenue. As we move forward, we’re focusing our efforts on what we call “modern heritage,” bringing back some of the old, updating it and blending it with the new.

• Anthropologie in Rockefeller Center … every time I walk by their windows. • Walking around with my camera phone. I recently photographed a neatly stacked pile of “stuff ” a homeless person left on the subway platform. On top was a bundle of fresh flowers – even there, it made a difference. • Seeing something my team has developed come to life in a store. It’s still pretty amazing to see it on paper and then see the real thing.

How do you give Saks’ flagship and outlet locations their own identities while still maintaining an overall branded Saks experience? The full-line stores are much more luxe with custom carpets, an art collection and a variety of materials and finishes. At OFF 5Th, we skew the design a little more contemporary through our “luxury in a loft” environment – clean, open spaces, neutral color palettes and extremely flexible fixture designs. You do a lot of work mentoring young talent in the industry. Why is this important to you? I was fortunate to have several mentors along the way in my career that helped me learn through doing. By staying involved, I hope I can give a little of that back. These young, talented people need to know the rich and full heritage that is the visual merchandising/store design business. What advice did a mentor give to you that still helps you today? Toni Browning, the former president of the Proffitt’s/McRae’s division of Saks, read a quote to me that I still think of often: “What would you attempt to do if you knew you could not fail?” It’s been a guiding principle to me for many years. x

72 March 2011 |

Courtesy of Saks Fifth Avenue, New York

I Spy Inspiration


10:57 AM

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Flooring created foreverystepyoutake... for global style.

GlobalShop 2011 • Booth 4208 1• 888 • CENTIVA

Event Contour Victory

ISO 12647-7 Digital Control Strip 2009


Flooring Shown: Victory Series – Coral Reef in Pearl


Visual Merchandising & Store Design - March 2011  

In this issue: Turkish Delight - Godiva treats Istanbul to chocolate-covered luxury; RDI Design Awards - All the winners; Aeropostale lands...

Visual Merchandising & Store Design - March 2011  

In this issue: Turkish Delight - Godiva treats Istanbul to chocolate-covered luxury; RDI Design Awards - All the winners; Aeropostale lands...