g\fgc\ [\j`^e Ylj`e\jj ef% 0
! 'ENSLER 0UBLICATION
K?< J?FGG@E> @JJL< I<K8@C 8J <OG<I@<E:< IFCC@E> FLK G@EB N?P I<K8@C D8KK<IJ
;@8CF>L< @JJL< 0
K?< J?FGG@E> @JJL<
@EKIF;L:K@FE
&EATURES
8 I<8JFE KF C<8M< K?< ?FLJ< 2ETAIL USED TO BE JUST A STORE WITH A CASH WRAP AT THE FRONT .OW IT S A TOTAL EXPERIENCE
2ETAIL S )NFLUENCE 4HE NEED OR DESIRE TO SHOP IS STILL THE HEART OF THE RETAIL EXPERIENCE 3HOPPING IS ONE OF THE ACTIVATORS OF SOCIAL LIFE SOMETHING PEOPLE DO TOGETHER AND A WAY THEY ENCOUNTER NEIGHBORS AND FRIENDS
/UR GLOBAL RETAIL PRACTICE TELLS !NDREW "LUM WHAT S CHANGING AND WHY
N?P I<K8@C D8KK<IJ 2ETAIL S INFLUENCE CAN BE FELT FROM THE WORKPLACE TO AIRPORTS AND EVEN COMMUNITY COLLEGES (OW COME 'ERRY +HERMOUCH HAS THE ANSWERÂ&#x2C6;WE RE ALL CUSTOMERS NOW
IFCC@E> FLK G@EB )S YOUR DAUGHTER THINKING 0INK 3INCE *ANUARY WE VE ROLLED OUT 0INK IN 6ICTORIA S 3ECRET
2ETAIL SETTINGS ARE SO INFLUENTIAL TODAY BECAUSE THEY RE DESIGNED TO BE EXPERIENCED %NTICING AND MEMORABLE THEY FIRST PULL US IN THEN THEY INDUCE US TO COME BACK AGAIN
STORES ACROSS THE 53! $AVID 3OKOL HAS THE STORY
'ENSLER´S 3HERMAN /AKS 'ALLERIA RECAST A FAILED REGIONAL MALL INTO MIXED USE URBAN CENTER WHOSE RETAIL COMPONENT SERVE TENANTS AND THE COMMUNITY
$EPARTMENTS
IFLE;K89C<1 K8CB@E> J?FG 4HREE BEST SELLING CULTURAL CRITICS COMPARE NOTES ON OUR COLLECTIVE hSTORE ADDICTION v
:8J< JKL;P1 :FD=FIK QFE< *OCKEY S NEW STORE IS A LABORATORY FOR THEIR BRAND
7HAT NON RETAILERS ARE LEARNING IS THAT THEIR hCUSTOMERSv ARE SHOPPING TOOÂ&#x2C6;FOR A BETTER JOB FOR AN AIRPORT THAT S EASIER TO USE FOR A COLLEGE THAT CATERS TO THEIR NEEDS 4HEY LL GO WITH THE BEST EXPERIENCE AND RETAIL DESIGN IS THE BENCH MARK FOR HOW TO PROVIDE IT
@EJ@>?K1 9I8E;J FLK F= J:?FFC %ATBIGFISH S !DAM -ORGAN AND -ARK "ARDEN ON THE RISE OF CHALLENGER BRANDS
;<K8@CJ1 K?< J?8G< F= K?@E>J KF :FD< ! DIGITAL REVOLUTION IS RESHAPING ARCHITECTURE 3AN *OSE S NEW AIRPORT TERMINAL SHOWS HOW
'ENSLER IS A LEADING PLANNER AND DESIGNER OF RETAIL SETTINGS AT ALL SCALESnFOR BRAND LEADERS AND CHALLENG ERS ALIKE 4HIS ISSUE S RETAIL THEME WAS DEVELOPED WITH THE COLLABORATION OF 'ENSLER S RETAIL PRACTICE LEAD
E<NJ M@<NJ .EWS THAT GOT OUR ATTENTIONÂ&#x2C6;FROM THE 1UEEN S ROYAL NOD TO /MAHA S BRAND NEW hCUBE v
ERS #HARLIE +RIDLER AND -ICHAEL "ODZINER AND RETAIL SPECIALISTS 2USSELL "ANKS ,ANCE "OGE -ARTY "ORKO -AUREEN "OYER *OHN "RICKER "ARRY "OURBON *ORDAN 'OLDSTEIN ,UIGI &RANCESCHINA *EFF (ALL *EFF (ENRY 7ALTER (UNT 4ED *ACOBS +ATHLEEN *ORDAN %LINOR +UMPF %ILEEN -EMMESHEIMER 2ALPH -OCERINO )RWIN
;<J@>E<IÃ&#x2039;J EFK<9FFB 2ALPH -OCERINO TALKS CARSÂ&#x2C6;AND DESIGN
-ILLER +ATE -UIR 4OMI .ATOLI 2AY 3HICK -AX 3TEELE *ON 4OLLIT #AROLINA 4OMBOLESI AND -ICHAEL 4ULLY
! 2%!3/. 4/
,%!6% 4(% (/53%
)T S A SHOPPER S WORLD )N THE 53! ALONE TWO THIRDS OF ALL ECONOMIC ACTIVITY COMES FROM CONSUMER SPENDING "UT SHOPPERS RULE IN ANOTHER SENSEÂ&#x2C6;THEY VOTE WITH THEIR FEET .ECESSITY CAN GET THEM OUT THE DOOR BUT THE TUG OF NEW EXPERIENCES IS WHAT PULLS THEM IN "Y !NDREW "LUM
2ETAIL USED TO BE DEFINED BY A STORE WITH A CASH WRAP AT THE FRONT "UT EVER SINCE A SHOPPING CART BECAME AN IMAGE WE CLICKED ON A SCREEN THE SCOPE OF RETAIL HAS EXPANDED .OW WE THINK OF IT AS A TOTAL CONSUMER EXPERIENCEÂ&#x2C6;THE SUM OF EVERY POSSIBLE CUSTOMER INTERACTION WITH THE BRAND 4O GET A SENSE OF WHAT THIS MEANS FOR RETAIL S VAST RANGE OF SETTINGS ) SPOKE WITH RETAIL DESIGNERS ACROSS 'ENSLERÂ&#x2C6;LITERALLY FROM BOTH SIDES OF THE 0ACIFIC 2IM TO %UROPE AND ,ATIN !MERICA (ERE S WHAT THEY TOLD ME )N A SOCIETY WITH LESS TIME AND MORE MONEY CONVENIENCE AND ENTERTAINMENT ARE RETAIL S POLES OF ATTRACTION "IG BOX STORES OFFER VALUE AND PRACTICALITY BUT THE CONTINUED REVITALIZATION OF TRADITIONAL DOWNTOWNS AND THE BURGEONING OF LIFESTYLE CENTERS BOTH SPEAK TO CONSUMERS DEMAND FOR AUTHENTICITY AND SENSE OF PLACE 7HAT WE RE REALLY SHOPPING FOR ARE EXPERIENCES AND DESIGN CREATES THE STAGE ON WHICH THEY HAPPEN $ONE WELL A SHOPPING ENVIRONMENT BECOMES AN EVENT )T TRIGGERS ASPIRATIONÂ&#x2C6;A DANCE OF hWHAT IFSv THAT PUTS THE PRODUCTS AND SERVICES ON OFFER AT THE CENTER OF A LIFESTYLE PROJECTED BY THE BRAND AND THEN BROUGHT TO LIFE IN THREE DIMENSIONS BY ITS RETAIL SETTINGS 4HANKS TO THE EXPERIENCE WE NOT ONLY BUY BUT WE END UP MAKING THE STORE ITSELF A FAVORITE DESTINATION )T S NO SURPRISE THEN THAT THOSE WHO SET RETAIL IN MOTIONÂ&#x2C6;WHETHER THEY RE MALL OWNERS AND DEVELOPERS MAJOR RETAILERS OR INDIVIDUAL ENTREPRENEURSÂ&#x2C6;ARE UNMATCHED IN THEIR APPRECIATION OF DESIGN AND RELENTLESS IN THE ATTENTION THEY GIVE TO GETTING THEIR RETAIL SETTINGS RIGHT 2ETAIL S TRENDSÂ&#x2C6;THE EMPHASIS ON BRINGING THE BRAND TO LIFE THE DRIVE FOR REGIONAL DIFFERENTIATION AND THE IMPORTANCE OF LIFESTYLEÂ&#x2C6;HAVE AS THEIR CONSISTENT THREAD THE DESIRE TO FOSTER VIVID EXPERIENCES AND CREATE A HEIGHTENED SENSE OF OCCASION !S COMPETITION FOR OUR TIME AND ATTENTION MOUNTS AND AS THE CONTINUED GROWTH OF BIG BOX STORES THREATENS TO TURN SHOPPING INTO A hCOMMODITY SELL v OTHER RETAILERS HAVE TO REINVENT THEMSELVES AS PURVEYORS OF DIFFERENCE
8 9I8E; @J 8E <M<I$:?8E>@E> K?@E>
THAT EXPERIENCE NOT JUST THAT REPAINTED WALL BUT
#ONVENTIONAL WISDOM HAD IT THAT PROJECTING A STRONG
FOR EXAMPLE THE STORE S SERVICE CULTURE THE QUAL
BRAND WAS ALL ABOUT CONSISTENCY BUT RETAILERS NOW
ITY OF ITS ADVERTISING AND THE DRAWING POWER OF ITS
RECOGNIZE THAT CONSUMERS ARE CAPRICIOUS #HANGING
LARGER SETTING
WITH THE ZEITGEIST IS AS ESSENTIAL TODAY TO RETAIL S HEALTH AND DYNAMISM AS THE FASHION SEASONS ARE TO HAUTE COUTURE !T THE EXTREME THIS HAS LED TO THE TREND OF hGUERILLAv RETAIL *APANANESE CLOTHIER COMME DES GARÎON RECENTLY DREW MEDIA ATTENTION BY TAKING OVER A "ERLIN BOOKSTORE SELLING CLOTHES BUT CHANGING NOTHING ELSE NOT EVEN THE BOOKSTORE S SIGNAGE AND SWEARING TO CLOSE DOWN IN A YEAR
$ESIGN CAN HELP SUPPORT THIS METAMORPHOSIS
2%4!), )3 !,7!93 -/2%
!"/54 4(% 2%,!4)/.3()0 4(!. 4(% 42!.3!#4)/.
7HEN AN ADVENTURE CLOTHING AND EQUIPMENT STORE REFOCUSED ON THE QUALITY OF ITS PRODUCTS IT USED THEIR TECHNICAL SPECIFICATIONS AS ITS STORE GRAPHICS 3EEING THOSE PRODUCT SPECS ON THE WALLS REMINDS THE SALES STAFF THAT THEY RE THERE AS GUIDES TO HELP CUSTOMERS DECIDE WHAT TO TAKE ON THEIR NEXT HIKING CLIMBING BOATING OR CAMPING TRIP
4ARGET TOOK A SIMILAR APPROACH IN THE (AMPTONS OPENING 4HE "ULLSEYE )NN A HOUSEWARES EMPORIUM
!S RETAIL BANKS SHIFT FROM TRANSACTIONS TO RELATION
FOR FIVE WEEKS THIS SUMMER 2IDING THE WAVE OF HIP
SHIPS THEY RE LOSING THEIR GLASS BARRIERS AND FULL
THESE STORES ARE ALL ABOUT GENERATING BUZZ !ND THAT
HEIGHT COUNTERS )N THEIR PLACE ARE SETTINGS THAT SUG
CAN BE VERY GOOD FOR THE BRAND
GEST A WARM WELCOME !N )NTERNET BANK MAY CHOOSE TO MAKE THIS A CAFÏ WHILE OTHER BANKS MAY OPT FOR
-OST RETAILERS CAN GAIN AN IMPACT FROM EVEN MODEST CHANGES SOMETHING AS SIMPLE AS REPAINTING A WALL SO THE STORE hFEELS DIFFERENT v 7HETHER THEY REFLECT SEASONS SPORTING EVENTS OR LOCAL HAPPENINGS THE
CASUAL SEATING AND A HOMELIKE ATMOSPHERE ! RETAIL BANK IN 4OKYO TAILORS EACH BRANCH TO THE DOMINANT DEMOGRAPHIC AT ITS LOCATION )F IT S CAREER WOMEN THEY DESIGN IT AROUND THEM
IMPORTANT THING IS THAT THEY RE INTEGRATED INTO THE STORE RATHER THAN TACKED ON AS AFTERTHOUGHTS /NE
!LL THESE DIFFERENT ATTRIBUTES TANGIBLE AND INTAN
OF THE TASKS OF RETAIL DESIGN IS TO ALLOW FOR THESE
GIBLE HELP CREATE A DISTINCT AND MEMORABLE EXPE
CHANGES WHILE MAINTAINING A HOLISTIC VIEW OF THE
RIENCE THAT SPEAKS TO AND EVEN HELPS DEFINE THE
CUSTOMER EXPERIENCE INSIDE AND OUTSIDE OF THE
CUSTOMER S LIFESTYLE )NCREASINGLY THE CHALLENGE
STORE &OR THIS TO WORK EVERYTHING HAS TO SUPPORT
FOR RETAILERS IS HOW TO DO THIS ON A NATIONAL IF NOT GLOBAL BASIS
#534/-%23
%80%2)%.#% 2%4!), ./7
). %6%29 -%$)5-
<OG<I@<E:< 8J 8E 8ID8KLI< =FI M8I@8K@FE
%XPANSION IS A DOUBLE EDGED SWORD FOR RETAILERS )T STRENGTHENS THEIR REACH AND BROADENS THEIR MARKETS BUT IT ALSO CHANGES THE NATURE OF THE EXPERIENCE THEIR STORES COMMUNICATE 4HEIR CUSTOMERS MAY BE EVERYWHERE BUT THE RETAIL BUSINESS IS ULTIMATELY LOCAL PARTICULAR TO A GIVEN PLACE AND CULTURE !ND CUSTOMERS TODAY WANT THAT SENSE OF PLACE AND BELONGING 4HAT EXPECTATION IS LEADING MULTI LOCATION RETAILERS TO FOCUS ON THE EXPERIENTIAL AS A WAY TO CONNECT THEIR STORES BRANDWISE WHILE ALLOWING EACH OF THEM TO BE CONSCIOUSLY ITS OWN THING !LLOWING CERTAIN ELEMENTS OF THE DESIGN TO BE SITE SPECIFIC CAN HELP TIE A RETAIL SETTING TO ITS COMMUNITY BY EVOKING OR EXPRESSING ITS UNIQUE QUALITIES 4HE ADAPTIVE REUSE OF HISTORIC BUILDINGS IS ANOTHER STRATEGY 3UCH IMPERFECTIONS AS A GENTEELLY AGED WALL OR THE
E"AY´S $ROP 3HOP ABOVE SHOWS HOW RETAIL DESIGN EMBRACES DIFFERENT MEDIA TO CREATE THE CUSTOMER´S EXPERIENCE !T A TIME WHEN PEOPLE OFTEN BANK FROM HOME 7ACHOVIA RIGHT RECASTS RETAIL BANKING IN THAT
REMNANTS OF PREVIOUS TENANTS CAN BRING A SENSE OF HUMAN USE AND PERSONALITY TO A RETAIL SPACE
IMAGE WITHOUT LOSING THE SECURITY OF A REAL BANK
2%4!), )3
$2)6%. "9 $%-/'2!0()#3
!.$ $%-/'2!0()#3 +%%0 #(!.').'
4HEIR DEVELOPERS OFTEN PARTNER WITH THE REAL COM MUNITY PAIRING RETAIL WITH HOUSING LIBRARIES LEARN ING AND OTHER CIVIC AND COMMERCIAL USES TO CREATE RICHER AND DENSER SETTINGS 4HEY RE NOT AFRAID TO LET THE SUN AND RAIN AND SNOW IN EITHER 4HERE S AN AUTHENTICITYÂ&#x2C6;AND SERENDIPITYÂ&#x2C6;THAT FEELS REAL 7HILE MALLS AND A SURPRISING NUMBER OF OLDER URBAN NEIGHBORHOOD RETAIL CENTERS CONTROL THE LOOK AND FEEL OF THEIR STORES LIFESTYLE CENTERS ARE MORE WILLING TO ENCOURAGE VISUAL COMPETITIONÂ&#x2C6;ON THE THEORY THAT BOLDER IS BETTER 4HEY RE NOT AFRAID OF A
2EPLICATION IN THE OLD SENSE IS OUT 4HE IMPORTANT
LITTLE EXUBERANCE BELIEVING THAT HAVING FUN WHILE
THING IS TO MAKE EXPERIENCE ITSELF THE ARMATURE
SHOPPING IS AN INDUCEMENT TO COME BACK AND SHOP
FOR VARIATION 4HAT WAY THE STORES CAN BE MALLEABLE AND RESPONSIVE TO EACH COMMUNITY WHILE THE EXPERIENCE OF SHOPPING IN THEMÂ&#x2C6;THE CUSTOMER S SENSE OF THE BRANDÂ&#x2C6;REMAINS RECOGNIZABLY THE SAME
AGAIN !ND THEY ALLOW STORES OF THE SAME TYPE TO CLUSTER A STRATEGY THAT UNDERPINS URBAN RETAIL AND GIVES THE STORES A COMPELLING REASON TO DIFFERENTIATE THEMSELVES AND THEIR OFFERINGS
4HE TRADITIONAL KIT OF PARTS IS GIVING WAY TO A hKIT
4HE EXPERIENCE OF SHOPPING IS AS IMPORTANT AS THE
OF EXPERIENCESv THAT MAKES ROOM FOR hLOCAL COLOR v
THINGS WE BUY 4HIS ISN T REALLY NEW )T S WHY THOSE
7HATEVER THE NATURE OF THE SPACE WHETHER THERE
PALATIAL OLD DEPARTMENT STORES WERE CALLED EMPORI
ARE FIVE DRESSING ROOMS OR TWENTY THE EXPERIENCES
UMS 4ODAY WHAT ATTRACTS US IS INFINITELY MORE VAR
A STORE CREATES ARE WHAT ENABLE IT TO SATISFY THE FULL
IED /UR TASTES RANGE WIDEÂ&#x2C6;THE SAME PEOPLE WHO
RANGE OF CUSTOMER DEMANDS %VEN THE LARGER FLAGSHIP STORES ARE CHANGING )NSTEAD OF FIXED MUSEUM LIKE INTERIOR SETTINGS THEY ARE OPTING FOR DISTINCTIVE EVEN FLAMBOYANT EXTERIORS IN COMBINATION WITH SALES SPACES THAT CAN BE REGU LARLY AND EASILY hMADE OVER v 4HE URBANITY OF THESE BUILDINGS CAN HELP REDEFINE A BRAND S hATTITUDE v EVEN AS IT INVIGORATES THE AREA AROUND IT
SHOP AT 'UCCI ALSO SHOP AT (OME $EPOT AND 4ARGET 2ETAILERS ACTIVELY SEEK THIS DIVERSITY NOW BECAUSE IT EXPANDS THEIR CUSTOMER BASE 3HOPPERS SEEK IT TOO AS PART OF THE AUTHENTICITY AND SOPHISTICATION THEY CRAVE 4HE TRADITIONAL CITY IS A POTENTIAL MODEL FOR HOW TO ACHIEVE IT !T ITS BEST AN URBAN NEIGH BORHOOD RETAIL CENTER IS ONE OF THE ROOT SOURCES OF URBANITY 7ITH SO MUCH EMPHASIS TODAY ON COMMU NITY RETAILERS HAVE TO TEMPER THEIR DESIRE TO EXTEND AND REINFORCE THEIR BRAND WITH THE NEED TO ADDRESS
D8B@E> @K I<8CÃ&#x2021;I<K8@C ;<J@>EÃ&#x2039;J E<N
EACH COMMUNITY S HEIGHTENED SENSE OF SELF 2EAL
LI98E@KP
PLACES ARE THE RESULT OF A NATURAL EVOLUTION AND SUC
0ICKING UP WHERE THE FESTIVAL MARKETPLACE LEFT OFF
CESSFUL RETAIL DESIGN EMULATES THIS PROCESS NOW BY
LIFESTYLE CENTERS DRAW PEOPLE IN BY FOCUSING ON
ALLOWING FOR THE POSSIBILITY OF CONSTANT CHANGE BY
FOOD ENTERTAINMENT AND COMMUNITY 4HEY RE ESPE
APPRECIATING NUANCE AND VARIATION AND BY LETTING
CIALLY POPULAR WITH TO YEAR OLDS AN AGE GROUP
EXPERIENCE ITSELF COME FORWARD TO CONVEY THE BRAND
NOTEWORTHY FOR ITS DISPOSABLE INCOME 7HEN THESE KIDS SHOP THEY EXPECT TO BE ENTERTAINEDÂ&#x2C6;OTHERWISE THEY D DO IT ON THE WEB 4HEY ALSO WANT TO RUN INTO THEIR FRIENDS 7HAT THEY DON T WANT IS FOR ANY PART OF THE EXPERIENCE TO FEEL SCRIPTED
3AN &RANCISCO BASED !NDREW "LUM WRITES ON ARCHITECTURE AND DESIGN FOR THE .EW 9ORK 4IMES -ETROPOLIS AND !RCHITECTURAL 2ECORD
,IFESTYLE CENTERS OFTEN RESEMBLE URBAN NEIGHBOR HOOD SHOPPING STREETS WITH ATTRIBUTES OF URBANITY LIKE ACCESSIBILITY GATHERING AND PEOPLE WATCHING
4(% 52"!.)49 /& 4(% ,!2'%2 3%44).'
-ANHATTAN´S 4OYS ±2² 5S &LAGSHIP STORE AND !MERICAN 'IRL 0LACE EXEMPLIFY THE RANGE OF EXPERIENCE RETAIL CAN PROVIDE INVOLVEMENT NOT SPECTACLE
.AGOYA´S (OSHIGAOKA 4ERRACE TOP AND ,!´S 3HERMAN /AKS 'ALLERIA GIVE RETAIL AN URBAN SCALE AND AN URBANE SENSE OF PLACE
(%,03 4/ 0,!#% 2%4!), ). )43 #/--5.)49
7HAT DO SHOPPERS WANT
:UKIN 7HAT ) LIKE IS DIVERSITY SMALL SCALE FINDING
BASED ON ITS SERVICEÂ&#x2C6;THAT PEOPLE PAY ATTENTION TO
THE UNEXPECTED 7HEN ) GO OUT IN ,OWER -ANHATTAN
YOU 4HAT S ABOUT SHOPPING 4HE NATURE OF COMMERCE
(INE 4HEY WANT WHAT EVERYBODY ELSE HAS AND THEN
) LIKE THE SENSE OF TRAVELING THROUGH DIFFERENT WORLDS
IS THAT IT HAS TO FOLLOW THE CIRCUMSTANCES OF WHERE IT
SOMETHING MORE 3HOPPING DISTRICTS ARE ABOUT THE
AS ) GO FROM ONE SHOPPING STREET TO ANOTHER
IS WHO S BUYING AND WHO S SELLING
ACCESS TO THE SAME THINGS AND OF COURSE THEY ALSO
(OW IMPORTANT IS CHOICE !ND HOW IS CHOICE AFFECTED BY
)S SHOPPING ±THE LAST REMAINING FORM OF PUBLIC ACTIVITY ²
WANT TO BE ABLE TO GO TO OTHER PLACES AND HAVE IT BE
TODAY´S RETAIL SETTINGS
AS 2EM +OOLHAAS ASSERTS
(INE ) THINK WHAT WE WANT IS NOT TO HAVE TO MAKE
:UKIN ) WOULDN T PUT IT THAT WAY 3HOPPING IS A
SO MANY CHOICES ALL THE TIME 7E CRAVE CHOICE AND
PUBLIC ACTIVITY THAT S HEMMED IN ALL AROUND BY
NOVELTY EVEN TO FIND THINGS THAT TELL US SOMETHING
THE PROFIT MOTIVE 4O SAY THAT THE 0RADA STORE HE
NEW ABOUT OURSELVES BUT SO MANY THINGS ARE BEING
DESIGNED IS hCOMMUNITYv IS BIZARRE )N CONTRAST TO
SOLD TO US THAT WE NEED TO SCREEN PROBABLY PER
THE SPONTANEOUS INTERACTION OF BUYERS AND SELLERS
CENT OF THEM OUT 4HAT S WHY A CROWDED SHOPPING
AT FARMERS MARKETS DESIGNED RETAIL ENVIRONMENTS
STREET OR A DEPARTMENT STORE IS SO EFFICIENT 7E CAN
ARE SOCIAL SPACESÂ&#x2C6;DEMOCRATIC IN THE CASE OF DIS
FIND WHAT WE WANT AMONG THOSE ITEMS AND
COUNT STORES WHERE ALL THE SHOPPERS ARE ALIKE
AT THE SAME TIME FIND SOMETHING ELSE SOMETHING
"RANDED STORES SUGGEST THE DREAM OF A BETTER LIFE
NEW 4HOSE TWO THINGS COEXIST 7E RE LOOKING FOR
WHILE DESIGNER BOUTIQUES REPRESENT THE DREAM OF
FAMILIARITY AND A TWIST ON IT
AN EVER IMPROVING SELF
BLENDING WHAT IS AND WHAT COULD BEÂ&#x2C6;PAST PRESENT
:UKIN /N THE ONE HAND YOU RE THWARTED BY GOING
"ROOKS ) THINK SHOPPING IS ONE WAY PEOPLE TRY TO
AND FUTURE 'OOD STORES AND GOOD PRODUCTS SET OFF
INTO A DRUGSTORE AND FINDING A THOUSAND BRANDS AND
RECREATE THEIR WORLD 7HERE ) LIVE IN "ETHESDA
THESE LITTLE LIGHTSHOWS IN THE BRAIN THESE IMAGINA
VARIETIES OF HAIR CONDITIONER OR TOOTHPASTE ON THE
-ARYLAND &EDERAL 2EALTY PUT UP A hDOWNTOWNv
TIVE SPARKS THAT GET PEOPLE EXCITED ABOUT THINGS
OTHER YOU RE CONFRONTED BY THE ABSENCE OF ORDINARY
THAT S ACTUALLY A GREAT PLACE )T S NOT QUITE ONE
OBJECTSÂ&#x2C6;EVERYDAY ITEMS LIKE SEWING THREAD ARE
OF THOSE STREETSCAPES STUCK OUT IN THE MIDDLE OF
GETTING HARDER AND HARDER TO FIND 4HE TRUE SOCIAL
NOWHERE IT S MORE DENSELY POPULATED AND THERE
EXPERIENCE IS TO BUY PRODUCTS FROM PEOPLE WHO
ARE NOW HUNDREDS OF RESTAURANTS !T NIGHT IT S MORE
ACTUALLY KNOW WHAT THEY RE SELLING AND CAN SPEAK
PLEASANT AND INTERESTING TO WALK AROUND THERE THAN
KNOWLEDGEABLY ABOUT IT
TO WALK AROUND DOWNTOWN 7ASHINGTON $#
DESIRES OF THE PEOPLE WHO SHOP THERE 4HEY ALL WANT
DIFFERENT 4HEY WANT 7AL -ART BUT THEY DON T WANT ONE TO OPEN IN 0ARIS "ROOKS 7HEN YOU SHOP YOU RE ENGAGING IN WHAT
SOMEBODY ONCE CALLED hANTICIPATORY HEDONISM v WHICH IS IMAGINING THE FUTURE AND TAKING PLEASURE FROM YOUR FANTASIES ABOUT IT 3OMETIMES THE PLEA SURE IS GREATER IN ADVANCE THAN AFTER YOU VE ACTUALLY PURCHASED IT /THER TIMES A RETAIL OUTLET WILL SET OFF SPARKS IN THE IMAGINATION 7HEN PEOPLE TASTE OR TOUCH A CUP OF COFFEE THERE S A PART OF THE BRAIN THAT DETECTS THE TEMPERATURE THE WEIGHT THE SMELL THE LOOK 4HE BLENDING PROCESS IS IMAGINATIONÂ&#x2C6;IT S
:UKIN 4HERE ARE PLACES WHERE SHOPPERS GO TO COM
MUNE WITH THE BRANDÂ&#x2C6;THEY ARE REALLY ENRAPTURED BY A QUALITY OF NEWNESS EXCITEMENT NOT NECESSAR ILY LUXURY 4HESE STORES REPRESENT MODERNITY AND PEOPLE THRILL TO THAT 0EOPLE ARE LOOKING FOR BEAUTY AND YOU CAN FIND THAT IN A REALLY GORGEOUS COMPUTER OR A REALLY GORGEOUS PAIR OF ATHLETIC SHOES 7HAT MAKES A RETAIL EXPERIENCE REAL OR AUTHENTIC )S THAT REALLY POSSIBLE "ROOKS 7HEN IT COMES TO RETAIL ) DON T KNOW WHAT
A REAL EXPERIENCE IS !N 2%) ISN T JUST A SPORTING GOODS STOREÂ&#x2C6;IT S AN ADVENTURE LAND 4HE FIRST THINGS YOU SEE ARE ICE AXES 2ESTORATION (ARDWARE IS BASED ON THE WORLD OF THE FOUNDER S CHILDHOODÂ&#x2C6;A SPARE
IFLE;K89C<1 K8CB@E> J?FG 4HE CONSUMER CULTURE HAS LONG FASCINATED SOCIAL COMMENTATORS 3TARTING WITH 6EBLEN S
TRAYS THAT DON T ACTUALLY SELL THAT MUCH BUT EVOKE A
PING /NE IS STOCKING UP ON SUPPLIES AND THE OTHER IS FANTASY SHOPPING 6ERY RICH PEOPLE AND THE MID DLE CLASS DO BOTH )T S CALLED hROCKETING v 4HE PER VERSE THING IS THAT THE HIGHER UP THE INCOME LADDER YOU GO THE MORE THEY RE SELLING A SENSIBILITY 4HERE S MUCH MORE EMPHASIS ON AROUSING THE IMAGINATION THAN ENCOURAGING COST BENEFIT ANALYSIS 4HAT S FOR
:UKIN ) THINK OF SHOPPERS AS HEROIC PURSUING THE
TANT ) M NOT SURE HOW MANY PEOPLE ARE BUYING ICE
7E VE REALLY LEARNED TO EXPRESS OURSELVES BY SHOP
AXES AT 2%) EITHER
PING WISELY AND SHOPPING FOR THE BEST "UYING SOME
(INE )N 0HILADELPHIA WHERE ) LIVE WE HAVE PATCHES
OF NEIGHBORHOOD SHOPPING STREETS DOWNTOWN 4HE WHICH GIVES A PERSONAL QUALITY TO SHOPPING 4HERE S
(INE 7E THINK OF CITIES AS PLACES WHERE ALIEN PEOPLE
AND THINGS COME TOGETHER BUT IF YOU GO TO OLD +YOTO WHICH HAS A TREMENDOUS AMOUNT OF RETAIL IT S HID DEN BEHIND CURTAINS &EZ WHICH HAS A LOT OF COM MERCE AND MARKETS IS A LABYRINTH /UR MALLS AND SHOPPING DISTRICTS AREN T REALLY PUBLIC SPACESÂ&#x2C6;THEY POLICE THEMSELVES MORE FOR ONE THINGÂ&#x2C6;BUT FOR THE MOST PART THEY ARE OPEN TO STRANGERS )N CITIES THAT ARE STILL RELIGIOUS OR TRIBAL CENTERS THAT OPENNESS CAN BE THREATENING 4HERE S A DIFFERENT TRADITION AND THE WAY PEOPLE SHOP THERE REFLECTS THAT
7AL -ART NOT FOR 0RADA
ETERNAL VALUE OF GOOD QUALITY AT A REASONABLE PRICE
TIME 4HREE PUNDITS WHO HAVE WRITTEN ABOUT OUR STORE ADDICTION ARE .EW 9ORK 4IMES OP
$IALOGUE SPOKE WITH THEM ABOUT SHOPPING AND ITS PLACE S IN OUR LIVES
"ROOKS ) THINK THERE ARE TWO DIFFERENT KINDS OF SHOP
FURNITURE BUT THE EVOCATION OF THE MOOD IS IMPOR
STORES ARE LIKELY TO BE OWNER OCCUPIED AND QUIRKY
(INE ) 7ANT 4HAT AND "ROOKLYN #OLLEGE SOCIOLOGIST 3HARON :UKIN 0OINT OF 0URCHASE
MENT°ALL OF THE ABOVE
LOT OF SENSATIONS 4HEY MAKE THEIR MONEY FROM THE
4HEORY OF THE ,EISURE #LASS IT S BEEN BOTH SATIRIZED AND TAKEN SERIOUSLYÂ&#x2C6;OFTEN AT THE SAME
ED WRITER $AVID "ROOKS /N 0ARADISE $RIVE 0HILADELPHIA BASED CULTURE CRITIC 4HOMAS
HOMEY WORLD FILLED WITH PRODUCTS LIKE LUNCHROOM
7HY DO PEOPLE SHOP &OR VALUE EXPERIENCE ENTERTAIN
THING THAT YOU DON T NEED IS A WONDERFUL LUXURY THAT
9FFBJ D<EK@FE<; $AVID "ROOKS /N 0ARADISE $RIVE 3IMON 3CHUSTER ¯ 4HOMAS (INE ) 7ANT 4HAT (ARPER #OLLINS ¯ 3HARON :UKIN 0OINT OF 0URCHASE 2OUTLEDGE ¯
PEOPLE ASPIRE TO )T CAN BE A ,EXUS OR A SPECIAL PAIR OF PAJAMASÂ&#x2C6;SOMETHING EXTRA SOMETHING THAT S AN UNEXPECTED PLEASURE
A VEGETABLE STORE AROUND THE CORNER AND IF ) GO IN
(INE 0EOPLE WANT TO BE ABLE TO GO TO STORES AND SEE
THERE AND DON T BUY SOMETHING THE PROPRIETRESS
THINGS THEY HAVEN T SEEN BEFORE 4HAT S ABOUT THE
HOUNDS ME UNTIL ) DO 3O IT S DEFINITELY REAL BUT THAT
MERCHANDISE NOT ABOUT EXTRANEOUS THINGS PLACED
CUTS BOTH WAYS
IN THE ENVIRONMENT .ORDSTROM S SUCCESS IS ENTIRELY
N?P I<K8@C D8KK<IJ 2ETAIL INFLUENCES ARE SUDDENLY EVERYWHERE 4O SOME THIS BETRAYS A SUPERFICIAL MATERIALIST CULTURE BUT OTHERS TAKE A DIFFERENT VIEW RETAIL SETTINGS ARE THE DEMOC RATIZING FORCE PAR EXCELLENCE PULLING US OUT OF OUR AUTONOMOUS ORBITS OF HOME WORK AND CAR SO WE CAN RE EXPERIENCE COMMUNITY "Y 'ERRY +HERMOUCH
K 4
HAT EMOTIONAL CONNECTION IS PART OF WHAT RETAILERS CALL hTHE CUSTOMER EXPERIENCE v AND IT S A MAJOR REASON WHY CONCEPTS FROM THE RETAIL SECTOR ARE SHOWING UP IN SO MANY OTHER PLACES !FTER ALL RETAILERS HAVE TO WIN THEIR CUSTOMERS INTEREST DAY IN AND
DAY OUT ENTICING THEM FROM THE STREAMING RANKS OF PASSERS BY 4HEIR DESIGN HAS TO SERVE AS A PHYSICAL EMBLEM OF WHAT THEIR BRAND STANDS FOR .OW OTHER ORGANIZATIONS ARE GETTING THE MESSAGE 7HETHER IT S A CORPORATION VYING FOR WORLD CLASS EMPLOYEES A UNIVERSITY LURING TOP NOTCH STUDENTS A GOVERNMENT AGENCY TRYING TO RECONNECT WITH ITS CONSTITUENTS OR AN AIRLINE COMPETING FOR ITS SHARE OF A HIGHLY COMPETITIVE MARKET MOST ORGANIZATIONS NO LONGER ARE CONTENT TODAY TO MAKE A hTAKE OR LEAVE ITv STATEMENT WITH THEIR SETTINGS h4HEY SEE NOW THAT EVERYONE IS THEIR CUSTOMER v SAYS 4ED *ACOBS CREATIVE DIRECTOR OF 'ENSLER S 3TUDIO IN 3AN &RANCISCO 4O THAT END THEY RE INCREASINGLY USING SOPHISTICATED GRAPHICS PROGRAMMING STRATE
GIES AND ENVIRONMENTAL DESIGN AND ARCHITECTURE TO CREATE MORE POWERFUL PLACES AND EXPERIENCES /FTEN TOO THEY ARE REFRESHING THEIR LOOK MORE FREQUENTLY MUCH AS RETAILERS CHANGE MERCHANDISING AND WINDOW DISPLAYS TO CREATE NEW hNEWSv TO DRAW PEOPLE IN 4HEIR RETAIL LIKE EMBRACE OF THEIR hCUSTOMERSv MAY REFLECT A BIGGER SHIFT IN THE DEVELOPED WORLD S ECONOMY ACCORDING TO (ARVARD S 3HOSHANA :UBOFF AND HER HUSBAND AND BUSINESS PARTNER *AMES -AXMINÂ&#x2C6;A MOVE FROM A SERVICES TO A SUP PORT FOCUS AIMED AT HELPING CONSUMERS hNAVIGATE THE COMPLEXITIES OF MODERN LIFEv &4 -AGAZINE *ULY 4HIS IS ALSO PART OF THE EXPERIENCE THAT RETAILERS WRAP AROUND THEIR CUSTOMERS CATERING TO THEIR INDIVIDUALITY WHILE DELIVERING FAMILIAR CUES THAT MAKE THEM FEEL AT EASE AND SUPPORTED
I<K8@C GI<:<;<EKJ =FI K?< ;<J@>E F= EFE$I<K8@C J<KK@E>J
7HEN HE DESIGNED NEW OFFICES IN #HICAGO FOR TWO 5NILEVER PERSONAL PRODUCT GROUPS 'ENSLER S #ARLOS -ARTINEZ AIMED hTO ENGAGE THE PEOPLE WHO WORK THERE NOT JUST THE CLIENTS OR CUSTOMERS v 4HANKS TO AN ABUNDANCE OF MIRRORS PLASMA SCREENS AND SUPER GRAPHICS YOU STEP OFF THE ELEVATOR AND FEEL LIKE YOU RE IN A SPA OR HAIR SALON #OFFEE HOUSES GAVE HIM THE IDEA FOR AN INFORMAL SPACE DESIGNED IN A STYLE AND COLOR PALETTE THAT EVOKE THEIR QUIRKY INDEPENDENT SPIRIT 46 MONITORS TUNED TO THE NEWS MAGAZINES AND NOT JUST BEAUTY MAGAZINES LOUNGE CHAIRS AND HIGH TABLES WITH BAR STOOLS HELP ENCOURAGE CASUAL CONVERSATION AND UNCONVENTIONAL THINKING 3HOWROOMS WERE THE PRECEDENT FOR THE ROOMS HE DESIGNED FOR THE GROUPS CREATIVE TEAMS &OCUSED ON A DIFFERENT 5NILEVER MARKET LIKE YEAR OLD GIRLS EACH ONE CUES UP THE RELEVANT DEMOGRAPHIC ! SIMILAR STRATEGY WAS AT THE HEART OF A DESIGN FOR THE STUDIOS OF #ORINTHIAN
)MMERSION BOOTHS IN %LECTRONIC !RTS´ 2EDWOOD #ITY 3TUDIO LOBBY SHOW OFF THE GREAT WORK OF ITS GAMER TEAMS
4ELEVISION IN #HISWICK 0ARK OUTSIDE ,ONDON 0ROJECTED LIGHT WAS USED INSTEAD
#OMPASS REINFORCES ±DOING GOOD BY DOING WELL² BY REMINDING PEOPLE THEY´RE HELPING THE WORLD EAT HEALTHY FOOD
h-OST ORGANIZATIONS SEE NOW THAT EVERYONE IS THEIR CUSTOMER v 2EDESIGNING THE LOBBY OF %LECTRONIC !RTS 3ILICON 6ALLEY STUDIO HE DREW ON A DEVICE THAT .IKE AND OTHERS PIONEERED h!S SOON AS YOU CROSS THE THRESH OLD YOU RE IN THE MIDST OF A GAME PLAYING EXPERI ENCE THAT LITERALLY IMMERSES YOU IN THEIR BRAND v )T ALSO SHOWCASES THE WORK OF A REMARKABLE GAMER CUL TURE NO SMALL INDUCEMENT FOR OTHERS TO JOIN THEIR WORLD CLASS CREATIVE TEAMS 4HERE MAY BE NO BETTER EXAMPLE OF A NON RETAIL ENVIRONMENT INTO WHICH RETAIL ELEMENTS HAVE BEEN PERVASIVELY INTEGRATED THAN #Y &AIR #OMMUNITY #OLLEGE OUTSIDE OF (OUSTON 4HAT S NO ACCIDENT NOTES 'ENSLER (OUSTON S $AVID #ALKINS h#Y &AIR WAS VERY SENSITIVE TO THE FACT THAT THEIR YOUNGER STU DENTS GROW UP IN A RETAIL WORLD v 7HEN HE AND HIS TEAM DESIGNED THE NEW CAMPUS THEY CONSCIOUSLY
CONJURES UP AN URBAN FITNESS CLUB !ND INSTEAD OF MAKING STUDENTS STAND IN LINE TO SIGN UP FOR CLASSES OR PAY THEIR FEES THE STUDENT SERVICE CENTER HANDS THEM PAGERS JUST LIKE SOME RESTAURANTS DO FOR DIN ERS WAITING FOR A TABLE <DLC8K@E> I<K8@CËJ <OG<I@<EK@8C NFIC;
,ANCE "OGE WHOSE WORK AT 'ENSLER .EW 9ORK !RE THERE OTHER REASONS WHY RETAILERS EMBRACE
PLACE SEES A STEADY CONVERGENCE THAT MAKES RETAIL
CHANGE
THINKING MORE APPLICABLE TO NON RETAIL SETTINGS h!N
#3 2ETAILERS UNDERSTOOD EARLY ON THAT IT S NEVER
AIRLINE S TERMINAL IS A BIG PART OF HOW PEOPLE EXPERI
hGOOD ENOUGH v 3O THEY CONTINUALLY IMPROVE
ENCE ITS BRAND v HE SAYS h3O YOU HAVE TO DESIGN IT
AND REENERGIZE THEIR BUSINESSES 4ODAY EVERYONE
EXPERIENTIALLY JUST LIKE RETAIL v
UNDERSTANDS THAT WHETHER IT S REMODELING BUILD 3O RETAIL RULES RIGHT 9ES BUT THERE A FEW PRECAU
INGS BUILDING NEW ONES OR UPDATING THEIR INTERI
TIONS THAT NON RETAIL ORGANIZATIONS NEED TO FOLLOW
ORS OR EXTERIORS GREAT DESIGN CAN BRING NEW ENERGY
!S 4ED *ACOBS PUTS IT hEMBRACING RETAIL CONCEPTS
TO ANY ORGANIZATION )T CAN BE VERY HELPFUL WHEN
MEANS MOVING INTO RETAIL S WORLD (UMANS ARE
IT S DONE RIGHT 4HAT S ONE REASON WHY FACILITIES
FICKLE SO STORES CAN T CHANGE QUICKLY ENOUGH
NEED hGOOD BONESv SO YOU CAN UPGRADE OR REFRESH
7HEN YOU APPLY RETAIL CONCEPTS TO OTHER SETTINGS
THEM EASILY /THERWISE YOU HAVE TO TEAR THEM
YOU HAVE TO BE PREPARED TO REFRESH THEM MORE FRE
%NTREPRENEURS ARE A BIG PART OF OUR CLIENT LIST
QUENTLY v
BUT NOT THAT MANY HAVE WRITTEN BESTSELLERS #ARL 3EWELL !MERICA S LEADING LUXURY CAR DEALER IS
LEARNING CENTER LIBRARY IS MODELED ON CONTEMPORARY BOOKSTORES COMPLETE WITH A CAFÏ 4HE SPORTS CENTER
DOWN AND START OVER AND THAT S VERY EXPENSIVE 7HAT ABOUT ±TIMELESS² DESIGN )S THAT STILL POSSIBLE
ONE (IS BUSINESS CLASSIC #USTOMERS FOR ,IFE HAS
#3 4HERE ARE CERTAIN DESIGNS THAT WILL STAND THE
SOLD A MILLION COPIES 4OM 0ETERS CALLS IT hNOTHING
TEST OF TIME 'REAT DESIGN WITH A LONG LIFE IS GETTING
.EW 9ORK BASED 'ERRY +HERMOUCH A FORMER MARKETING AND RETAIL
SHORT OF A FULL BLOWN THEORY OF CUSTOMER SERVICE v
HARDER AND HARDER TO DO THOUGH ! LOT OF DESIGNS
EDITOR OF "RANDWEEK AND "USINESS 7EEK MAGAZINES WRITES FOR
7E CAUGHT UP WITH 3EWELL IN $ALLAS WHERE WE RE
ARE FASCINATING FOR TWO OR MAYBE THREE YEARS AND
!RCHITECTURAL 2ECORD AND OTHER PUBLICATIONS
DESIGNING HIS THREE LATEST DEALERSHIPS (ERE S HIS
THEN THEY LOSE THEIR ALLURE $URABILITY IS A BIG FAC
TAKE ON RETAIL S LESSONS FOR NON RETAIL BUSINESSES
TOR 7HAT S &RANK 'EHRY S "ILBÍO GOING TO LOOK LIKE
7HAT CAN OTHER ORGANIZATIONS LEARN FROM RETAILING
HARD WAY EVERY ARCHITECT WE VE EVER USED SAYS
4WO RETAIL DERIVED STRATEGIES FOR CONNECTING PEOPLE TO THE BRAND ."!
TAPS THE SOPHISTICATED CULTURAL REFERENCES OF ITS AWARD WINNING AD
I<K8@CËJ C<JJFEJ =FI EFE$I<K8@C<IJ
SPANS THE PRACTICES OF AIRPORTS RETAIL AND WORK
PICTURED THE STUDENTS AS #Y &AIR S CUSTOMERS 4HE
IMMERSES THEM IN THE VISUAL IMAGERY OF PRO BASKETBALL WHILE !BSOLUT
FIRST PERSON ; $)!,/'5% 4!,+3 4/ #!2, 3%7%,, =
IN TWENTY FIVE YEARS 4HAT S A LESSON ) LEARNED THE
CAMPAIGN
#3 7E RE ALL IN THE RETAIL BUSINESS )T S JUST COM
THAT NOTHING BEGINS TO COMPARE WITH THE WEAR AND
MON SENSE TO CONDUCT YOUR BUSINESS IN A WAY THAT
TEAR OF AN AUTO DEALERSHIP $URABILITY IS SUCH AN
TAKES INTO ACCOUNT THE NEEDS OF CUSTOMERS AND
IMPORTANT PART OF DESIGN
ASSOCIATES "OTH RELATIONSHIPS ARE EQUALLY IMPOR
OF PAINT SO THAT THE ENVIRONMENT COULD BE KEPT IN
SAYS 'ENSLER .EW 9ORK S 0ETER 7ANG 3CHOLASTIC
CONTINUAL CHANGE AND THE WORKSPACE WAS ENHANCED
DRAWS ON THE MOTIFS OF ITS YOUNG READERS WHILE ALSO
BY THE USE OF UNUSUAL ARCHITECTURAL SHAPES ANOTHER
WEAVING THE CORPORATE MISSION STATEMENT INTO CUS
CLASSIC RETAIL PLOY USED TO STIMULATE INTEREST h/NE OF
TOM MADE CARPET THAT LINES THE MAIN CORRIDOR WHILE
THE KEY DRIVERS IN THE RETAIL ENVIRONMENT IS CHANGE
THE ."! HEADQUARTERS PICKS UP MATERIALS LIKE ARENA
AND THAT ASPECT IS MORE AND MORE RECOGNIZED AS AN
FLOORING AND THE ICONIC IMAGERY OF ITS SUPERSTARS TO
INTEGRAL DRIVER IN THE CREATIVE WORKSPACE v SAYS %D
ENSURE ITS STAFFERS NEVER FORGET THE EXCITEMENT AND
#ADDY 'ENSLER PRINCIPAL AND CO CHAIR OF ITS GLOBAL
ALLURE OF PRO BASKETBALL
WORKPLACE PRACTICE h4HERE S A SENSE OF PLAY AND
TANT ) TELL MY ASSOCIATES THAT IF WE DON T TAKE CARE
"UT WHEN EVERYTHING KEEPS CHANGING DOES QUALITY
OF EACH OTHER THEN WE CAN T REALLY TAKE GOOD CARE
STILL MATTER
OF THE CUSTOMER 3O EVERY BUSINESS NEEDS FACILI
#3 )T SURE DOES (OW YOUR BUSINESS LOOKS REFLECTS
TIES WHERE THEIR ASSOCIATES CAN DO THEIR BEST WORK
YOUR VALUES 9OU WANT YOUR CUSTOMERS AND ASSOCI
7OULD YOU FEEL COMFORTABLE THERE 4HAT S THE
ATES TO FEEL BETTER AS SOON AS THEY WALK IN 'REAT
QUESTION 0EOPLE NEED TO FEEL AS GOOD ABOUT WHERE
DESIGN EXCELLENT FUNCTIONALITY AND DURABILITY
THEY WORK AS WHERE THEY SHOP 7HAT ABOUT RETAIL´S PACE OF CHANGE°IS THAT A LESSON
DO MAKE SURE THERE S A hWOW FACTORv THAT WILL
#3 4HE WORLD LOVES FASHION PEOPLE HAVE REALLY
GRAB PEOPLE S ATTENTION -AKE THEM NOTICE YOU VE
SHORT ATTENTION SPANS 7E DESIGNED OUR FLAGSHIP
SWEATED THE DETAILS
#ADILLAC DEALERSHIP IN $ALLAS WITH THE LOOK AND
/F NECESSITY RETAILERS HAVE HAD TO BE IN THE VAN
COMFORT OF A GRAND HOTEL )T EVEN HAD THREE HUGE
GUARD OF SURROUNDING THEIR CUSTOMERS WITH INFOR
7ILLIAMSBURG CHANDELIERS ! FEW YEARS LATER
/FTEN AN OBJECTIVE OF THE DESIGN IS TO MAKE SURE
MATION WHETHER CHANGING STYLES OR PRICE PROMO
#ADILLAC SWITCHED TO A MORE CONTEMPORARY STYLE
EMPLOYEES ARE STEEPED IN THE CORPORATE CULTURE
TIONS AND OTHER ENTERPRISES ARE NOW JUMPING ON
AND EVERYTHING HAD TO GO INCLUDING THE CHANDE
SINCE CONSUMERS HAVE BECOME ADEPT AT SNIFFING OUT
THAT BANDWAGON h2ETAIL SETTINGS LEAD THE WAY IN
LIERS 7E PUT THEM ON E"AY AND DIDN T GET A SINGLE
DISPARITIES BETWEEN THE MARKETING MESSAGES AND
TERMS OF STEEPING PEOPLE IN INFORMATION v SAYS
BID !N EQUIVALENT SITUATION FOR A NON RETAIL BUSI
FUN ABOUT IT WHICH EXCITES CURIOSITY v
ACTUAL EMPLOYEE BEHAVIOR 4HE HEADQUARTERS OF
'ERVAIS 4OMPKIN A DESIGNER DIRECTOR IN 'ENSLER S
NESS WOULD BE ANY CHANGE IN THE ECONOMY THAT
3CHOLASTIC AND THE .ATIONAL "ASKETBALL !SSOCIATION
3AN &RANCISCO OFFICE h0EOPLE ARE INCREDIBLY
MAKES A FACILITY LOOK BEHIND THE TIMES
BOTH hSTRONGLY REINFORCE THEIR SENSE OF PURPOSE v
SOPHISTICATED INFORMATION CONSUMERS THESE DAYS v
REAL CARE WITH THE LIGHTING MATERIALS AND COL ORS THESE ARE THE INGREDIENTS !ND WHATEVER YOU
2EAD THE BOOK #ARL 3EWELL AND 0AUL " "ROWN #USTOMERS FOR ,IFE #URRENCY $OUBLEDAY
)T S A 0INK WORLD 3INCE *ANUARY WE VE HELPED ,IMITED "RANDS ROLL OUT ITS NEW 0INK LINE IN 6ICTORIA S 3ECRET STORES COAST TO COAST
K?@EB G@EB "Y $AVID 3OKOL
URING SPRING BREAK ,IMITED "RANDS
$
6ICTORIA S 3ECRET INTRODUCED A NEW LINE OF
TURNED ENTHUSIASTIC AS THE CUBE OPENED TO REVEAL 6ICTORIA S 3ECRET MODELS WEARING THE NEW OFFERINGS
APPAREL AIMED AT A YOUNGER CLIENTELE 0INK
.OW THE ONLINE CATALOG CARRIES THAT TORCH WITH THE
IS THE BRAINCHILD OF ,ES 7EXNER ,IMITED
TAGLINE h4HINK &UN 4HINK &LIRTY 4HINK 0INK v )T
"RANDS #HAIRMANÂ&#x2C6;h! FUN ORIENTED CASUAL LIN
GERIE LINE THAT CAN INTRODUCE PEOPLE TO THE BRAND v
COULDN T SUM UP THE BEACHFRONT EVENT AND 0INK S TARGET MARKET ANY BETTER
$EVELOPED BY -ARIA (OLMAN 2AO AND HER CREATIVE TEAM 0INK S BRAS LOUNGEWEAR AND PAJAMAS BOAST COMFORTABLE MATERIALS BRIGHT COLORS AND DYNAMIC GRAPHICS THAT ARE EQUAL PARTS SPORTY AND SULTRYÂ&#x2C6; MORE "RITNEY THAN -ADONNA
3TORES CAN PLAY AN IMPORTANT ROLE IN STOKING THE FIRE 4HEIR SETTINGS CAN BE JUST AS EXCITING AS THAT PINK BOX AND GIVE TANGIBLE MEANING TO THAT 7EB COPY 3O IT WAS ONLY GOOD BUSINESS SENSE THAT ,IMITED "RANDS AND THEIR .EW 9ORK BASED STORE DESIGN TEAM LED
0INK ROLLED OUT IN TOWNS AND CITIES IN EVERY 5 3 CONTINENTAL STATE
4HE PRODUCT SPEAKS FOR ITSELF BUT THAT DOESN T
BY ,IZ %LERT AND +ATHLEEN "ALDWIN DECIDED TO GIVE
MEAN THE MESSAGE SHOULDN T BE AMPLIFIED 7ITNESS
0INK SOME DESIGNATED SPACE IN THEIR 6ICTORIA S 3ECRET
-IAMI S 3OUTH "EACH THIS PAST -ARCH ! MYSTERI
STORES /UTFITTED WITH NEW FIXTURES VISUALS AND
OUS PINK CUBE SAT ON THE SAND AS IF LANDED FROM THE
EVEN A CANINE MASCOT IT SETS THE BRAND APART AND
OUTER REACHES /N A 7EDNESDAY CURIOUS ONLOOKERS
CONVEYS IN THREE DIMENSIONS 0INK S SENSE OF FUN
MANY JUST FREED FROM THE RIGORS OF MIDTERM EXAMS
AND YOUTHFUL FRAME OF MIND
G@EB N8J IFCC<; FLK @E /(( L%J% KFNEJ 8E; :@K@<J @E 8CC +/ :FEK@E<EK8C JK8K<J%
0INK´S ONE WEEK ROLLOUT SEQUENCE PRODUCED VARIATIONS ON ,IMITED "RANDS´ STORE PROTOTYPE IN 5 3 LOCATIONS
FE< G@EB K8B<J 8 N<<B%
C@D@K<; 9I8E;J FG<E<; -'" G@EBJ <M<IP N<<B# A8EL8IP K?IFL>? ALE< )''+%
JFD< )#/'' G<FGC< N<I< @EMFCM<; @E G@EBÃ&#x2039;J E8K@FE8C ;<9LK%
,IMITED "RANDS STORE DESIGNERS CREATED THE STUFF
IMPLEMENTATION TEAMÂ&#x2C6;INCLUDING "OB #ORLEY 2AJESH
4HE 0INK STORE PROTOTYPE WAS DESIGNED BY ,IMITED "RANDS´ .EW 9ORK BASED CREATIVE TEAM LED BY ,IZ %LERT AND +ATHLEEN "ALDWIN
G@EB J8C<J 8I< LG%
CONSIDER FRENZIED WEEK THE TEAM INTERACTED WITH
4HE CREW S GONE BY SEVEN A M BUT THE '# STILL HAS A
THE JOBÂ&#x2C6;ET VOILA 4HE 3ATURDAY MORNING SKY IS FLUSH WITH 0INKÂ&#x2C6; OF THEM EVERY WEEK
OF 0INK S NEW RETAIL PRESENCE PANTY AND BRA BARS
#HHABLANI AND -ARILYN &ONGÂ&#x2C6;BROUGHT 'ENSLER
COLLEAGUESÂ&#x2C6;FROM 3EATTLE TO -ORRISTOWN .*Â&#x2C6;TO
STATUS REPORT TO FILE FOLLOWED BY AN HOUR CONFERENCE
4 STAGES AND STANDS PUCK PANELS WINDOW GRIDS
ABOARD
OVERSEE CONSTRUCTION AND PREPARE DRAWINGS FOR THE
CALL h7E ASK $ID THAT BARRIER GO UP $ID THAT SIGN
NEXT WAVE
GO UP 7E ALSO IDENTIFY AND ADDRESS ANY PROBLEMS
STOREFRONT PLATFORMS 5 BARS SHELVING TRAYS AND HARDWARE ACCESSORIES 4HEIR DESIGN FAVORS WHITE PAINTED SURFACES WITH POLKA DOTTED PUNCTUATION ON WALL COVERINGS AND MANNEQUINSÂ&#x2C6;DOGS INCLUDED
0INK WAS DIFFERENT h)TS PACE AND VOLUME WERE BREATHTAKING COMPARED TO OUR NORMAL ROLLOUT
D8B@E> G@EB1 K?< I<DF;<C@E> GIF:<JJ#
PROGRAMS v SAYS 'ENSLER S #HARLIE +RIDLER A 3AN
FE< E@>?K 8K 8 K@D<
&RANCISCO BASED VETERAN OF MANY PREVIOUS CAM
7HAT S IT LIKE TO ADD 0INK TO A 6ICTORIA S 3ECRET STORE
N?<I< N< :8D< @E1 D8E8>@E> 8 E8K@FEN@;<
PAIGNS "ETWEEN *ANUARY AND *UNE 'ENSLER
7ORK BEGINS ON 3UNDAY EVENING 3ALES ASSOCIATES
IFCCFLK
HAD TO MANAGE 0INK S ROLLOUT IN THREE WAVESÂ&#x2C6;
STRIP THE MERCHANDISE FROM THE 0INK ROOM AND THEN
!LL THE PIECES WERE IN PLACE A HIGHLY VISIBLE BRAND
STORES MORE AND THEN ANOTHER
THE '# CREW SWOOPS IN TO SET UP A 6ISQUEEN BARRIn
LOTS OF NEW PRODUCTS TO INTRODUCE TO MARKET AND FIXTURES TO HIGHLIGHT THEM MOST FLATTERINGLY *UST A FEW ISSUES TO RESOLVE (OW DO YOU CARVE OUT SPACE FOR 0INK IN EACH OF THEIR STORES 7HAT KINDS OF FIX
CADE TO ISOLATE THE WORK AREA AND BUILD EXCITEMENT ,ED BY %LINOR +UMPF A SIX PERSON TEAM FROM FOUR 'ENSLER OFFICES CONVERGED AT ,IMITED "RANDS
ABOUT WHAT S COMING TAKE PRE CONSTRUCTION PHOTOS AND ATTACH DUST FILTERS TO THE STORE S (6!#
HEADQUARTERS IN #OLUMBUS /( h7E HAD TO BE THERE h)F THEY GET NOTHING ELSE DONE THAT NIGHT v +UMPF
h4HE FIRST WAVE ROLLED INTO THE SECOND SO QUICKLY
SAYS hTHEY HAVE TO GET THAT BARRICADE UPv AND PUT
4O HELP THEM MANAGE A HUGE NATIONWIDE ROLL
THAT WE JUST HAD TO KEEP RUNNINGÂ&#x2C6;REFINING AS WE
UP A TEASER h0INK IS #OMINGv SIGN IN THE WINDOW
OUT WITH A VERY SHORT FUSE ,IMITED "RANDS 0INK
WENT ALONG v )N A TYPICAL WHAT MOST OF US WOULD
THAT ARE SHOWING UP v
PEOPLE FROM EIGHT '#S PLUS FROM THEIR SUBCONTRACTORS FROM ,IMITED "RANDS HEAD
4HAT NIGHT THE CREW INSTALLS BLOCKING FOR THE HANG
QUARTERS AND FROM 6ICTORIA S 3ECRET PLUS
ING STOREFRONT DISPLAY PATCHES AND REPAIRS SURFACES
SECURITY GUARDS 0INK IS A HUGE AND SUCCESSFUL EFFORT
AND STARTS PAINTING /N 4UESDAY THEY ARRIVE EARLY IN
5NDERWEAR IS FLYING OFF THE SHELVES !ND THANKS TO
ORDER TO UNLOAD A JUST ARRIVED TRUCK FULL OF FIXTURES
A SEAMLESS ROLLOUT THE SHELVES ARE THERE
AND START A TO DO LIST THAT ALSO INCLUDES PAPERING THE WALLS FINISHING PAINTING AND PATCHING THE CARPET 0AINTING AND WALLPAPERING ARE BUTTONED UP THE NEXT NIGHT JUST AS THE CREW BEGINS INSTALLING PUCK PAN
$AVID 3OKOL IS THE .EW 9ORK BASED MANAGING EDITOR OF )$ -AGAZINE
ELSÂ&#x2C6;WALL ELEMENTS IN WHICH POLES AND SHELVES CAN
SO THE ROLLOUT WOULD RUN SMOOTHLY v +UMPF SAYS
TURES SHOULD THEY HAVE AND WHERE SHOULD THEY GO
0INK IS EQUAL PARTS SPORTY AND SULTRYÂ&#x2C6;MORE "RITNEY THAN -ADONNA 4HE STORE CONVEYS 0INK S SENSE OF FUN AND YOUTHFUL FRAME OF MIND
%ACH WAVE OF 0INK REQUIRED A CAST OF THOUSANDS
BE PLACEDÂ&#x2C6;AND OTHER FIXTURES (ALF OF THE 0INK ROOM MUST BE FINISHED BY THE BREAK OF DAWN ON 4HURSDAY SO RE MERCHANDISING CAN BEGIN )N THE NEXT HOURS THE '# STORE MANAGER AND CREW COMPLETE
CASE STUDY ; */#+%9 34/2%3 =
:FD=FIK QFE< *OCKEY S NEW STORE DOESN T JUST MOVE THE GOODSÂ&#x2C6;IT S A LABORATORY FOR THE BRAND *OCKEY´S 0RESIDENT -ICHAEL ,APIDUS MAKES HIMSELF AT HOME IN THE NEW +ENOSHA *OCKEY 3TORE
"Y $AVID 3OKOL
+ENOSHA 7ISCONSIN IS THE HOME OF *OCKEY A BRAND
9L@C;@E> FE 8 >I<8K KI8;@K@FE
ONCE KNOWN TO CONSUMERS FOR ITS WHITE BRIEFS
h)F YOU RE A GREAT COMPANY v SAYS -ICHAEL ,APIDUS
5NDERWEAR IS SERIOUS BUSINESS HERE )N .OVEMBER
0RESIDENT OF *OCKEY 7ORLDWIDE #ONSUMER $IRECT
THE YEAR OLD COMPANY ASKED 'ENSLER TO
hIT S RIGHT TO REDISCOVER YOUR ROOTS AND FIGURE OUT
DESIGN A NEW STORE THAT BOASTS ALL THE COMFORTS OF
WHAT YOUR BRAND POSITIONING NEEDS TO BE )T WAS
HOME 7HILE ITS DOMESTIC ELEMENTS ARE PARTICULARLY
REASSURING TO FIND THAT OURS JUST NEEDED RENEWED
RELAXED ITS DELIVERY WAS THE USUAL PUSH
COMMITMENT AND FOCUSÂ&#x2C6;AND TO BE COMMUNICATED IN A DIFFERENT FASHION v
4HE FIRST *OCKEY 3TORE OPENED IN -AYÂ&#x2C6;JUST A FEW MILES FROM *OCKEY S HEADQUARTERS !S MUCH AS ITS
#ALL IT A REINFORCEMENT OF VAUNTED TRADITION 4HE
PURPOSE IS TO SELL GOODS IT ALSO SERVES AS A LABORA
2EVEREND 3AMUEL 4 #OOPER FOUNDED *OCKEY IN
TORY FOR A *OCKEY BRAND THAT S IN TRANSITION 4HE
TO PROVIDE LUMBERJACKS WITH SOCKS MORE COMFORT
COMPANY S GOAL IS TO hOWN COMFORT v SAYS 'ENSLER S
ABLE AND LESS LIKELY TO CAUSE INFECTION PRONE BLIS
-ICHAEL "ODZINER WHO DESIGNED THE STORE WITH HIS
TERS THAT THE SCRATCHY WOOLEN ONES THEY HAD TO PUT
COLLEAGUES *EFF (ENRY AND *ANICE .ATCHEK
UP WITH )N THE COMPANY INTRODUCED MANKIND TO BRIEFS A FAR MORE COMFORTABLE ALTERNATIVE TO
.OT COINCIDENTALLY THE +ENOSHA EXPERIMENT IS PAY ING OFF -ORE THAN JUST A VISUAL AND SPATIAL SUCCESS THE NEW STORE IS MOTIVATING CUSTOMERS TO TAKE HOME 4HE COCOON LEFT INVITES YOU TO *OCKEY´S COMFORTABLE WORLD !D POSTERS
MORE *OCKEY APPAREL IN ALL CATEGORIES FROM UNDER
SPEAK TO ITS RELAXED LIFESTYLE 'ENDERED PRODUCTS MAKE SHOPPING
GARMENTS TO ACTIVEWEAR 0EOPLE ARE REEVALUATING THE
STRESS FREE
BRAND
BOXERS *UST THREE YEARS LATER PACKAGING AND PRE SENTATION ALSO TOOK A TURN TOWARD THE COMFORTABLE #ELLOPHANE WRAPPED PACKAGES OF UNDERWEAR WERE
4HE RUNWAY SKETCH PHOTO ABOVE HIGHLIGHTS ACTIVEWEAR *OCKEY´S HOT
MERCHANDISED IN SPECIALLY DESIGNED STORE FIXTURES
NEW CATEGORY ! RAISED PERSIMMON CEILING DEFINES THE HOMELIKE LIVING
SO THAT MEN COULD FINALLY SHOP FOR UNDERWEAR OUT
ROOM RIGHT
h)F YOU RE A GREAT COMPANY v SAYS *OCKEY S -ICHAEL ,APIDUS hIT S RIGHT TO RE DISCOVER YOUR ROOTS AND FIGURE OUT WHAT YOUR BRAND POSITIONING NEEDS TO BE v
CASE STUDY ; */#+%9 34/2%3 =
h#OMFORT GOES BEYOND THE PRODUCTS v ,APIDUS SAYS h7E WANT TO BRING COMFORT TO ALL AREAS OF PEOPLE S LIVES v "Y DOING JUST THAT THE *OCKEY STORE PUTS THAT BRAND MESSAGE OUT FRONT
(OME HOSPITALITY MOTIFS MAKE THE LIVING ROOM RIGHT A PLACE WHERE *OCKEY SHOPPERS CAN GET COMFORTABLE°AND STILL SEE MERCHANDISE LEFT
4HE COCOON FAR RIGHT IS A TRANSITION ZONE BETWEEN THE MORE FRENETIC MALL OR STREET AS THE CASE MAY BE AND THE *OCKEY 3TORE´S CALM ATMO SPHERE
IN THE OPEN .O MORE TELLING YOUR DIMENSIONS TO A
RELAXING IN THE *OCKEY 3TORE S SUMPTUOUS LIVING
WOOD WITH SMOOTH WHITE LACQUERED SURFACES 4HE
CIFIC FITTING AREAS FOR EXAMPLE KEEP BLUSHING TO A
! RECESSED PERSIMMON COLORED CEILING WINGBACK
CLERK WHO THEN RETRIEVED THE ITEM OR NOT FROM THE
ROOM "EING PROFILES EVERYDAY FOLKS HIDEAWAYS
COMBINATION ACKNOWLEDGES *OCKEY S PAST AND PRES
MINIMUM 4HEY RE SPACIOUS ENOUGH THAT hA MOTHER
CHAIRS A FIREPLACE AND PENDANT LIGHTING DO THE
STOCK ROOM
SLOW COOK MEALS AND ,A +NITTERIE 0ARISIENNE THE
ENT *EFF (ENRY EXPLAINS 4HE COCOON S SHAPE IS
CAN KEEP HER STROLLER WITH HER AND NOT FEEL THAT
TRICK ALONG WITH A FLAT SCREEN 46 NOTEBOOK COM
,! BASED EPICENTER OF THE KNITTING CRAZE 7ITH A
ANTHROPOMORPHIC HE ADDS h)TS FORM SUGGESTS TWO
SHE S MAKING ANYONE FEEL CRAMPED v 4HE MATERI
PUTERS AND SPARE COPIES OF "EING 7HILE THE LIVING
NEW PRODUCTS SECTION DECORATING ADVICE AND TIPS
HANDS CUPPED TOGETHER WHICH IS HOW WE PRESENTED
ALS 'ENSLER USED ARE THE ICING ON A VERY COMFORT
ROOM hHELPS DIFFERENTIATE *OCKEY FROM THE MASSES v
ON DIETARY CALCIUM IT S FOCUSED ON ENJOYING THE
IT 4HAT WENT OVER WELL WITH *OCKEYÂ&#x2C6;CURVES ARE
ABLE CAKEÂ&#x2C6;CARPETING WRAPPED ULTRASUEDE PANELS
IT S ALSO hFUNCTIONAL SELLING SPACE v ,APIDUS NOTESÂ&#x2C6;
RIGHT NOWÂ&#x2C6;WITH *OCKEY ACTIVEWEAR AS A SUBTLE PART
MUCH MORE COMFORTABLE THAN RECTANGLES v
AND LIGHTING DESIGNED TO FLATTER THE CUSTOMERS
ALONG ITS PERIMETER ARE hRUNWAYSvÂ&#x2C6;LOW PLATFORMS
3UPERGRAPHICS DRAW LIGHT HEARTEDLY ON OLD *OCKEY
WITH MANNEQUINS THAT DISPLAY *OCKEY S ACTIVEWEAR
3O EVEN YEARS AGO *OCKEY WAS INTERPRETING COM FORT IN TERMS OF THE CUSTOMER S EXPERIENCE NOT JUST THE PRODUCTS !ND NOW THE *OCKEY TEAM IS BUILD ING ON THAT IDEA h7E RE NOT THE SEXY BRAND IN THIS
OF THE MIX
CATEGORY v ,APIDUS SAYS h7E RE REALLY GOING BACK
h#OMFORT GOES BEYOND THE PRODUCTS v SAYS *OCKEY S
$AVID 3OKOL IS THE .EW 9ORK BASED MANAGING EDITOR OF )$ -AGAZINE
ADVERTISING WHILE PIN UP BOARDS ADD TO THE FUN BY
TO OUR ROOTS SATISFYING THE HUMAN NEED FOR COMFORT
KLIE@E> :FD=FIK @EKF 8 JKFI<
,APIDUS h7E WANT TO BRING COMFORT TO ALL AREAS OF
4HAT S OUR PURPOSE v
(OW DID 'ENSLER TRANSLATE *OCKEY S WELL RESEARCHED
PEOPLE S LIVES v "Y DOING JUST THAT THE COCOON PUTS
COMFORT CONCEPT INTO FREESTANDING RETAIL SPACE 3TEP
THE COMFORT BRAND MESSAGE OUT FRONT MAKING IT
,OOK NO FURTHER THAN THE CENTRALLY LOCATED LIV
EXAMPLE h0UTTING THE ACTIVEWEAR IN THE CENTER OF
INTO THE SQUARE FOOT +ENOSHA STORE AND YOU
MEMORABLE TO CUSTOMERS
ING ROOM FOR AN EXEMPLARY COMBINATION OF BRAND
THE STORE WHERE IT S IMAGINATIVELY DISPLAYED GIVES
MESSAGE PHYSICAL EASEÂ&#x2C6;AND POWER SELLING h!
IT A MUCH HIGHER PROFILE THAN IT HAS AT OTHER STORES v
LOT OF STORES HAVE SEATING AREAS THAT LOOK LIKE AN
/VERALL TOO THE *OCKEY 3TORE IS DOING VERY WELL
&OR A COMPLIMENTARY SUBSCRIPTION TO *OCKEY´S TWICE
AFTERTHOUGHT v ,APIDUS SAYS h4HE CONCEPT WE RE
,APIDUS REPORTS h7E RE SEEING INCREASED SALES AND
YEARLY "EING MAGAZINE USE THIS LINK
GOING FOR IS TO CREATE COMFORT THAT S MORE FAMILIAR v
INCREASED DOLLARS PER TRANSACTION v
WWW JOCKEYCOMFORT COM BEING SUBSCRIBE STEP
!LONG WITH THE NEW STORE THAT VISION HAS LED TO AN AD CAMPAIGN THAT FEATURES MODELS IN COMFORTABLE NOT COMPROMISING POSES !ND THEN THERE S "EING *OCKEY S NEW TWICE YEARLY MAGAZINE 3HOPPERS CAN SUBSCRIBE ON LINE OR JUST READ IT WHILE THEY RE
FIND YOURSELF IN THE COCOON 4HIS hVIGNETTEv TO USE RETAIL PARLANCE TRANSITIONS BETWEEN THE STORE S CHA OTIC OUTLET MALL SETTING AND ITS SOOTHING INTERIOR )T S ALL CURVED SURFACES MATCHING ANTIQUE RECLAIMED
=@E;@E> AF:B<PÃ&#x2039;J :FD=FIK89C< <;><
!S ,APIDUS POINTS OUT THE *OCKEY 3TORE GOES TO GREAT LENGTHS TO MAKE SHOPPING EASIER 'ENDER SPE
INVITING CUSTOMERS TO DESIGN THEIR OWN OUTFITS
h'ENSLER S GOAL WAS TO HELP *OCKEY FIND ITS COM FORTABLE EDGE v SAYS "ODZINER 4HE RUNWAYS ARE AN
INSIGHT ; $)!,/'5% 4!,+3 4/ %!4")'&)3(´3 !$!- -/2'!. -!2+ "!2$%. =
k l F 9iXe[j f] JZ_ffc U 7HY FOLLOWING THE LEADERS DOESN T WORK EVEN FOR THEM
IDEASÂ&#x2C6;IDEAS ABOUT WHAT 4ARGET COULD DO 4HEY ARE
(AS THE IDEA OF CHALLENGER BRANDS CHANGED AT ALL SINCE
(OW DO YOU MAKE THE BRAND LEADER´S CULTURE
CLUB OWNER 2ICHARD "RANSON BORED STIFF ON A LONG
THINKING ABOUT HOW THEY CAN INTERACT WITH THE CUS
YOU DID YOUR RESEARCH
CHALLENGER FRIENDLY
FLIGHT REALIZED THAT AIR TRAVEL COULD BE ENTERTAINING
TOMER IN A FRESH WAY 4HEY ARE STILL THINKING LIKE A
!DAM 7HAT ) FOUND IN WAS THAT CHALLENGERS
-ARK 9OU NEED TO CREATE THE RIGHT CONDITIONS IN THE
CHALLENGERÂ&#x2C6;AND CHALLENGING 7AL -ART
UNDERSTOOD THAT THEY WERE IN A SECOND OR THIRD POSI
HOST CULTURE 7E VE IDENTIFIED FOUR KINDS OF PEOPLE
TION AND THAT THEIR MARKETING RESOURCES WERE LESS
THAT ARE NEEDED TO SUPPORT CHALLENGER THINKING 4HE
THAN THEIR AMBITIONS SO THEY HAD TO DO SOMETHING
)DEA (AMSTERS ARE THE ONES WHO HAVE THE IDEAS IN
3CHRAGER VIEWED HOTELS THROUGH THE LENS OF A NIGHT
"Y REFRAMING PEOPLE S EXPECTATIONS AND EXPERIENCE
!
THEY CHALLENGED THEIR INDUSTRIES
BRAND 4HEY SAY h4HIS IS OUR BELIEF SYSTEM v ,OOK
IS HOW YOU GET THE CARDHOLDER TO PULL A CARD OUT
THAT COMPETE SUCCESSFULLY WITH EXISTING BRAND LEADERS
AT THE WAY !PPLE PRESENTS ITSELF THROUGH ITS STORES
OF THE WALLET 7E HELPED THEM REFRAME THE QUESTION
THE ±BIG FISH² OF THE TITLE 7ITH -ARK "ARDEN AND
AND PRODUCTS 4HEY REALLY LIVE THEIR BRAND )N THEIR
ENTIRELY 4HE RESULT IS THAT $ISCOVER NOW OFFERS A KEY
OTHERS HE FOUNDED EATBIGFISH A ±CATALYTIC CONSULTANCY²
MARKETS YOU HAVE TO DO THAT JUST TO STAND OUT IN THE
RING CREDIT CARD THAT IS ALWAYS OUT OF YOUR WALLET
FTER WORKING IN ADVERTISING !DAM -ORGAN TOOK A SABBATICAL AND DID THE RESEARCH BEHIND %ATING THE "IG &ISH 7ILEY "ASED ON STUDIES OF BRANDS AND WHY
THEY WERE SUCCESSFUL HIS BOOK FOCUSES ON ±CHALLENGERS²
THAT HELPS ITS CLIENTS CREATE OR BECOME CHALLENGER BRANDS !DAM´S NEW BOOK 4HE 0IRATE )NSIDE TAKES THESE IDEAS A STEP FURTHER ASKING HOW BRAND LEADERS CAN GET
-ARK 3OME ESTABLISHMENTS DON T ACCEPT THE
/UR SECOND CREDO IS TO h"UILD A ,IGHTHOUSE
$ISCOVER #ARD WHICH MEANS THAT CARDHOLDERS WANT
0HOTO FROM LEFT 2OB 0OYNTON PARTNER IN -ADRID !DAM -ORGAN
)DENTITY v -OST COMPANIES WILL SAY THEY ARE CUS
TO AVOID EMBARRASSMENT AND WON T PULL THE CARD
BOLD AND IMAGINATIVE 7HAT S NEW IS THAT BRAND
THE FIRST PLACE 4HEN THE $ENTERS STEP IN AND START TO
FOUNDER -ARK "ARDEN PARTNER 53 AND 0ETER &IELD PARTNER IN ,ONDON
TOMER FOCUSED BUT SUCCESSFUL CHALLENGERS ARE THE
OUT OF THE WALLET )N THAT BUSINESS THE CONVENTION
LEADERS THAT WANT TO STAY ON TOP OF THEIR GAME ARE
PUSH FOR IT 4HE )MPLEMENTATION 2HINOS KNOW THE
STARTING TO BEHAVE LIKE THE CHALLENGERS THEY ONCE
LOGISTICS !ND THE 3MOKE *UMPERSÂ&#x2C6;PEOPLE WITH A
WERE )T S A QUESTION OF AN APPROACH A STATE OF MIND
# IN THEIR TITLE USUALLY LIKE A #//Â&#x2C6;CAN FLY ABOVE
CROWD /UR THIRD CREDO IS h4HOUGHT ,EADERSHIP v SIGNAL
4HEY GOT A LOT OF PUBLICITY AND USAGE AMONG MEM BERS DOUBLED
%!4).' 4(% ")' &)3( #2%$/3
-ARK "RAND LEADERS LIKE THE IDEA OF CHALLENGER
THE FLAMES AND THEN JUMP INTO THE BOARDROOM
(% 9I<8B N@K? PFLI @DD<;@8K< G8JK1
THINKING AND DEVELOPING CHALLENGER SUB BRANDS
4HESE PEOPLE MAY NOT BE IN THE ORGANIZATION AT THE
,OOK OUTSIDE YOUR OWN BUSINESS CATEGORY
BUT FIND IT HARD TO EMBRACE THE PRINCIPLES OF CHAL
BEGINNING 3OMETIMES YOU NEED TO BRING THEM IN TO
)% 9L@C; 8 C@>?K?FLJ< @;<EK@KP1
LENGER BRANDS 4HE HOST CULTURE OFTEN KILLS A NEW
HELP THE PROCESS ALONG ! LOT OF BANKS ARE RETHINK
$O WHAT IT TAKES TO STAND OUT IN THE CROWD
IDEA 3O WE FIND OURSELVES DOING MORE CULTURE
ING THEIR RETAIL STRATEGIES /NE OF THE BIGGER ONES
CHANGE INITIATIVES 7E CREATED A PROGRAM CALLED
RECENTLY HIRED A NEW #HIEF -ARKETING /FFICER FROM
ING HOW YOU ARE DIFFERENT )NDIFFERENCE IS WHERE THE
4HEN THERE IS )NGVAR +AMPRAD THE FOUNDER OF
BACK TO THEIR CHALLENGER ROOTS°AND AVOID BECOMING
CONSUMER BEGINS )N COSMETICS THE CONVENTIONAL
)+%! WHO SEES OPPORTUNITIES WHERE OTHERS DON T
*% K?FL>?K C<8;<IJ?@G1
SOMEONE ELSE´S LUNCH 7E SPOKE WITH -ARK "ARDEN IN
WISDOM SAYS THAT A SUPERMODEL OR STARLET SHOULD
(E LOOKED AT ALL THE WASTED WOOD IN A LUMBERYARD
h0IRATE 3CHOOL v WHICH IS BASICALLY A TRAINING COURSE
4ARGET NOT FROM BANKING (E S PROBABLY A 3MOKE
3IGNAL HOW YOU ARE DIFFERENT
BE ON BILLBOARDS HOLDING YOUR LIPSTICK -!# WAS
AND WONDERED WHAT TO DO WITH IT 6ISITING #HINA
FOR MARKET LEADER EXECUTIVES TO SEE THE WORLD AS
*UMPER
STARTED BY A COUPLE OF GAY GUYS WITH CLOSE TIES TO THE
HE SAW HUNDREDS OF PLUCKED CHICKENS IN THE MAR
+% JPD9FC =FI I<M8CL8K@FE1
PIRATES DO 0IRATE IS ANOTHER METAPHOR FOR CHAL
DRAG COMMUNITY 4HEY GOT 2U0AUL FOR THEIR ADS AND
KETPLACE AND WONDERED WHERE ALL THE FEATHERS GO
#REATE MORE LOYALTY FOR YOUR BRAND THAN
LENGER )F YOU WANT A CHALLENGER BRAND TO SUCCEED
ANY OTHER BRAND
YOU HAVE TO BE DARING AND SYSTEMATIC
3AN &RANCISCO AND WITH !DAM -ORGAN IN ,ONDON
"Y +ENNETH #ALDWELL 7HAT ARE CHALLENGER BRANDS AND HOW CAN THEY TAKE ON THE BRAND LEADERS -ARK ! BRAND IS NOTHING MORE THAN A SET OF
EXPECTATIONS THAT YOU CREATE IN SOMEONE S MIND #HALLENGER BRANDS HAVE TO FIND A WAY TO BREAK THROUGH THE NOISE AND CLUTTER (OW DO THEY DO THIS %ATING THE "IG &ISH OUTLINED EIGHT CREDOS
EVENTUALLY HAD DRAG QUEENS WORKING THEIR COUNTERS
3TANDING IN THE 'UGGENHEIM HE GOT A CLEVER IDEA
IN .ORDSTROM
ABOUT TRAFFIC FLOW (IS )+%! STORES AND PRODUCTS
0EOPLE NOTICE -!# BECAUSE THEY VE CREATED A hSYM
#AN SERVICE BASED COMPANIES ALSO BENEFIT FROM
COMPANY CALLED 'EEK 3QUAD )T S VERY THEATRICALÂ&#x2C6;
BRAND IS NOT ALL THINGS TO ALL PEOPLE 4HE IDEA IS TO
CHALLENGER THINKING
EACH EMPLOYEE IS AN hAGENT v DRESSED IN A UNIFORM
CREATE MORE LOYALTY FOR YOUR BRAND THAN ANY OTHER 4ELL US MORE ABOUT HOW RETAILERS USE CHALLENGER THINKING
WITH 9OUR )MMEDIATE 0AST v IS THE FIRST )T MEANS
!DAM 4ARGET IS AN IDEAS BASED COMPANY %VERY
BRAND )N -INNEAPOLIS THERE IS A COMPUTER SUPPORT
BOL FOR REVALUATION v WHICH IS CREDO NUMBER FOUR !
&OUR OF THEM EXPLAIN OUR BASIC STRATEGY h"REAK LOOKING OUTSIDE YOUR OWN BUSINESS CATEGORY )AN
GREW OUT OF THIS KIND OF CHALLENGER THINKING
TWO WEEKS THE #%/ WALKS THROUGH A ROOM FULL OF
!DAM 4HERE IS A TENDENCY FOR BUSINESS TO BUSINESS
WITH BLACK PANTS WHITE SHIRT CLIP ON TIE PENS EVEN
SERVICE FIRMS TO SAY h)T S DIFFERENT FOR US v 4HEY
A BADGE 9ET THEY ARE TAKEN SERIOUSLY 7HAT MIGHT
THINK IT IS ALL ABOUT THEIR WORK BUT THE CLIENTS ARE
BE A LOW STATUS KIND OF DISTRESS PURCHASE INSTEAD
NOT THAT CLOSE TO THEIR INDUSTRY )F YOU WANT IMPACT
ENGENDERS CLIENT AND EMPLOYEE LOYALTY THROUGH A
YOU HAVE TO DIFFERENTIATE YOURSELF AGGRESSIVELY AS A
BRILLIANT PIECE OF DIFFERENTIATION
7HAT BRAND LEADERS DO BEST WITH CHALLENGER THINKING -ARK 4HE ONES THAT REALLY NEED IT 7E RE REALLY
CATALYSTS OFFERING THEM A CHALLENGER LENS A FRAME
7HY WOULD A BRAND LEADER WANT TO CREATE A CHALLENGER
WORK AND SOME TOOLS TO HELP THEM FIND THEIR OWN
SUB BRAND
SOLUTIONS 7E WANT TO HELP EFFECT REAL CHANGE .O
-ARK )T COULD BE THAT THEY VE TRIED THE REGULAR STUFF
POINT DOING ALL THAT HARD WORK IF IT S GOING TO END UP
BUT THE BRAND IS STILL GOING DOWN 4HEY GET TO THE
IN A DRAWER
POINT WHERE THERE S NOTHING TO LOSE )F THEY WANT TO LAUNCH A NEW BRAND SAY IN COSMETICS CARS OR SOFT DRINKS THE CONDITIONS IN THE MARKETPLACE ARE SO CROWDED NOW THAT THERE IS NO OTHER WAY TO DO IT EXCEPT TO THINK LIKE A CHALLENGER
+ENNETH #ALDWELL WRITES FOR !RCHITECTURAL 2ECORD ,ANDSCAPE !RCHITECTURE 5RBAN ,AND AND OTHERS &OR MORE ON EATBIGFISH VISIT THEIR WEBSITE WWW EATBIGFISH COM
DETAILS ; 3!. */3% ).4%2.!4)/.!, !)20/24 =
K?< J?8G<
F= K?@E>J
8 ;@>@K8C I<MFCLK@FE @J I<J?8G@E> 8I:?@K<:KLI<% J8E AFJ<ËJ E<N 8@IGFIK K<ID@E8C J?FNJ ?FN%
KF :FD<
&ROM "ILBÍO TO "EIJING BUILDINGS ARE EMERGING IN WAVES OF FORM THAT ARE NEW TO THE URBAN LANDSCAPE !DVANCES IN DIGITAL DESIGN TOOLS AND THE DEVELOPMENT OF NEW OFTEN COMPOSITE MATERIALS AND METHODS OF FABRICATION AND CONSTRUCTION ARE ALLOWING ARCHITECTURE TO TAKE ON A MORE SCULPTURAL APPEARANCE 4HESE hNEW SHAPESv ARE FINDING EXPRESSION IN A BROADER RANGE OF BUILDING TYPES THAN JUST MUSEUMS AND CONCERT HALLS "Y -ATTHEW 2ICHARDSON
$IGITALLY GENERATED ±WIRE FRAME² PERSPECTIVES LIKE THIS ONE HELP DESIGNERS TO STUDY THE RELATIONSHIPS BETWEEN DIFFERENT PARTS OF A BUILDING 4HEY ARE ±DYNAMIC² IN THE SENSE THAT THEY ALLOW THE PARTS TO BE MANIPULATED IN REAL TIME
4O BE SURE ARCHITECTS HAVE BEEN DREAMING UP NON
TO KEEP PACE WITH CHANGES IN AIRCRAFT AND THE GROW
3TEVE 7EINDEL hAND THE $IRECTOR OF THE !IRPORT
0HOTO REALISTIC DIGITAL RENDERINGS OF THE NEW TERMINAL´S NORTH CON
LET THE WONDERFUL 3AN *OSE SUNSHINE IN AND ALLOW
TOO TIME CONSUMING TO ACCOMPLISH BEFORE 4HIS IS
ORTHOGONAL GRAVITY DEFYING SHAPES FOR CENTURIES
ING IMPORTANCE OF AIR TRANSIT TO THE GLOBAL ECONOMY
MADE IT VERY CLEAR THAT IT SHOULD BE MEMORABLE AND
COURSE VIEWED FROM LAND AND AIRSIDE
INTERIOR LIGHTING TO BE PROJECTED SKYWARD AT NIGHT
NEW THE POWER WE HAVE NOW TO EXPLOREÂ&#x2C6;NOT JUST ON
&ROM (ADRIAN S 0ANTHEON TO THE 'OTHIC CATHEDRALS
/PERATIONALLY DRIVEN IN MANY RESPECTS AIRPORT
DRAMATIC v
TIME CREATING A GLOW VISIBLE FOR MILES AROUND
OUR OWN BUT ALSO WITH COLLABORATORS ON THE ENGI
AND "RUNELLESCHI S DOME AT &LORENCE VISIONS OF NEW
TERMINALS ARE ALSO WORKS OF CIVIC ARCHITECTURE #ITIES
FORMS LED CONSISTENTLY TO INNOVATIONS IN DESIGN AND
AND REGIONS OFTEN SEE THEM AS MAJOR CULTURAL SYM
(IS TEAM S DESIGN FOR THE MILLION PROJECT WAS
8I:?@K<:KLI<Ã&#x2039;J E<N ;@>@K8C NFIC;
CONSTRUCTION #ONVERSELY SUCH BREAKTHROUGHS AS THE
BOLS CONVEYING THEIR IDENTITY TO THE LARGER WORLD
UNVEILED PUBLICLY IN -AY )T DEMONSTRATES THE
7EINDEL ACKNOWLEDGES THAT ARCHITECTURE LIKE THIS
/NE RESULT OF THIS 7EINDEL NOTES IS THAT A PROJECT
NEERING AND CONSTRUCTION SIDE v
EXPRESSIVENESS OF NEW FORMS AND THEIR APPROPRIATE
WOULD BE IMPOSSIBLE TO PRODUCE WITHOUT THREE
LIKE 3AN *OSE S NEW TERMINAL HAS A SMALLER DESIGN
AND CURTAIN WALL LED TO REVOLUTIONS IN ARCHITECTURAL
3AN *OSE #ALIFORNIA IS NO EXCEPTION )TS -INETA 3AN
NESS TO THIS IMPORTANT AND COMPLEX BUILDING TYPE
DIMENSIONAL MODELING SOFTWARE COMPUTER DIRECTED
TEAM THAN WOULD HAVE BEEN THE CASE JUST YEARS
FORM 4HE SKYSCRAPER IS AN EXAMPLE
*OSE )NTERNATIONAL !IRPORT HAS NEVER MEASURED UP
,ARGE SAIL SHAPED ELEMENTS WILL SHADE THE LENGTH OF
FABRICATION TECHNIQUES AND THE USE OF COMPUTER CON
AGO h7ITH TEAM MEMBERS WHO ARE FACILE WITH DIGITAL
TO THE EXPECTATIONS THAT THE WORLD BRINGS TO IT AS THE
A GLASS WALLED DEPARTURE HALL THAT OFFERS PASSENGERS
TROLLED LAYOUT AND POSITIONING SYSTEMS DURING THE
DESIGN TOOLS YOU DON T ALWAYS NEED AS MANY PEOPLE
8@IGFIKJÃ&#x2021;8 LE@HL<CP DF;<IE 9L@C;@E> KPG<
EPICENTER OF 3ILICON 6ALLEY h3AN *OSE IS LONG OVER
THE EYE CATCHING EXPERIENCE OF AN OPEN AND AIRY
CONSTRUCTION PHASE h!RCHITECTS AND DESIGNERS CAN
TO DEVELOP AND DOCUMENT THE PROJECTÂ&#x2C6;THE TEAM CAN
!IRPORT PASSENGER TERMINALS HAVE EVOLVED CONSTANTLY
DUE FOR A NEW PASSENGER TERMINAL v SAYS 'ENSLER S
INTERIOR SPACE #URVED TRANSLUCENT ROOF PANELS WILL
NOW DEVELOP SHAPES AT A LEVEL OF DETAIL THAT WAS JUST
BE THAT MUCH MORE PRODUCTIVE v 'ENSLER S "EN 7ARD
(AND SKETCHES LEFT AND ABOVE WERE USED TO EXPLORE HOW TO EXPRESS
!N EARLY DIGITAL PERSPECTIVE USED TO STUDY SAIL SHAPED SUNSCREENS THAT
$IGITAL DESIGN DOESN´T ELIMINATE FACE TO FACE COLLABORATION 3TRUCTURAL
THE DIFFERENT ASPECTS OF THE TERMINAL PROGRAM RATHER THAN HIDE THEM
MARK ENTRANCES AND SHADE GLASS WALLS 3EE LANDSIDE RENDERING TOP LEFT
ENGINEER 4ERRY 0ALMER LEFT CONSULTS WITH 'ENSLER´S 3TEVE 7EINDEL
BEHIND AN UNVARYING AND MONOLITHIC FAlADE
FOR THEIR ELABORATION
3TEVEN (ERGERT AND #HARLES :UCKERMAN
LATE TH CENTURY S STEEL BUILDING FRAME ELEVATOR
A SENIOR PROJECT DESIGNER ON THE 3AN *OSE TEAM
GREATER COMPUTING POWER 7HAT CAN RESULT THOUGH
CONTRACTORS )N THE 53! DESIGNERS HAVE HAD ONLY
CREDITS DIGITAL METHODS WITH ACCELERATING HIS UNDER
ARE MUCH FASTER AND BETTER INFORMED CLIENT DECI
LIMITED ABILITY TO COLLABORATE WITH CONTRACTORS AND
STANDING OF THE SPACE AND THEREBY HIS ABILITY TO MAKE
SIONS h/N A PROJECT LIKE AN AIRPORT THIS IS CRITICAL
WITH THE MANUFACTURERS MATERIAL SCIENTISTS AND
APPROPRIATE CHOICES IN THE DESIGN PROCESS h7ORKING
TO MEETING THE OVERALL DESIGN SCHEDULE NOT LEAST
PRODUCT DESIGNERS WHO DEVELOP AND SUPPLY THE
DIGITALLY PUTS MY MIND INSIDE THE BUILDING SO ) CAN
BECAUSE DIGITAL METHODS MAKE IT EASIER AND FASTER TO
BUILDING BLOCKS OF THEIR DESIGNS !N ODDITY OF THE
MAKE BETTER DECISIONS FASTER v
RESPOND TO CLIENT INPUT v
53 BUILDING INDUSTRY IS THAT ITS PARTICIPANTSÂ&#x2C6;OFTEN HIGHLY VISUAL PEOPLEÂ&#x2C6;LARGELY COMMUNICATE THROUGH
<E>8>@E> :C@<EKJ @E K?< ;<J@>E GIF:<JJ
@EK<>I8K@E> 8I:?@K<:KLI< 8E; JKIL:KLI<
TWO DIMENSIONAL DRAWINGS AND MEMOS WRITTEN IN
3TANDARD TWO DIMENSIONAL PLANS AND DRAWINGS
! KEY COLLABORATOR ON THE NEW TERMINAL PROJECT IS
LEGALESE $IGITAL METHODS COULD FINALLY LEAD THEM
HAVE LONG BEEN A STUMBLING BLOCK TO ARCHITECT CLIENT
0ARIS BASED SPECIALIST (UGH $UTTON WHO IS RESPON
TO SHED THESE CONVENTIONS AND ACCEPT COMPUTER
COLLABORATION SINCE THEY MAKE IT HARD TO VISUALIZE
SIBLE FOR DEVELOPING THE TECHNICAL DESIGN AND
BASED THREE DIMENSIONAL MODELS AND SIMULATIONS AS
THE NATURE OF THE PROPOSED SPACES 7ITH THE THREE
DETAILING ITS WINDOW WALLS A MAJOR COMPONENT OF ITS
COMMON GROUND FOR TAKING PROJECTS THROUGH DESIGN
DIMENSIONAL SIMULATION CAPABILITIES OF MODELING
FAÃ&#x17D;ADE SYSTEM $IGITAL DESIGN PROVIDES THE TEAM WITH
FABRICATION AND CONSTRUCTION
SOFTWARE ARCHITECTS CAN BRING THEIR CLIENTS INTO THE
A COMMON LANGUAGE $UTTON SAYS hAND THAT REALLY
DESIGN PROCESS
MAKES THE DIFFERENCEÂ&#x2C6;WE CAN FINISH A DRAWING IN
h!NYTHING THAT LETS THE TEAM EXCHANGE IDEAS
0ARIS IN THE AFTERNOON AND IT CAN BE IMMEDIATELY
MORE FREELY IMPROVES THE PROCESS v 9OUNG SAYS
&OR 3AN *OSE S NEW TERMINAL THAT PROCESS BEGAN
INTEGRATED WITH THE WORK OF THE 3AN *OSE TEAM THAT
!RCHITECTS AND SOME FABRICATORS HAVE ALREADY
BEFORE 7EINDEL S TEAM STARTED THE ACTUAL DESIGN
MORNING ON THEIR END OF THE WORLD v
BEGUN TO EMBRACE DIGITAL DESIGN S POSSIBILITIES
h7E SPENT A YEAR WORKING WITH THE AIRPORT THE CITY
)T S ALREADY POSSIBLE FOR DESIGNERS AND FABRICATORS
AND THE COMMUNITY TO UNDERSTAND THE NEW BUILDING
h4HIS IS OUR SECOND PROJECT WITH $UTTON v "EN 7ARD
TO WORK FROM THE SAME DIGITAL MODEL ELIMINATING
FROM THE PERSPECTIVE OF BUSINESS TRAVELERS TOURISTS
NOTES /N THE FIRST HE CAME TO APPRECIATE THE INTER
THE NEED FOR A SEPARATE SET OF TWO DIMENSIONAL
PEOPLE WHO WORK THERE PEOPLE WHO LIVE IN NEARBY
FACE THAT DIGITAL DESIGN CREATES BETWEEN ARCHITECTURE
DOCUMENTS 3OMETIMES THEY HAVE TO WORK FROM
NEIGHBORHOODS 6)0S SCHOOL KIDSÂ&#x2C6;EVERYONE WHO
AND STRUCTURE /N THE 3AN *OSE TERMINAL h$UTTON
THE SAME DIGITAL MODEL BECAUSE THE SHAPE IS TOO
HAD A STAKE IN THE OUTCOME v HE EXPLAINS $IGITAL
USED THE COMPUTER TO STUDY FORMS LIKE THE CURVED
COMPLEX TO COMMUNICATE TWO DIMENSIONALLY
SOFTWARE WAS USED TO SIMULATE HOW THESE USERS
ROOF AND FAÃ&#x17D;ADE IN ORDER TO EXPLOIT THEIR STRUCTURAL
WOULD INTERACT WITH THE NOT YET DESIGNED TERMINAL
POTENTIAL v
4HE RESULTING SCENARIOS BECAME AN ANIMATED PRESEN
4HE ABILITY TO CREATE PHOTO REALISTIC DIGITAL RENDERINGS WITH
TRACTORS TO PLAN THE CONSTRUCTION PROCESS AND IN
TATION THAT LET THESE CONSTITUENT GROUPS UNDERSTAND
7HILE $UTTON AGREES THAT COMPUTER AIDED ENGINEER
SOME CASES TO MODEL ITS COMPLEXITIES AND LOGISTICS
EACH OTHER S NEEDS AND MAKE DECISIONS ABOUT THE
ING ANALYSIS hPERMITS A MUCH DEEPER UNDERSTANDING
4HEY RE ALSO GETTING ON THE SAME PAGE WITH THE
TERMINAL S CHARACTERISTICS AND FEATURES
OF STRUCTURAL BEHAVIOR THAN PREVIOUS STATIC ANALYSIS
DESIGN TEAM SHARING DOCUMENTS ELECTRONICALLY
ALS AND OF COURSE WITH DIGITAL DESIGN 4HE hNEW
ICONS IS FINDING APPLICATION TO MANY OTHER BUILDING
METHODS v HE SEES THE COMPUTER hAS A TOOL NOT A
)N TIME THIS SHOULD REDUCE THE INTERPRETIVE WORK
SHAPESv COULD BE SEEN AS CONTINUING THIS EXPLORA
TYPES 4HIS IS NOT JUST BECAUSE THE COST OF DIGITAL
4ERENCE 9OUNG A 'ENSLER SENIOR PROJECT DESIGNER ON
SUBSTITUTE FOR A TOTAL INTELLECTUAL UNDERSTANDING OF
REQUIRED FOR THEM TO PARTNER EFFECTIVELY 4HE PUSH
TION BUT INCREASINGLY IT LOOKS LIKE A SEA CHANGE
TECHNOLOGYÂ&#x2C6;BANDWIDTH FAST COMPUTERS AND POW
THE TERMINAL TEAM POINTS OUT THAT DIGITAL METHODS
THE DESIGN v 4HE INTEGRITY OF THE COMPLETED BUILDING
TO PUT THIS IN PLACE IS COMING FROM THE CLIENT SIDE
MOVING ARCHITECTURE OUT OF THE WORLD OF ORTHOGONAL
ERFUL SOFTWAREÂ&#x2C6;HAS MADE IT WIDELY AVAILABLE $IGITAL
HAVE WHETTED CLIENTS AND THE PUBLIC S APPETITE FOR
STILL DEPENDS ON THE TEAMÂ&#x2C6;ARCHITECTS AND ENGINEERS
SINCE A BETTER INTEGRATED PROCESS MEANS POTENTIALLY
FORMS AND INTO NEW ONE THAT IS SUBSTANTIALLY RICHER
DESIGN DELIVERS ON ARCHITECTURE S HISTORIC PROMISE
DRAWINGS THAT SIMULATE REALITY AS CLOSELY AS POSSIBLE
ALIKEÂ&#x2C6;HAVING A FULL GRASP OF THE PHYSICAL REALITIES OF
FASTER AND MORE ERROR FREE DELIVERY
IN ITS EXPRESSIVE POWER
NOT JUST FIRMNESS AND COMMODITY BUT DELIGHT AS
h4HE VISUAL EFFECTS THAT PEOPLE TAKE FOR GRANTED IN
WHAT THEY HAVE DESIGNED DFM@E> 8I:?@K<:KLI< 9<PFE; DF;<IE@JD
9ET AS WE VE SEEN THIS DEVELOPMENT ALSO BRINGS
SCALE FIGURES MAKES IT EASIER FOR NON DESIGNERS TO UNDERSTAND AND COMMENT ON WHAT THE DESIGN TEAM IS PROPOSING
$IGITAL METHODS ARE ALSO BEING PUT TO USE BY CON
GAMES MOVIES AND ADVERTISING CONDITION THEM TO
WELL
EXPECT IT IN DESIGN v HE SAYS 0ROVIDING THAT LEVEL OF
I<MFCLK@FE@Q@E> ;<J@>E 8E; ;<C@M<IP
%XCEPT FOR ITS FLIRTATION WITH POSTMODERNISM IN THE
WITH IT A NEW RESPONSIVENESS TO CLIENTS AND A NEW
DETAILÂ&#x2C6;hNOT JUST THE BUILDING BUT ALSO ITS OCCU
/NE OF THE POTENTIALS OF DIGITAL METHODS THAT COULD
EIGHTIES ARCHITECTURE HAS LARGELY ADHERED TO THE
POTENTIAL TO INTEGRATE THE WORK OF EVERY PARTICIPANT
-ATTHEW 2ICHARDSON IS A JOURNALIST BY TRAINING AND A STUDIO COORDINA
PANTS THE LANDSCAPING THE WAY THE LIGHT WORKS OR
HAVE A LONG TERM POSITIVE IMPACT ON THE BUILDING
MODERNIST PROGRAM FIRST SET OUT IN 7ESTERN %UROPE
IN THE BUILDING DESIGN AND DELIVERY PROCESS 3AN
TOR BY AVOCATION "ASED IN #HICAGO HE COVERS DESIGN AND OTHER TOPICS
THE SUN HITS IT IN THE MORNING OR AFTERNOONvÂ&#x2C6;TAKES
INDUSTRY IS THEIR CAPACITY TO INTEGRATE THE WORK
SOME YEARS AGO 4HE FINAL DECADE OF THE LAST CEN
*OSE !IRPORT S NEW TERMINAL SHOWS HOW THIS MOVE
FOR $IALOGUE 'ENSLER´S !NNA 3INGZON %RIC 3TULTZ AND *ORDAN 'OLDSTEIN
TIME AND REQUIRES MORE COMPLEX SOFTWARE AND
OF ARCHITECTS AND ENGINEERS WITH FABRICATORS AND
TURY SAW ARCHITECTS EXPERIMENTING WITH NEW MATERI
MENT ORIGINALLY LIMITED TO A HANDFUL OF CULTURAL
ALSO CONTRIBUTED TO THIS ARTICLE
4HE 3AN *OSE BASED TERMINAL DESIGN TEAM DRAWN FROM 'ENSLER AND THE
!N EXAMPLE OF THE DIGITALLY GENERATED ANIMATION USED TO CREATE
$IGITAL DESIGN CAN ALSO PRODUCE ELEVATIONS OF THE BUILDING A TRADITIONAL
4ET 4AKII USES A HAND BUILT MODEL TO STUDY HOW TWO DIFFERENTLY SHAPED
%ARLY PAPER STUDY MODEL OF THE EXTRUDED SHAPE OF THE NEW TERMINAL
$ESIGNER "EN 7ARD USES DIGITAL METHODS TO PRODUCE AN AXONOMETRIC
3TEINBERG 'ROUP
AIRPORT USER SCENARIOS
ARCHITECTURAL DRAWING
STRUCTURES RELATE TO CREATE A SENSE OF DIRECTIONAL FLOW BETWEEN THEM
SHOWN AS FURTHER DEVELOPED IN THE BIRDSEYE PERSPECTIVE ABOVE
DRAWING OF THE NEW TERMINAL
NEWS VIEWS
/N THE -AP 3TAFFORD #ENTRE (OUSTON 48
4HE SMALL MOSTLY INDUSTRIAL CITY OF 3TAFFORD POP ONLY MILES SOUTHWEST OF (OUSTON HAS RECAST ITSELF AS A CULTURAL DES TINATION THANKS TO 3TAFFORD #ENTRE ITS NEW PERFORMING ARTS COMPLEX AND CONVENTION CENTER 0OSITIONING ITSELF AS hTHE OTHER VENUE v 3TAFFORD HAS EMERGED AS THE PLACE IN 'REATER (OUSTON FOR CONCERTS AND BIG MEETINGS ALIKE h7E NOW HAVE A TOWN CENTER THAT S lTTING FOR ANY EVENT v SAYS -AYOR ,EONARD 3CARCELLA h'ENSLER S DESIGN MET ALL OF OUR VARIED NEEDS /UR COMMUNITY IS REAPING THE BENElTS v
Ã&#x2C6;9FK? @EJK8CCD<EKJ F= CF>@: GLJ? K?< ;<J@>E <EM<CFG<%Ã&#x2030;
! 7INNING #OMBINATION
! +INDER #OURTHOUSE
("& ,OGIC 3ERIES
-ANCHESTER -AGISTRATES´ #OURT 5+
'ENSLER S 3TEVE -EIER AND 'EORGE -ILLER 2AMOS
)N DESIGNING THE -ANCHESTER -AGISTRATES #OURT
TEAMED UP WITH FURNITURE MAKER ("& TO CREATE
'ENSLER AIMED TO TAKE ALL THINGS STUFFY AND INTIMI
TWO NEW LINES OF OFFICE FURNITURE THAT ADDRESS THE
DATING OUT OF THE COURT GOING EXPERIENCE 3TREET
CONSTANT PRESENCE OF TECHNOLOGY IN THE WORKPLACE
LEVEL RETAIL OUTLETS HUMANIZE THE SPACE AND A
%ACH OF THEIR CREATIONS WON A "EST OF .EO#ON
GLASS COVERED ATRIUM hSTREETv ORIENTS COURT USERS
'OLD !WARD 4HEY INCLUDE ,/')#MEET CONFERENCE
AND BRINGS THEM TO THE PUBLIC HEART OF THE BUILD
TABLES AND ACCESSORIES AND ,/')#WORK SCALABLE
ING 0UBLIC AND PRIVATE FUNCTIONS ARE ORGANIZED
WORKSTATIONS AIMED AT PROGRESSIVE PROFESSIONAL
VERTICALLY AROUND THIS LIGHT FILLED ATRIUM WHICH
SERVICE FIRMS 7HAT IMPRESSED THE JUDGES WAS THEIR
BOTH SEPARATES AND CONNECTS THOSE FUNCTIONS
SLEEK MINIMALIST AESTHETIC AND THEIR ABILITY TO
&EATURES SUCH AS GLASS FLOORED LANDINGS MAKE THE
HANDLE EVERY IMAGINABLE CABLE GADGET AND ACCES
COMPLEX EASY TO NAVIGATEÂ&#x2C6;WITHOUT COMPROMISING
SORY WITH APLOMB
SECURITY OR PEOPLE S ACCESS TO LIGHT AND VIEWS
Â&#x2C6;$IANA -OSHER IN #ONTRACT -AGAZINE
6ILLAGE ON THE 2IVER 'ALLUP (EADQUARTERS /MAHA .%
!S A PRODUCTIVITY PERFORMANCE AND OPIN ION POLLING CONSULTANT FOR A WIDE RANGE OF WORLD CLASS CLIENTS 'ALLUP KNOWS THE VALUE OF A WELL DESIGNED WORKPLACE &OR THEIR NEW HEADQUARTERS ON THE -ISSOURI 2IVER 'ENSLER FOCUSED ON THE IDEA OF INTEGRATION A CONCEPT CENTRAL TO 'ALLUP S PHILOSOPHY 4HE IDEA IS TO lT THE 'ALLUP COMMUNITYÂ&#x2C6;ITS DIFFERENT DEPARTMENTS WITH THEIR SEPARATE NEEDSÂ&#x2C6;INTO A VILLAGE LIKE COMPLEX THAT IS DEVELOPED AS hSEPARATEv BUILDINGS THAT FORM A VILLAGE THAT THE ENTIRE 'ALLUP COMMUNITY CAN RELATE TO )T COMBINES 'ALLUP 5NIVERSITY AND HEADQUARTERS FACILITIES SUPPORTED BY AMENITIES AND SER VICES INCLUDING A CHILDCARE CENTER
NEWS VIEWS (OME IN THE (EARTLAND 5NION 0ACIFIC #ENTER /MAHA .%
5NION 0ACIFIC S NEW MILLION SQ FT HEADQUARTERS RECENTLY CELEBRATED ITS GRAND OPENING IN DOWN
4HREE OUT OF 4EN
TOWN /MAHA 5NION 0ACIFIC HAS BEEN A MAINSTAY
))$! ±4EN TO 7ATCH² #OMPETITION
IN THE CITY FOR YEARS SO ITS CITIZENS TURNED OUT IN FORCE TO CHEER THIS PROGRESSIVE NEW BUILD
4HREE 'ENSLER DESIGNERS ARE AMONG THE h4EN 4O
ING DEVELOPED BY (INES AND DESIGNED BY 'ENSLER
7ATCHv FUTURE DESIGN LEADERS SELECTED BY THE
$OING THE HONORS WERE /MAHA -AYOR -IKE &AHEY
)NTERNATIONAL )NTERIOR $ESIGN !SSOCIATION ))$!
5NION 0ACIFIC #HAIRMAN #%/ $ICK $AVIDSON AND
-ARK "RYANT 'ENSLER ,OS !NGELES -ELISSA -IZELL
.EBRASKA 'OVERNOR -IKE *OHANNS BELOW LEFT TO
'ENSLER 3AN &RANCISCO AND 0ETER 7ANG 'ENSLER
RIGHT WHO RANG HISTORIC LOCOMOTIVE BELLS TO CEL
.EW 9ORK WERE CHOSEN FOR THIS HONOR BASED ON
EBRATE ITS COMPLETION
THEIR PROJECT WORK THEIR SERVICE TO THE COMMUNITY AND OR ))$! AND THEIR COMMITMENT TO THE PROFES SION %.-!8 'ENSLER S 3AN &RANCISCO OFFICE AND THE ).' $IRECT #AFÏ ARE A FEW OF THE DOZENS OF CELEBRATED PROJECTS THAT HAVE BENEFITED FROM THEIR DESIGN EXPERTISE -ARK -ELISSA AND 0ETER WERE RECOGNIZED AT SEPARATE AWARDS CEREMONIES HELD BY THEIR LOCAL ))$! CHAPTERS h4HESE YOUNG DESIGNERS GIVE THE PROFESSION MUCH TO LOOK FORWARD TO v SAID ))$! S #HERYL 3 $URST
4HE MILLION HEADQUARTERS PROVIDES A CONSOLI DATED WORKPLACE FOR EMPLOYEES RELOCATING FROM 3T ,OUIS AND FROM ACROSS /MAHA )TS UNIQUE CUBE SHAPE WRAPS SQ FT OFFICE FLOORS SIZED FOR 5NION 0ACIFIC S LARGE DEPARTMENTS AROUND A FULL HEIGHT STORY ATRIUM THAT GIVES EVERY EMPLOYEE ACCESS TO LIGHT AND VIEWS &EATURES LIKE FOOT CEILING HEIGHTS GLARE REDUCING INDIRECT PEN DANT LIGHTING AND AN ENERGY EFFICIENT UNDER FLOOR AIR SUPPLY MAKE FOR A PRODUCTIVE AND SUSTAINABLE WORKPLACE FOR 5NION 0ACIFIC AND ITS EMPLOYEES
"RINGING THE /UTDOORS )N .OKIA 0RODUCT 2ESEARCH #ENTER 6ANCOUVER "# #ANADA
7HERE 3EABISCUIT 2ACED
! WALK DOWN THE HALL CAN FEEL LIKE A WALK IN THE
0ARK 0LACE AT "AY -EADOWS 3AN -ATEO #!
WOODS AT THE .OKIA 0RODUCT 2ESEARCH #ENTER 5SING LOCAL MATERIALS AND CRAFTSMANSHIP 'ENSLER INFUSED
/NCE THE PRACTICE TRACK AND STABLES AT "AY -EADOWS WHERE 3EABISCUIT RACED 0ARK 0LACE AT "AY -EADOWS
THE SPIRIT OF 6ANCOUVER INTO ITS INTERIORS (ALLWAYS
MILES SOUTH OF 3AN &RANCISCO IS A UNIQUE SUBURBAN REDEVELOPMENT PROJECT 'ENSLER APPLIED h.EW
LINED WITH PANELS OF INDIGENOUS WOODS AND CAST GLASS
5RBANISTv PRINCIPLES TO ITS MASTER PLANNING CREATING A COMMUNITY FOCUSED MIXED USE SETTING THAT WON
INSPIRED BY FALLING RAIN BLUR THE LINE BETWEEN INDOORS
THE h"EST 2EDEVELOPMENTv 'OLD .UGGET !WARD FROM THE 0ACIFIC #OAST "UILDER S #ONFERENCE )TS FOCAL
AND OUT ,OCAL NATIVE TRIBAL ART ELEMENTS CAN BE SEEN
POINT IS A TOWN hCOMMONSv ,INEAR 0ARK THAT INCLUDES SUCH AMENITIES AS AN INTERACTIVE FOUNTAIN PLA
IN TEXTILES AND IN THE LATTICE SCREENS USED AS MOBILE
ZAS AND TREE SHADED SEATING AREAS 2ETAIL RESIDENTIAL AND OFFICE SPACE A FITNESS CLUB AND THE 3AN -ATEO
WALLS THROUGHOUT THE SPACE #OMMON AREAS ARE DE
0UBLIC ,IBRARY ARE LAYERED VERTICALLY IN FOUR h#ALIFORNIA TRADITIONALv STYLE BUILDINGS TWO TO FOUR STORIES
SIGNED TO GET CONVERSATIONS GOING EITHER OUT IN THE
HIGH 7ITH MUCH OF THE PARKING ACCOMMODATED IN AN UNDERGROUND LEVEL BELOW THE BUILDINGS THE VISUAL
OPEN OR SEATED IN THE CORNER AMIDST FLOOR TO CEILING
IMPACT OF AUTOMOBILES IS MINIMIZED ! UNIFYING ARCADE THE OUTDOOR EXTENSION OF 0ARK 0LACE S RESTAU
TREE TRUNKS ! SKYLIT CENTRAL STAIRCASE CONNECTS THE
RANTS AND CAFÏS ADDS TO ITS PEDESTRIAN FRIENDLY ATMOSPHERE
THREE FLOORS WITH A PANTRY AND LOUNGE TO MAKE IT A HUB FOR COMMUNICATION AND INFORMAL ENCOUNTERS
NEWS VIEWS
-OST !DMIRED !GAIN #ONTRACT -AGAZINE !NNUAL &IRM 3URVEY
(
7HEN #ONTRACT -AGAZINE S ANNUAL SURVEYÂ&#x2C6;NOW IN ITS SECOND YEARÂ&#x2C6;NAMED 'ENSLER THE MOST ADMIRED NATIONAL INTERNATIONAL
DESIGN FIRM FOR THE SECOND YEAR IN A ROW WE WERE BEYOND FLATTERED 4HE MAGAZINE
.EW *+& DIGS FOR *ET"LUE
-AKING THE 'RADE
*ET"LUE 4ERMINAL *&+ )NTERNATIONAL !IRPORT .EW 9ORK
#Y &AIR #OLLEGE (OUSTON 48
POLLED SOME ARCHITECTS AND DESIGNERS TO DETERMINE THE QUALITIES THEY MOST ADMIRE IN A DESIGN FIRM AND WHICH FIRMS THEY MOST
*ET"LUE TAKES YOU COAST TO COAST FOR AS LITTLE AS
(OUSTON S #Y &AIR #OLLEGE WAS HONORED BY THE
Â&#x2C6;IN STYLE 7E RE DESIGNING THEIR NEW TERMI
3OCIETY FOR #OLLEGE AND 5NIVERSITY 0LANNING
NALÂ&#x2C6;LOCATED NEXT TO %ERO 3AARINEN S ICONIC 47!
3#50 AND THE !MERICAN )NSTITUTE OF !RCHITECTS
TERMINAL AT .EW 9ORK S *&+Â&#x2C6;IN THE SAME SPIRIT
#OMMITTEE ON !RCHITECTURE FOR %DUCATION RECEIVING
h*ET"LUE S NEW TERMINAL S DESIGNED FOR A POST
ONE OF FIVE NATIONAL AWARDS FOR NEW CAMPUS PLAN
WORLD BUT ITS VIEWPOINT IS STRICTLY *ET !GEÂ&#x2C6;THAT
NING !GREEING THAT 'ENSLER MET ITS DESIGN GOAL OF
FLYING SHOULD BE AN AFFORDABLE PLEASURE v SAYS
CREATING A CAMPUS AND TOWN CENTER THAT WOULD
FREQUENT FLYER !RT 'ENSLER h4HE GOAL IS TO PROVIDE
ENRICH THE LIVES OF BOTH COMMUNITY MEMBERS AND
THE SAME EFFICIENT AND ENJOYABLE EXPERIENCE THAT
STUDENTS THE JURY PRAISED OUR PLANNING AND DESIGN
DEFINES *ET"LUE v
TEAM LED BY 'ENSLER S $AVID #ALKINS FOR GIVING THE NEW CAMPUS A CENTRAL CORE THAT BALANCES THE NEEDS
ADMIRE BASED ON THOSE QUALITIES 4HIS YEAR #ONTRACT ADDED A NEW CATEGORY AND 'ENSLER WAS NAMED THE MOST ADMIRED REGIONAL FIRM AS WELL 2ESPONDENTS DESIGNATED hDESIGN CAPABILITYv AS THE MOST IMPORTANT QUALITY IN A DESIGN FIRM A CATEGORY IN WHICH 'ENSLER SCORED HIGH !LMOST PERCENT OF THOSE POLLED ALSO ADMIRED 'ENSLER FOR ITS CULTURE #ONTRACT SAID hSUGGESTING THAT MANY RESPON DENTS THINK 'ENSLER IS A GOOD PLACE TO WORK v 7E THINK SO TOO
OF THE #OLLEGE AND THE #Y &AIR COMMUNITY
&IT FOR A 1UEEN
(IGH 2OLLER
'#(1 #HELTENHAM 5+
,AS 6EGAS -ONORAIL ,AS 6EGAS .6
4HERE WAS POMP AND CIRCUMSTANCE TO SPARE WHEN 1UEEN %LIZABETH )) OFlCIALLY OPENED THE 'OVERNMENT #OMMUNICATIONS (EADQUARTERS '#(1 HOME OF THE 5+ S MAJOR INTELLIGENCE AND SECURITY ORGANIZATION $URING A TOUR OF THE FACILITY #HRIS *OHNSON EXPLAINED SOME
4HE NEW ,AS 6EGAS -ONORAIL OPENED THE FIRST PHASE OF ITS EXTENSION CONNECTING SEVEN RESORT PROPER TIES ALONG THE 3TRIP WITH THE ,AS 6EGAS #ONVENTION #ENTER h4HE -ONORAIL IS DESIGNED TO JUMP START A MORE COMPREHENSIVE PUBLIC TRANSIT SYSTEM FOR THE NATION S FASTEST GROWING CITY v SAYS 'ENSLER S *& &INN
DESIGN FEATURES TO (ER -AJESTY WHO GAVE THE NEW CAMPUS HER ROYAL NOD OF APPROVAL '#(1
h4HE FIRST PHASE STATIONS WERE AN OPPORTUNITY TO
PERSONNEL WHO HAVE BEEN WORKING THERE SINCE
CREATE A FEELING OF DYNAMISM AS WELL AS TO GIVE
3EPTEMBER ARE NODDING THEIR APPROVAL
RIDERS ANOTHER WAY TO EXPERIENCE THIS VIBRANT CITY v
AS WELL h7E ARE NOW A UNIlED JOINED UP
&INN ADDS 4HE NEXT PHASE WILL EXTEND THE -ONORAIL
ORGANIZATION PREPARED TO RESPOND TO ST #ENTURY NATIONAL SECURITY THREATS v SAID '#(1 "USINESS #HANGE -ANAGER !LAN 'REEN
DOWNTOWN TO HELP REVITALIZE THE AREA BY MAKING IT MORE ACCESSIBLE FROM ACROSS ,AS 6EGAS !N EXTEN SION TO THE CITY S -C#ARRAN !IRPORT IS ALSO PLANNED
DESIGNER´S NOTEBOOK ; 2!,0( -/#%2)./ =
'ENSLER 'ENSLER IS A GLOBAL ARCHITECTURE DESIGN PLANNING AND CONSULTING FIRM WITH OFFICES IN THE 53! 7ESTERN
#AR 4ALK "Y 2ALPH -OCERINO
%UROPE AND %AST !SIA 'ENSLER S $IALOGUE MAGAZINE PUBLISHED TWICE A YEAR FOCUSES ON DESIGN S CONTRIBU TIONS TO PERSONAL AND ORGANIZATIONAL PERFORMANCEÂ&#x2C6;ITS POWER TO TRANSFORM ;@8CF>L<
4HE #USTOMER 3ATISFACTION )NDEX HAS MADE RETAILERS OF THE
%DITOR *OHN 0ARMAN
AUTO INDUSTRY ALTHOUGH IT S ALWAYS HAD AN EMOTIONAL CON
!RT $IRECTOR 3USAN -ERRELL "ETTY (O
NECTION WITH ITS CUSTOMERS 4HEY SAY THAT YOU DRIVE YOUR
-ANAGING %DITOR *ANE !RIYOSHI 2ACHEL &LANAGAN
PERSONALITY SO A CAR OR A TRUCK BECOMES PART OF WHO YOU
0HOTO %DITOR "RIAN 0OBUDA
ARE 4HAT MEANS THAT THE AVERAGE DEALERSHIP IS SUPPORT
7RITERS ,ISA "EAZLEY !NDREW "LUM +ENNETH #ALDWELL 2ACHEL &LANAGAN 'ERRY +HERMOUCH
ING SOMETHING THAT S VERY NEAR AND DEAR TO THE CUSTOMER S
"ARBARA -C#ARTHY -ATTHEW 2ICHARDSON AND $AVID 3OKOL
HEART 0EOPLE FORM AN OPINION ABOUT A DEALERSHIP FROM THEIR FIRST
%DITORIAL "OARD !RT 'ENSLER $AVID 'ENSLER 2OBIN +LEHR !VIA !DVISORS -ICHAEL "ODZINER *OHN "RICKER ,YN (OGAN 4ED *ACOBS #HARLIE +RIDLER *AN ,AKIN
ENCOUNTER )T S A RELATIONSHIP THAT S RENEWED AGAIN AND AGAIN AND NOT JUST OVER THE LIFE OF THE VEHICLE 3O IT S A KEY PART OF THE CONNECTION THAT PEOPLE MAKE WITH THE CARS OR TRUCKS THEMSELVES AND WITH THE BRAND
G?FKF>I8G?P :I<;@KJ
)NSIDE #OVER 3HERMAN /AKS 'ALLERIA BY %RIC 3ANTUCCI P 'ETTY )MAGES
4EN YEARS AGO BUYING A CAR OR TRUCK AND GETTING IT SERVICED
P $ROP3HOP BY 3HERMAN 4AKATA 'ENSLER
WAS AN EXPERIENCE DICTATED BY DEALERS AT THE LOCAL LEVEL
P 7ACHOVIA BY $AVID *OSEPH
-ANY OF THEM DID A GREAT JOB BUT THERE WAS STILL A HUGE
P !MERICAN 'IRL 0LACE ¤ BY -ICHELLE ,ITVIN
DISCONNECT BETWEEN THE BRAND AND THE CUSTOMER S EXPERI
P 4OY S h2v 5S BY #HRISTOPHER "ARRETT (EDRICH "LESSING
ENCE OF IT 3HOWROOMS AND SERVICE BAYS OFTEN DID NOTHING
P 4OP (OSHIGAOKA 4ERRACE BY *EFF (ALL 'ENSLER
AT ALL TO SUPPORT THE RELATIONSHIPS
P 3HERMAN /AKS 'ALLERIA BY %RIC 3ANTUCCI
4HAT S CHANGINGÂ&#x2C6;ON A GLOBAL SCALE $EALERS ARE TRANSFORM ING THE RETAIL SERVICE SIDE OF THE INDUSTRY INTO A BRANDED PLATFORM FOR MAKING AND BUILDING CUSTOMER RELATIONSHIPS 4HE REASONS FOR THIS ARE HIGHER SALES AND REPEAT BUSINESS
P %LECTRONIC !RTS BY 3HERMAN 4AKATA 'ENSLER P #OMPASS BY 4IMOTHY 3OAR P ."! BY .ICK -ERRICK (EDRICH "LESSING P n !BSOLUT BY .ICK -ERRICK (EDRICH "LESSING P n 0INK 2OLLOUT BY %RIC 3ANTUCCI
#ARS ARE CONSTANTLY RESTYLED TO CONVEY AN UPDATED MESSAGE
P 6ICTORIA S 3ECRET %STO 0HOTOGRAPHICS )NC
4HE SHOWROOM HAS TO ALIGN WITH THEM SO WE DESIGN IT AS
P n *OCKEY BY 7AYNE #ABLE
A KIND OF STAGE SETÂ&#x2C6;ONE THAT CAN CHANGE READILY WITH THE
P 3AN *OSE !IRPORT TEAM BY "RIAN 0OBUDA 'ENSLER
TIMES *UST LIKE A CAR THE CHASSISÂ&#x2C6;THE BRICKS AND MORTARÂ&#x2C6;
P 3TAFFORD #ENTER BY *OE !KER OF !: 0HOTOGRAPHY
SHOULDN T HAVE TO CHANGE VERY MUCH TO ACCOMPLISH THIS
P ("& ,/')#WORK BY *IM (EDRICH (EDRICH "LESSING
7HEN ) DESIGN A DEALERSHIP ) M CREATING A PLACE THAT HAS TO ALIGN THE BRAND WITH EVERY CUSTOMER S CULTURE AND MIND SETÂ&#x2C6;WHETHER SHE S IN /HIO OR HE S IN "ALI 4HE CARS AND TRUCKS SOLD TODAY ARE TRULY GLOBAL 4HE AUTO INDUSTRY IS A WORLDWIDE BUYER OF PRODUCTS SERVICES AND LABORÂ&#x2C6;ONE OF THE ENGINES OF ALMOST EVERY LOCAL ECONOMY
P -ANCHESTER -AGISTRATES #OURT BY "ERNARD 2OSE 0HOTOGRAPHY P 'ALLUP BY 4OM +ESSLER +ESSLER 0HOTOGRAPHY P 0ARK 0LACE "AY -EADOWS BY 3HERMAN 4AKATA 'ENSLER P .OKIA BY .IC ,EHOUX P 5NION 0ACIFIC 2AILROAD BY "RIAN 0OBUDA 'ENSLER P #OURTESY OF '#(1 #ROWN #OPYRIGHT P #Y &AIR #OLLEGE BY *OE !KER OF !: 0HOTOGRAPHY
!ND WHILE ) WORK ALL OVER THE WORLD ) LIVE IN -OTOR #ITY
P ,AS 6EGAS -ONORAIL BY BY .ICK -ERRICK (EDRICH "LESSING
HOME OF AN INDUSTRY THAT S USED TO MAKING RAPID DECISIONS
P 2ALPH -OCERINO BY 'LENN 4RIEST
WITH ENORMOUS CONSEQUENCES $EALERSHIPS ARE PART OF THAT OF COURSE AND WE VE LEARNED TO MOVE VERY FAST "EING
$IALOGUE IS PRODUCED BY 'ENSLER #OMMUNICATIONS © 'ENSLER
HERE KEEPS ME IN TOUCH WITH THAT -AYBE IT ALSO HELPS ME
4O COMMENT OR SUBSCRIBE PLEASE WRITE TO US AT DIALOGUE GENSLER COM
STAY CALM AND FOCUSED AND MAKE FULL USE OF MY COLLEAGUES IN EVERY FAST MOVE WE MAKE 7HEN THINGS ARE
0RINTED BY !MBASSADOR 0RESS )NC WITH SOY INKS ON RECYCLED PAPER
QUICK AND CHAOTIC CALM COUNTS FOR A LOT
'ENSLER 0RINCIPAL 2ALPH -OCERINO LEADS OUR AUTOMOTIVE INDUSTRY FOCUSED RETAIL STUDIO IN $ETROIT
'ENSLER !RCHITECTURE $ESIGN 0LANNING 7ORLDWIDE
!MSTERDAM ., !RLINGTON 6! !TLANTA '! "ALTIMORE -$ "OSTON -! #HARLOTTE .# #HICAGO ), $ALLAS 48 $ENVER #/ $ETROIT -) (OUSTON 48 ,A #ROSSE 7) ,ONDON 5+ ,OS !NGELES #! -ORRISTOWN .* .EW 9ORK .9 .EWPORT "EACH #! 3AN &RANCISCO #! 3AN *OSE #! 3AN 2AMON #! 3EATTLE 7! 3HANGHAI 02# 4OKYO *0. 7ASHINGTON $#
&OR MORE INFORMATION WWW GENSLER COM