Gensler retail reseach d9 02 05 2008

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! 'ENSLER 0UBLICATION

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&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

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!"/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

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%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

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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

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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

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$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

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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

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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

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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

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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

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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

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TWO DIMENSIONAL DRAWINGS AND MEMOS WRITTEN IN

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! 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