Stmg vmsd 201409

Experience Retail Now SEPTEMBER 2014

vmsd.com Ju ly 2 0 0 8

Hats Off

Saks Fifth Avenue heads VMSD’s Renovation Competition

VMSD names Walgreens Retailer of the Year Minerva Canna Group’s highstyle marijuana dispensary A fresh look at millennials

EVE

Presenting sponsor at the 14th annual International Retail Design Conference, September 3-5, at the iconic Fontainebleau Miami Beach

Showroom: 121 West 27th Street, 2nd Floor, NYC 866.645.7032 ext. 310 • mondomannequins.com

Some things never go right.

Some things come together in a Snap!

Even when other things don’t go as planned, you can rely on Snap! With fast, easy assembly (no tools!) and unparalleled durability, it’s the pop-up display system that will be the unsung hero of your next trade show.

Assemble. Display. Pack. Repeat.

• Install in minutes; no tools required • No mounting to walls • Shelving options for virtually any type of merchandise • Optional reusable packaging

Ready for dependable? Let’s talk.

www.optosystem.com 800 248 OPTO (6786)

Experience Retail Now

S ept emb er 2014 vol. 145, no. 9

contents

44

cOluMns 4

FrOm tHe eDItOr

6

VmSD eDItOrIAL ADVISOrY bOArD

8

tHe GOODS Two-Minute Tour: Houston Convenience stores Lululemon Southgate

56 SHOwrOOm

Lighting

71 AD INDeX 72 CHeCKING OUt

The High Road Design Studio’s Megan Stone

32

f e at u r e s 16

rOBust reinventiOn

Attention-grabbing projects from the winners of VMSD’s 2014 Renovation Competition.

32

the rOad tO happy and healthy

Walgreens’ prescription for success earns it the VMSD/Peter Glen Retailer of the Year honors.

44

high design

cOver stOry

a new perspective On Millenials

On page 16 VMSD’s Retail Renovation of the Year, Saks Fifth Avenue in Beverly Hills, melds an edgy New York aesthetic with laid-back California style in its new denim-focused D-Bar.

Minerva Canna Group’s refined ambience challenges views of marijuana dispensaries.

50

Interbrand Design Forum’s recent study examines Generation Y’s diversity.

phOtOgraphy: Bill waldOrf, KnOxville, tenn.

2 SEPTEMBER 2014 | vmsd.com

s tay cOnnec ted with vmsd On

INTRODUCING

B A R C E L O N A

601 WEST 26TH STREET, STUDIO 350, NEW YORK CITY, NY 10001 P. 212 366-9040 F. 212 366-9048 WWW.GOLDSMITH-INC.COM MANNEQUINS

FORMS

FIXTURES

FURNITURE

DECORATIVES

ACCESSORIES

ART

fe

from the editor

Wake-Up Call

our industry’s survival demands c-suite support.

Do you fret over job security? Despite an improving U.S. economy and rising sales, an undercurrent of anxiety pervades retail and, by extension, store design. It seems every few weeks I hear of another accomplished professional who has either lost his job or “voluntarily” transitioned to a new career. This disturbing trend begs the question: Are we looking at a temporary correction or witnessing the permanent decline of a proud and storied profession?

I spoke with Dan Butler, president, Maple Point Consulting and senior advisor, NRF, about this sensitive issue. Butler is a retail veteran with more than 30 years experience in retail management, operations and merchandising. His IRDC keynote session “Creating Support for Store Design in the C-Suite” focuses on understanding the scope of issues top-level executives face and how you can impact the conversation on design to advance your career, your company and the store design industry.

Butler observes a major disconnect between in-house and contract retail designers and the c-suite. He says executives have been consumed lately with other critical issues, like customer data breaches and mobile technologies. “It’s an area outside their skill set and it’s pulling their focus away even more from the conversation on store design,” Butler says.

“Promoting the importance of design has never been greater.”

So how do designers grab the busy executive’s attention? “Advocate differently,” Butler says. Seek out other executives in the organization who show an interest in design, and “deputize them as advocates for your cause.” That executive might be in marketing or technology or even finance. (You can bet your design dollars are being scrutinized like never before, too.) Once you gain her attention, invite her to industry events that focus on design or share information informally to remind her of the importance of store design.

That might take the form of simple marketing mateirdconline.com rials, for example. “Take a lead from the Internet and make them brief and direct and use lots of photos and illustrations,” Butler says. “People are time-starved. They’re looking for edited content.

‘What are the hot trends? What will improve my stores? What will help my sales?’”

In the face of tough challenges facing our industry, Butler remains its passionate champion. “We still have an important role and purpose in retail,” he insists. “I love store design. Store design matters.”

To learn more about Butler’s keynote address and register for IRDC, go to irdconline.com.

topic

4 SEPTEMBER 2014 | vmsd.com

11262 Cornell Park drive Cincinnati, oh 45242 P: 513.421.2050 / f: 513.421.5144 vmsd@stmediagroup.com / vmsd.com

Editorial Editor-in-Chief Patricia Sheehan patricia.sheehan@stmediagroup.com Art Director Don Heyl don.heyl@stmediagroup.com Assistant Editor Carly Hagedon carly.hagedon@stmediagroup.com New York Editor Eric Feigenbaum European Editor John Ryan, London Contributing Writers Robin Donovan, Steve Kaufman,

Lauren Mang, Gina Ragone, Betsy Smith, Julie Thompson, Sarah Whitman Contributing Photographer Richard Cadan

brand & bUsinEss dEvElopmEnt Senior VP/Group Publisher U.S. / Canada

Murray Kasmenn

murray.kasmenn@stmediagroup.com P: 770.578.2577

Senior Market Strategist

Ben Skidmore

ben.skidmore@stmediagroup.com P: 972.587.9064

International Market Strategist

Patricia Iannelli

patricia.iannelli@stmediagroup.com Via G. Rossini 16, 21100 Varese, Italy P: +39.0332.240285

Publishing & Brand Services Coordinator

Christine Lewis christine.lewis@stmediagroup.com P: 770.874.7834 C o r p o r at E President Tedd Swormstedt Senior VP Content Steve Duccilli

Audience Development Director Christine Baloga Production Coordinator Mark Kissling Book Division Director Mark Kissling Reprint Information 717-632-3535, ext. 8265

sUbsCription sErviCEs P.O. Box 1060, Skokie, IL 60076 P: (847) 763-4938 / F: (847) 763-9030 VMSD@halldata.com

introducing the Schläppi Aloof collection

147 West 25th Street New York, NY 10001 212.807.0499 www.dkdisplaycorp.com info@dkdisplaycorp.com

BONAVERI

SCHLAPPI NEW JOHN NISSEN TAILOR’S NY MD STUDIO

EAB

vmsd editorial advisory board

r e tai l e r s helene alland Store Design Manager The TJX Companies Inc.

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

tom BeeBe Creative Director W Diamond Group

traCey Finger Senior Manager Retail Creative Apple

Bevan Bloemendaal VP Global Environments and Creative Services Timberland

Jason Floyd Group Manager, WW Visual Merchandising Microsoft

Peter Burgoyne Design Director OTG Management

amy garrigan VP, Marketing and Brand Family Christian Stores

antonio Casas Director, Visual Merchandising/ISE The Home Depot

Beth harlor Associate Director – CBDi Design Procter & Gamble

david Curtis Director, Global Store Planning & Design Crocs Inc.

JaCk hruska Executive VP, Creative Services Bloomingdale’s

dawn Clark VP, Store Design Nordstrom Inc.

viCtor Johnson Director, Store Environment White House | Black Market

tim Cox Director, Creative Services Publix Super Markets matt davison Director, Store Design and Planning Kohl’s Department Stores steven derwoed VP, Store Design and Merchandising Macy’s Inc.

roBert Jordahl SVP, Store Planning & Construction Belk JeFFrey key Store Environment Manager Store Planning Lowe’s Companies Inc.

hak kim Director of Store Design The Children's Place kathleen kinCer Retail Interiors Manager McDonald’s USA Paul loux SVP, Global Architecture, Store Planning & Construction Marc Jacobs david meyer Design Lead Target david milne Director of Design, North America The Wendy’s Co. martin Perez Store Planning Director Liverpool Department Stores traCey Peters Sr. Manager, National Visual Holt Renfrew stePhanie PiCone VP, Marketing/Visual IZOD Retail ken Pray Director, Store Design The Kroger Co. gaBrielle rosi Senior Design Coordinator Whole Foods Market

kevin ruehle Store Layout, Senior Director, Prototype Design & Evolution Walmart Bill sleeth VP Design, Americas Starbucks Coffee Co. harry steen Creative Director Supervalu lee svet Manager, Global Retail Design Global Hershey Experience todd taylor Director of Design Darden Restaurants Inc. Jan triBBey VP, Store Design & Construction Victoria’s Secret Stores Limited Brands tim welsh Senior Director, Store Design & Planning Walgreens

de sig n / industr y Consu ltants

kraig kessel Co-Founder Kraido

miChael Bodziner Principal Gensler

miho koshidodowney Creative Director JGA

dirk deFenBaugh Managing Director Interbrand Design Forum Peter dixon Senior Partner, Creative Director Prophet

sharon lessard Owner share llc Paola marques Partner GH+A

Brian dyChes Partner, Digital Strategy & Experience Design

mJ munsell Principal, Retail Market Design Lead MulvannyG2 Architecture

viCki eiCkelBerger Executive Vice President Big Red Rooster

roByn novak Creative Managing Director FRCH Design Worldwide

eriC FeigenBaum Chair of Visual Merchandising LIM College

kevin o’donnell Founder Thread Collaborative

les hisCoe COO and Executive VP Shawmut Design and Construction

lee Peterson Executive VP, Creative Services WD Partners

david hogreFe Global Account Director Fitch

Brian shaFley President Chute Gerdeman

david kePron Creative Director, Brand Experience Studio Little

randall stone Senior Partner Lippincott raChel zsemBery Senior Associate Bergmeyer Associates Inc.

TG THE GOODS

Edited by Patricia Sheehan

Two-Minute Tour: Houston

The Pulse Downtown is undergoing revitalization. “About 220,000 people visit downtown every day,” says Angie Bertinot, director of marketing and urban development for The Houston Downtown Management District. “More than a million stay in downtown hotels annually.”

The “game-changer,” says David Kaplan, reporter for The Houston Chronicle, was the opening of Discovery Green five years ago, a 12-acre park with a lake, children’s play area, fountains, skating rink, dog runs and venues for public performances.

The Hotspots Despite Texas-size growth, retail hasn’t flourished downtown at the same rate as office buildings, hotels or even residential. The plan is for luxury retailing to Judith Von Hopf match the city’s above-average residential and tour8 SEPTEMBER 2014 | vmsd.com

ist demographics, says Bertinot, and to that end, the über-luxurious Hotel Allesandra is being built as part of the GreenStreet mixed-use development.

And a tax incentive program called The Downtown Living Initiative would restore the old retail hub at Main and Dallas streets.

Until that happens, the bellwether for luxury retail remains the 3 million-square-foot Houston Galleria. But the up-and-coming young neighborhood is Upper Kirby, near River Oaks, the city’s most plush address. Jonathan Adler has a furniture store there and Trader Joe’s moved into an old art deco movie theater. Kaplan says the Whole Foods store is the chain’s best performer in the state.

Obstacles/Opportunities Houston’s total retail sales for Q4 2013 were up 12.4 percent, and have jumped 5.7 percent year-to-date.

But those big numbers don’t seem to be producing concomitant retail growth. The Greater Houston Partnership reports, in its July 2014 “Economy at a Glance” study, “given the strength of the overall economy and the growth in local incomes, it’s surprising that retail employment has not grown faster. The Internet continues to siphon sales from traditional brick-and-mortar retailers.”

Houston is the site of the 2017 Super Bowl, and Kaplan says downtown will be the staging area for much of the tourist activity. That will almost certainly include new hotels and restaurants and maybe some retail growth, too. –Steve Kaufman

ho l b ox / sh u tter sto ck . com

France Display

The Numbers Even Houstonians wondered about being tagged “America’s coolest city” by Forbes. But Forbes said it saw a new aspect to the nation’s fourth-most populous city of 2.16 million – an annual 2.6 percent job growth, and 50,000 new residents in the past year, lowering the median age to 33. Young professionals have led the growth inside the I-610 loop. Houston’s core has added more multi-unit buildings over the past decade than New York, Los Angeles or Chicago; it has also attracted 400,000 new foreign-born residents since 2000, surpassing New York as the most racially and ethnically diverse city.

U NINSPIRED

BY FLOORING BR ANDS? US TOO. SO WE L AU NCHED A NE W ONE .

Aspecta is anything but another LVT supplier.

Metroflor are the only global specialists within LVT commercial flooring.

We were born out of two generations of knowledge, invention and pioneering.

So we know all about our industry as well as the specific needs of the retail sector.

Now, you don’t need us to tell you that LVT is the ideal choice for shopping and leisure environments. Its durability and longevity credentials are well established, its popularity understood. So what are we bringing to the table? (Or should that be floor?)

Well, we have developed an exclusive, striking choice of 105 innovative new wood, stone and abstract designs that cover all global contract colors.

We offer a wide range of embossed textures that give our LVT its natural look and set a new benchmark in detailing. And the fact is, nobody else does all that.

LVT from Aspecta, something familiar you’ve never seen before.

To order your samples visit: www.aspectaflooring.com Or call us now for more information at 855-400-7732 Ext 2019.

A NEW DIMENSION IN FLOORING

the goods

Cou r T e s y of 7 - e le v e n i nC .

TG

Does C-store stanD for Cuisine?

With so many cultural concerns colliding – the price of gas, cost of healthcare, the national waistline and dangers of cigarettes – the big c-store chains are trying to shed their “smokes and Cokes” image.

In fact, some are even searching for a new industry name. “We call our store a ‘neighborhood concierge,’” Jake Sharp, cofounder of a new drive-thru concept called the Cube (Norman, Okla.), told The Oklahoman this summer. The Cube’s customers will be able to order sandwiches, wraps and fresh-cut fruit from their smartphones, and have those

items waiting for pick-up.

QuikTrip Corp. (Tulsa, Okla.), with almost 700 locations in 11 Midwestern and Southern states, is rolling out a new concept called QT Kitchen, selling fresh sandwiches, salads, wraps and specialty coffees.

Last fall, 7-Eleven Inc. (Dallas) opened a sleek new concept in New York’s Financial District, with fresh, made-to-order sandwiches instead of Slurpees.

The objective is clearly to attract busy moms and health-conscious working millennials. But what about “Bubba,” the industry term for the core 18-to-

34-year-old blue collar regular?

“That’s the biggest challenge,” says Kraig Kessel, cofounder of the San Francisco-based retail design consultancy Kraido, “attracting new customers without losing the core market.” Or, as Kessel advises clients, “Keep to the core but appeal to more.”

Today’s competition is coming from other sectors, like the best of the quick serve chains and Walgreens (Deerfield, Ill.), which is filling some of its urban flagship locations with coffee bars, fresh salads, sandwiches and even sushi.

C-stores offer made-to-order meals, have moved cigarettes behind the counter and deep-sixed the big Marlboro sign over the cashwrap. In their place: flavored e-cigarettes.

But where will “Bubba” go for his roller dog and beer, cigarettes and Snickers bar?

“We’re finding that as long as Bubba can get his Copenhagen chaw and his lottery ticket, Bubba is still going to come in,” Kessel says. “He doesn’t care if there’s a fresh salad next to the roller dog. He’ll search out the roller dog.” –Steve Kaufman

Inspired by the food-truck trend of recent years, SunsTruck launched this summer in New York, the brainchild of husbandand-wife team Shaun and Rachel Moss.

The sunglass store-on-wheels delivers an array of moderately priced, high-end styles, including vintage frames, an eponymous SunsTruck collection of sustainably sourced bamboo frames and the work of up-andcoming designers.

The Mosses recruited Brooklyn-based Square Design to bring the concept to life – converting a 1997, 14-foot-long Grumman step van. The truck’s custom-designed interior is fitted with stained oak panels highlighted with horizontal gradient lighting that reflects the “sunset” in the SunsTruck’s red, yellow and orange logo. To ensure that merchandise stays in place while the truck 10 SEPTEMBER 2014 | vmsd.com

Con or H a r ri G a n , ne w yo rk

sunny Delight

is moving, surgical tubing is used to fasten product into light box displays.

SunsTruck can be found at sunny spots in and around New York, including Coney Island, Brooklyn music festivals and Rockaway Beach. When the weather turns cold, the store-truck will head south to warmer climes. –PS

Correction The article “Retail Revolution” on pp.

18-24 of VMSD’s August 2014 issue incorrectly identified the designer of the Ash Footwear store concept as Ash Design.

The correct name of the New York-based design firm is Howard Ash Inc.

ST OR EF RO NT

FR AM IN G EN TR AN CE S CU RTAIN WA LL WI ND OW S K AW NE ER .C OM

LS MP OS ITE PA NE AL UM IN UM CO LO R PR OG RA MS CO E AT OR RP CU ST OM CO ISH ES DE SIG N LIN E FIN PA NE LS ™ SE LF -C LE AN IN G EC OC LE AN M CO D. ON RE YN OB

Shopping For A Better Image?

Check Out These Brands.

What does your storefront say about your brand? In shoppers’ eyes, the answer is “everything.” So make your first impression count with Kawneer and Reynobond® products and solutions. Kawneer’s high-performing product portfolio includes enviable entrances, stylish windows and dramatic framing and curtain wall systems.

When used with Reynobond’s formable, durable and easy-to-install aluminum composite panels—available in nearly limitless colors and many attractive finishes—it’s easy to create a dynamic façade customers can’t ignore.

To learn more, visit kawneerandreynobondretail.com or call 832.764.0112.

©2014 Alcoa. Reynobond® is a registered trademark and EcoClean™ is a trademark of Alcoa Inc.

the goods

R i c h a R d c adan , Fai R Fi el d, co n n .

TG

Get Your Game on Beautiful, dramatic LED lit departments TRINITY can help you with simple, low-cost “task” lighting solutions—LED Lit Cornices, Retrofit Undershelf LED Lights, LED Panels as well as other customized LED solutions.

VMSD’s International Retail Design Conference is the go-to event with an all-star lineup of great speakers representing today’s biggest brands (Starbucks, Puma, Walgreens, Godiva and Saks Fifth Avenue, just to name a few). It also offers attendees plenty of opportunities to network with peers and industry professionals at the retro-glamorous Fontainebleau Miami Beach.

The Iron Merchant Challenge + Cocktail Party

topic irdconline.com

Wednesday, Sept. 3, 5:00 – 7:00 p.m.

Camp and commerce come together at IRDC’s fiercely fun visual merchandising competition. This year’s “secret ingredient” will demand creative genius and smooth dexterity to balance both a glue gun and cocktail glass.

IRDC Party, Wynwood Kitchen & Bar Please call or write: RANDY RILEY Partner/President Office: 732-549-2866, x 248 Mobile: 973-769-2308 Email: rriley@trinityinstore.com Web: www.trinityinstore.com

Thursday, Sept. 4, 5:30 – 8:30 p.m.

TRINITY, LLC 60 Leonard St. Metuchen, NJ 08840

For more on IRDC, visit irdconline.com

Following our tour of Miami’s new retail-rich Design District, join us in the heart of the Wynwood Arts District for drinks and nibbles, surrounded by large-scale, original street art.

the goods

An Artful Façade The imposing graphic façade of the new Lululemon store in Edmonton’s (Alberta) Southgate Centre mall creates a welcoming impression of authenticity and community pride while underscor-

mon (Vancouver) interiors team, the 380-square-foot façade comprises wood panels sandblasted with an intricate collage of locally-inspired imagery including trees, rivers, joggers and several Edmonton landmarks.

Lululemon hired Great Lakes Woodworking (Detroit) to execute Blower’s vision into a custom sandblasted piece using a natural material palette. The varied illustrations etched into the wood encourage passersby to stop, look and even touch the tactile art.

Says Emily Robin, store design lead, Lululemon Athletica, “I know design is successful when it starts a conversation or is able to bring up memories for the people viewing it, and Jason Blower’s … graphic did exactly that.” –PS

ing the athletic wear brand’s affiliation with yoga, harmony and balance.

Designed by local illustrator Jason Blower, in collaboration with Quadrangle Architects (Toronto) and the Lulule-

A ndrew L AT re i LL e , L AT rei LLe de LAG e Ph oToG rA Ph y, VAn cou V e r

TG

Š 2014 Shaw, A Berkshire Hathaway Company

design is contrast

shawhardsurface.com

RETAIL RENOVATION COMPETITION

B i ll Wa ldo rf, Kn oxv i ll e, T e nn.

Robust Reinvention

This page This winning Saks renovation in Beverly Hills

included an upstairs men’s shoe department, the largest in any of its locations to-date. To give the existing chandelier an edgy feel, a large mirrored display was placed underneath the fixture in addition to frosted glass panels along the walls, reflecting fractal shards of light.

16 SEPTEMBER 2014 | vmsd.com

before

This year’s competition showcased refreshed and fortified brand identities.

By Carly Hagedon, Assistant Editor

RETAIL RENOVATION OF THE

YEAR RenovaTion – DepaRTmenT SToRe

The Fifth avenue man/D-Bar

RETAIL Saks Fifth Avenue, RENOVATION SuBMiTTEd By:

NewTHE york OF

YEAR

RETAIL RENOVATION OF THE

YEAR

FIRST PLACE

Prior to realizing its potential as retail space, HONORABLE Saks had used the basement in its Beverly Hills men’s apparel location for storage. WhenMENTIONS the company decided to repurpose the area, “the biggest challenge was getting people downstairs,” says Harry Cunningham, svp, store planning and design, Saks Fifth Avenue (New York). “We had an elevator, but we didn’t think that was enough … which is where [building] the staircase came in.”

The main floor was strategically opened for the stairwell next to a large window to provide visibility into the lower level and allow for natural light. The staircase, from the start HONORABLE of install to completion, took three months to build and features a hand-wrapped leather rail, sewn on-site by artisans.

MENTION Saks’ John Allan’s mens grooming salon and a denim bar, dubbed D-Bar, inhabits the newly opened space. Along with a myriad of denim brands, the D-Bar houses a pool table and a functional bar that serves refreshments.

A driveway material comprises most of the floor. “It had to be poured constantly, there was no stop-start,” Cunningham says. “It was a long process and we just had to go for it and hope for the best.” The result was a sand-like surface and, when paired with wood floors, created a boardwalk/ ocean aesthetic, a nod to the California locale.

HONORABLE

FIRST PLACE

FIRST PLACE

MENTION

vmsd.com | SEPTEMBER 2014

17

RETAIL RENOVATION COMPETITION

Above The D-Bar’s rockfilled gabion light boxes are affixed to the floor, which comprises a driveway material and wood. The floor’s sandy appearance references the California coastline.

Right The staircase leading to the lower level took three months to complete. Its railing was hand-wrapped with leather by artisans on-site and leads to the bar and pool table at the entrance of the D-Bar (not shown).

The Los Angeles-based architecture and design firm Marmol Radziner helped design D-Bar and specified the gabion light boxes. The remaining displays are modular, to accommodate special events.

The curated artwork, including the worn cowboy hats arranged in a spiral, were mostly sourced from local vintage stores and home furnishing retailers like HD Buttercup (Los Angeles).

Created in collaboration with CBX (New York), the upper floors house the Fifth Avenue Man collection and the largest shoe assortment at any Saks to-date. Wound copper and stainless steel mesh material on the walls visually unites rooms. “We wanted something with a little sparkle that could still feel raw and masculine,” Cunningham says.

Large, custom tables and other furniture pieces help complete the visual journey between collections.

“It’s a nice change from the white-on-white department stores,” says one of this year’s competition judges, Amanda Sarver, interior designer, Kroger (Cincinnati).

“They created a younger world downstairs,” says Claudia Cerchiara, client leader – retail, BHDP Architecture (Cincinnati), another judge. “It’s so different than any current Saks store.”

18 SEPTEMBER 2014 | vmsd.com

THE NEXT GENERATION

I N L E D ACC E N T L I G H T I N G

A NEW FAMILY OF RECESSED MULTIPLES & TRACK LUMINAIRES The new, feature rich MX family of track and recessed multiple luminaires is perfect for the retail environment or any environment where versatility is paramount. MX track consists of two models, the MX with a vertical driver housing and the MXH with a horizontal driver housing. MX recessed multiples are offered with a new construction frame, featuring a slim 4” wide aperture in 1, 2, 3, 4 head configurations and a 10”x10” square. The MX family offers a new set of custom optics designed for performance and efficiency. At 14W per head, MX delivers more than 1000lm, making it an ideal alternative to 20W ceramic metal halide.

Scan the QR Code to view MX Product Video!

Intense Lighting | Anaheim, CA Visit us at www.IntenseLighting.com

MX

MXH

RETAIL RENOVATION COMPETITION

RETAIL RENOVATION OF THE

YEAR

FIRST PLACE

HONORABLE MENTIONS

renovation – supermarket

loblaws st. Clair & Bathurst, toronto

RETAIL SuBMiTTEd By: RENOVATIONTurner Fleischer HONORABLE Architects, Toronto OF THE MENTION

FIRST PLACE

YEAR “The challenge was taking a design for a new-build

and trying to make it work [as a] renovation,” says Caley Howes, associate, Turner Fleischer Architects (Toronto), about Loblaws’ St. Clair design, which was based on the company’s Maple Leaf Gardens flagship (Toronto).

RETAIL In order to increase its offeringsHONORABLE without RENOVATION OF THE MENTION expanding its physical size, the grand staircase was removed, while an exit stair was converted for public use. Curved architecture gained a “chic, straight-line look,” says Robert Peters, designer, project coordinator, Turner Fleischer Architects, while black tile makes signage pop.

The bright floors (red in the food hall and orange in the grocery) were custom-made to match the brand’s colors.

Loblaws’ structure included ancillary retail stores and a two-level parking garage above a transit hub of buses, streetcars and a subway. To ensure the interchange wasn’t bearing extra weight due to interior renovations, architects collaborated with a range of city officials.

“They’ve totally changed the ambience in the store, which is impactful,” says Kroger’s Amanda Sarver.

before

20 SEPTEMBER 2014 | vmsd.com

J oh n Go ldst e in , toron to

YEAR

FIRST PLACE

Valuable TIME & EFFORT are put into your retail designs.

PRECISE manufacturing REQUIRES EXPERIENCED Implementation.

CHOOSE THE RIGHT COMPANY to bring your ideas to life.

Brand Installations Professional Construction Services Superior Project Management

800.766.4065

info@installationsolutionsinc.com installationsolutionsinc.com

RETAIL RENOVATION COMPETITION

FIRST PLACE

HONORABLE coNveRsioN – sPecialtY stoRe, sales aRea UNdeR 10,000 sq. ft.

MENTIONS Patagonia – Meatpacking district, New York SuBMiTTEd By:

MNA, New york

FIRST PLACE

Known for its green ethos and love of authenticity, Patagonia naturally chose a historic building in New HONORABLE York’s Meatpacking District for its latest location.

MENTION According to Jeff Rudy, principal, MNA (New York), Patagonia usually makes small renovations to

22 SEPTEMBER 2014 | vmsd.com

its properties as needed, but opts to leave the spaces as close to their original incarnations as possible.

And, while the new location’s façade exuded age, the interior had been gutted and left an empty box.

To provide an authentic motif, MNA searched historical archives about the neighborhood’s buildings and period materials. Reclaimed ceiling beams, flooring and brick were sourced from demolished buildings in Lower Westchester and near the High Line, “keeping it local and true to the neighborhood,” Rudy says.

The space would be incomplete without its functional meat rail – the same tool butchers currently use throughout the U.S. and a nod to the neighborhood’s namesake – that connects the store’s three rooms and works as its fixturing system.

“They had a blank canvas within a new shell, but made it appear as if a vintage space was retrofitted,” says judge Tom Kowalski, vp, design, Interbrand Design Forum (Dayton, Ohio).

Ri ca R do Pa RR a , N e w Yo R k

before

RETAIL RENOVATION COMPETITION

RETAIL RENOVATION OF THE

YEAR

FIRST PLACE

HONORABLE MENTIONS

Conversion – speCialty store, sales area Under 10,000 sq. ft.

before

24 SEPTEMBER 2014 | vmsd.com

YEAR

FIRST PLACE

YEAR

FIRST PLACE

Lucky Brand sells shoes? To break away from its identity as solely a denim retailer, the company called upon MNA to transform a former Hanspree television store into a showcase for its housewares, shoes and accessories.

RETAIL Upon discovering the store’s expansive metal beam RENOVATION HONORABLE infrastructure, architects redesigned the ceiling into OF THE MENTION a mansard shape to accommodate duct work. During the process a hidden skylight was discovered and opened, which worked toward Jeff Rudy’s (MNA, New York) vision. “Something you see in California is openness to the environment … it’s a relaxed luxury that appeals to Beverly Hills,” Rudy says.

The largest hurdle was reconfiguring the limewashed brick exterior: “In the previous design, the doorway was located on the right-hand side, which is a lower elevation,” Rudy explains. “To move the entry to the center of the store, we had to do a lot of re-grading to the interior and the sidewalk.”

H en ry Ca Ba la , los an ge le s

RETAIL lucky Brand, Beverly Hills, Calif.

RENOVATION HONORABLE OF THE SuBMiTTEd By: MNA, New york MENTION

RETAIL RENOVATION COMPETITION

RETAIL RENOVATION OF THE

YEAR

FIRST PLACE

HONORABLE MENTIONS

Conversion – speCialty store,

RETAIL RENOVATION

YEAR

before

26 SEPTEMBER 2014 | vmsd.com

FIRST PLACE

pirch, Glendale, Calif.

HONORABLE

SuBMiTTEd By: Fitch, Columbus, OhioMENTION

“Trying to describe this experience is like trying to describe the color red,” says Joanne Putka-White, design director, Fitch (Columbus, Ohio), of the Pirch store conversion. Indeed, where else can you find a showroom with a trained barista, hospitality-style meetRETAIL ing rooms and functioning fixtures in every vignette?

RENOVATION HONORABLE OF THE Formerly a department store, the spaceMENTION featured an awkwardly placed escalator. And, unlike Pirch’s other high-bay locations, this luxury mall environment lacked high ceilings and a clearly defined space due to sporadically positioned columns.

A big challenge for the design team was activating the displays. Putka-White says 496 penetrations had to be made through the concrete slab floors and ceilings to run all the utilities: “This isn’t just fixtures on the floor – it’s highly complex.”

Pirch customers, according to Putka-White, enjoyed browsing the showroom but longed for something physical to take home. The solution? Fitch created the Live Joyfully Boutique that features a curated collection of about 250 domestically sourced home products.

YEAR

FIRST PLACE

M ark st ee le p h otoG rap h y, Colu M bus, o h i o

OF THE

sales area over 10,000 sq. ft.

www.optosystem.com 800 248 OPTO (6786)

Wowza.

Look at that. Elegant, graceful, sophisticated! It’s everything you’ve ever wanted in a flexible, modular, high-quality display fixture. A stunning collection that can be finished, configured and accessorized to put the full focus on your products. With Opto showcasing your wares, you’ll be proud as a peacock.

Discover our Options Collection®, a full line of freestanding fixtures and wall systems.

RETAIL RENOVATION COMPETITION

FIRST PLACE

HONORABLE MENTIONS

FIRST PLACE

HONORABLE MENTION

FIRST PLACE

HONORABLE MENTION Renovation – SupeRmaRket Woolworths, Somerset West, South africa SuBMiTTEd By:

Woolworths Pty. Ltd., Cape Town, South Africa

Woolworths in Somerset West, South Africa, aimed to expand its footprint of 4306 square feet (400 square meters) to a whopping 25,833 square feet (2400 square meters), making it the largest location in the supermarket chain.

“The current trends we’re seeing [reflect] a theat28 SEPTEMBER 2014 | vmsd.com

rical approach to food,” says Nicholas Criticos, head of store design, Woolworths Marketing (Cape Town, South Africa). “People want to see the butcher working, the coffee roasting, the bread baking – the way things were done in the past.”

To create this immersive environment, shops-inshops were installed – from a sushi station to a florist – steering away from the usual aisle-aesthetic. Even so, Criticos explains, it was crucial for the “design language [to speak] evenly throughout the store.”

Modern signage, flooring and materials tie the package together.

“This volume of space is amazing for Woolworths,” says Bob Welty, director, design, WD Partners (Columbus, Ohio), a competition judge. “It’s very controlled, clean and delicately designed.”

Jacqu e S de v i ll ie R S , ca pe toWn, S ou t h a fRi ca

before

RETAIL RENOVATION RETAIL COMPETITION FIRST RENOVATION OF THE

PLACE

RETAIL RENOVATION

FIRST PLACE

YEAR

OF THE

YEAR

HONORABLE MENTIONS

HONORABLE MENTION

RenovATIon – ReSTAuRAnT/SPeCIAlTy FooD SHoP

RenovATIon – SPeCIAlTy SToRe, SAleS AReA unDeR 10,000 SQ. FT.

Café Barista, Guatemala City, Guatemala RETAIL engelhorn, mannheim, Germany SuBMiTTEd By: interbrand design Forum, dayton, Ohio RENOVATION HONORABLE SuBMiTTEd By: Blocher Blocher Partners, Stuttgart, Germany OFPHTHE oToGR A P Hy: A le jAn DRo De leó n P H oTo G R APH y, MENTION GuAT e m Al A C I T y, GuAT em Al A

FIRST PLACE

YEAR

ConveRSIon – SeRvICe ReTAIleR

Cinq Sens, Quebec SuBMiTTEd By: Ruscio Studio, Montreal P H oTo GR A P Hy: Co uR Te S y oF RuS C Io STu D Io , m on TR e Al , Qu eB eC

PH oToG R AP H y: n I Ko lAuS Ko l I uS I S/ B loC H eR B loCH eR PA R T n eR S , STu T TG AR T, G eR mAn y

ConveRSIon – SPeCIAlTy SToRe, SAleS AReA oveR 10,000 SQ. FT.

Primark, Düsseldorf, Germany SuBMiTTEd By: dalziel and Pow design Consultants, London PH oToG R APH y: AnD y ToWn Sen D, lo n D on

RenovATIon – DePARTmenT SToRe

ConveRSIon – ReSTAuRAnT/SPeCIAlTy FooD SHoP

Debenhams, london

Tavolo, oakville, ontario

SuBMiTTEd By: dalziel and Pow design Consultants, London

SuBMiTTEd By: Jump Branding & design inc., Toronto

P H oTo GR A P Hy: A nDy ToWn Sen D, lo n Do n

PH oTo G R AP H y: DAv I D W H I T TAK eR , To Ron To

SPeCIAl THAnKS To ouR juDGeS…

Claudia Cerchiara, client leader – retail, BHDP Architecture Cincinnati

30 SEPTEMBER 2014 | vmsd.com

Tom Kowalski,

Amanda Sarver,

Dayton, Ohio

Cincinnati

vp, design, Interbrand Design Forum

interior designer, Kroger

Bob Welty,

director, design, WD Partners Columbus, Ohio

GENESIS MANNEQUINS USA | 151 W. 25th Street, 4th Floor, NY, NY 10001 NEW CONTACT INFO: sales@genesis-mannequinsusa.com | 888-316-6030 (Toll Free in the US) | www.genesis-display.com

Retaile R of th e Y e a R

32 SEPTEMBER 2014 | vmsd.com

Cou rt e sy of Wa lgre en s

The Road to Happy

and Healthy With its aggressive expansion, localization strategy and commitment to wellness and design innovation, Walgreens is on a mission to transform the corner drugstore – earning it the

2014 VMSD/Peter Glen Retailer of the Year award.

By Patricia Sheehan, Editor-in-Chief

topic irdconline.com

continued on page 36

vmsd.com | SEPTEMBER 2014

33

PRESENTED BY:

ork ly. w t Ne ctive du pro

PRESENTING SPONSOR

MONDO Mannequins

DIAMOND SPONSORS

EMERALD SPONSORS

ALPOLIC Materials Coloredge OPTO International, Inc. Prism Skylabs Reflect Systems SCALA

Alcoa Building & Constructional Systems - Architectural Systems, Inc. - D|FAB DK Display Corp. - FLEETWOOD - Grottini Retail Environments - JPMA Global Inc. Mack Studios - Miller Zell Inc. - Nordic Light America, Inc. - Pacific Northern, Inc. Rodgers Wade - Visual Citi

SUPPORTING SPONSORS Goldsmith - North American Signs - 3A Composites

A meeting of minds in retail design Join your store-design colleagues at IRDC for 3 days of idea sharing, information gathering and shop seeing available nowhere else. The 2014 registrant list includes design practitioners for some of retail’s most respected brands and design firms. Here is a sampling of the companies you'll see in Miami:

MulvannyG2 Architecture

Gensler

WD Partners

Target

FRCH Design Worldwide

MBH Architects

The Kroger Company

Big Red Rooster

Lowe's

Neiman Marcus

FITCH

Publix Super Markets The TJX Companies

Sargenti Architects

Little

McDonald's

Chute Gerdeman

Walgreens

CVS Caremark

H-E-B

Nordstrom

Supervalu

Whole Foods

Darden

LAST CHANCE TO REGISTER! IRDC Insiders and Alumni SAVE $100!

irdconline.com

International Retail Design Conference September 3-5, 2014 | Fontainebleau Miami Beach

Old Navy

Macy's

The Wendy's Company

Starbucks

Callison

Interbrand Design Forum

Retaile R of th e Y e a R

Walgreens Bucktown/Wicker Park flagship, Chicago.

The upscale store features a sushi bar, 24-hour drinks café, an in-house eyebrow beautician and a “vitamin vault” that houses the store’s large selection of vitamins in the original bank vault. It’s one of the chain’s several progressive stores, which include a multi-level flagship in downtown Chicago and a massive concept store on L.A.’s Sunset Blvd., reports The Huffington Post.

Walgreens (Deerfield, Ill.) is on a roll. Just last month the nation’s largest drugstore chain (8000plus U.S. stores) announced its intention to fully acquire Swiss pharmacy chain Alliance Boots in a deal valued at about $8.4 billion. The union will cre36 SEPTEMBER 2014 | vmsd.com

ate a company with 11,000 stores in 12 countries and the world’s largest pharmaceutical distribution network.

Notwithstanding the challenges it faces in the form of reduced margins as the costs of generic drugs rise and lower reimbursements from government and private insurance programs, the alliance will pack a powerful punch and serves as testament to the company’s history that dates back to 1901, when its first store opened in Chicago.

With stiff competition from other drugstore chains, supermarkets and online retailers, Walgreens is positioning itself as the neighborhood destination

Pa dg e t t & Com Pa n y, Ch i Cag o

“This is not your grandmother’s Walgreens,” said Chicago Mayor Rahm Emanuel, in response to the 2012 opening of the pharmacy giant’s flashy flagship, located in a historic, restored former bank in the city’s trendy Bucktown/Wicker Park neighborhood.

Silence - inspired by the tranquil beauty and deep forests of Sweden - is a sober, elegant flooring collection and a true sensory treat.

BOLON PARTNER -NORTH AMERICA VIIIR NYC Showroom 11-22 44th Rd New York, NY 11101 Tel: +1.212.252.2049, info@viiir.com www.bolon.com/us

RETaIl ER OF TH E YE a R Left As pharmacy margins

Pad g et t & Co m Pan y, C h i Cag o

Co u r t es y o f Walg r een s

shrink, Walgreens is ramping up its fresh food, personal care and convenience offerings.

Right The Look Boutique, at Walgreens’ State Street store in the Chicago Loop, offers a wide range of upscale beauty products.

for health and wellness products and services, building stores with a smaller, customer-friendly footprint “at the corner of happy and healthy,” as its cheerful tagline suggests. The key element in the strategy is “mass localization,” or targeting customers in every market by offering a carefully curated assortment of items, based on intelligence gleaned through its Balance Rewards customer loyalty program and sales data. “The challenge for us is tailoring 8000 stores to their neighborhoods,” says Jeff Gormanous, director, store format & layout design, Walgreens. “We’re leveraging our loyalty program data and market research to examine the competitive landscape of the neighborhood, its customers and what they want to purchase.”

The company’s14 flagships have become experimental laboratories for merchandising and services not seen in a typical location. The more successful initiatives might find their way into your neighbor38 SEPTEMBER 2014 | vmsd.com

hood drugstore in the near future, if they haven’t already, such as the Look Boutique beauty store within a store, frozen yogurt stands and other fresh grab-and-go fare. “Our flagships are a unique format in that we push the edge of innovation,” Gormanous says. “They act as brand ambassadors for the entire chain with higher-end furnishings, fixtures and finishes.” And, while most of the higher-end design elements featured in these flagships might not scale to stores across the country, some will, like energysaving LEDs used in the company’s net-zero energy store. (See sidebar.)

R EDEFIN IN G T HE DRU GSTO R E

Walgreens enlisted brand strategy and marketing consultancy Jackman Reinvention Inc. (Toronto) in 2010 to help drive its transformation, unifying its healthcare and retail operations and optimizing newly acquired assets after Walgreens purchased

RETAILER Of THE Y E A R

GREENING WALGREENS

Last fall, Walgreens debuted what it claims is the nation’s first net-zero energy retail store in Evanston, Ill. Sporting two wind turbines, nearly 850 solar panels and a geothermal system, the store is anticipated to produce energy equal to or greater than it consumes. Thomas Connolly, Walgreens’ vp of facilities development, says, “We are investing in a net-zero energy store so we can bring what we learn to our other stores and share what we learn with other companies.”

The project is the latest of many green initiatives for the company.

Walgreens claims to currently operate two stores that have achieved a gold LEED certification level; 150 stores utilizing solar power and 400 locations with electric vehicle charging stations.

In addition, Walgreens distribution centers have achieved net-zero waste, which means revenues from recycling exceed waste expenses.

40 SEPTEMBER 2014 | vmsd.com

that commitment to health and well-being, asserts Jackman. This is achieved through “opening up walls to create windows to let in more natural light. Giving some space back to the shopper to allow for a more efficient, comfortable shopping experience. We thought carefully about flow and aisle width, sightlines and [providing] a healthy and positive environment,” he says.

T HE ROAD TO W EL L N ES S

Fancy cosmetics and fresh food aside, pharmaceuticals are still the brand’s bread and butter, accounting for approximately two-thirds of its revenue. Walgreens’ new Well Experience store format features pharmacies designed to encourage greater interaction between pharmacists and customers. At the core of the format is an effort to bring the pharmacist out from behind the counter to provide counseling and clinical services to patients. The Well Experience pharmacy features an

Cou rt e sy of Wa lgre e ns

the New York-based Duane Reade chain. “In some ways, Walgreens is redefining what it means to be a drugstore,” says Joe Jackman, ceo. “Walgreens’ ability to provide a broader range of services in a smaller footprint, conveniently, is really exciting, with lots of opportunities there.

“The approach we took with them was to integrate with the community,” Jackman says. “Store by store, we learned how to develop an exciting proposition that the customer would value as different from other choices.” For example, Jackman points to his company’s work with Duane Reade to develop its Up Market Fresh offering of prepared salads and meals, which Walgreens has translated to some of its stores.

“Once they proved the quality of the proposition – and the care the store took to deliver it – the customers came in droves. And Fresh is one of the ways to help get customers well; it’s a healthy alternative.”

A Walgreens store’s overall design should reflect

It’s lighting that knows no boundaries, no limits, no obstacles.

HornetÂŽ HP LED Pendant. Open up possibility.

Discover the freedom it can give you at amerlux.com/hornet.

amerlux.com

Retaile R of th e Y e a R

Above The Walgreens flagship at State Street in the Chicago Loop serves as an experimental lab for innovative merchandising and services.

“Ask Your Pharmacist” desk, consultation rooms and an Express Rx kiosk for swift checkout.

Moving pharmacists from behind the high counters to consult with customers in a more open format, working at desks in high-traffic areas of the store, has also opened Walgreens to claims of patient privacy violations such as medical histories left visible on desks or drugs left unattended, raising flags by the U.S. Department of Health and Human Services, according to The Wall Street Journal.

Tim Welsh, senior director, store design & planning, Walgreens, acknowledges both the great challenges and opportunities that have arisen out of a rapidly evolving healthcare system. “As designers, 42 SEPTEMBER 2014 | vmsd.com

seeing a problem and coming up with a design solution is what intrigues us,” he says. “We’re tasked with rethinking the way we’re getting healthcare.” So how can Walgreens have a more critical role in the patient experience? “Beyond [interacting] with the pharmacist when getting drugs, integrating new technology and becoming a healthcare provider is a huge design challenge, but very exciting.”

Speaking to the scale of the enterprise he and his team are a part of, Welsh says, “Sometimes we’re like a massive, [slow-moving] ocean liner, other times like a speed boat. Lately, we’re more like a kayak navigating rapids and obstacles … and yet we’re always on a clear course.” 

Cou rt e sy of Wa lgre e ns

Right Walgreens’ Well Experience store format aims for a more interactive and seamless pharmacy experience.

44 SEPTEMBER 2014 | vmsd.com

Ti e n Frogg e T, ora ng e Co un Ty, C al i F.

High Design How a budtender-turned-designer reimagined marijuana retail for an albuquerque dispensary.

By Robin Donovan, Contributing Writer

In Colorado, newly minted dispensary owners are noticing a strange trend.

Sure, there’s the expected influx of pot tourists and others curious about cannabis.

They’ve also seen an uptick in health-seeking locals – people who qualified for medical cards, but were too afraid of unseen consequences to apply.

Paranoia about government tracking of medical marijuana card holders kept them away, explains Megan Stone, who founded The High Road Design Studio (Phoenix) to specialize in dispensary design. “People fear they’re going to be put on some government list. People fear they could lose their jobs, their health insurance. People fear that one day these lists could become public and they could risk arrest.”

vmsd.com | SEPTEMBER 2014

45

Top In New Mexico,

registered patients or designated caregivers can legally grow marijuana. Here, Minerva Grow provides fertilizers, lights, soil, pruning shears, grow tents and hanging drying racks.

Above Window graphics

provide much-needed privacy from street-side passersby, creating an elegant, professional atmosphere.

Stone, first a dispensary patient, then a dispensary manager, launched The High Road Design Studio in 2013. And she’s capitalizing on budding demand for dispensaries that don’t feel like head shops.

Stone recently collaborated with entrepreneur Erik Briones to design the Minerva Canna Group dispensary in Albuquerque, N.M. From the outside, his 3100-square-foot dispensary is a fortress, complete with camera surveillance, wrought iron bars on every window (including upper-floor dormers), roll-down

46 SEPTEMBER 2014 | vmsd.com

shutters for the storefront, motion detectors and glass breakage alarms on every window. “When we close that facility, it locks down like a vault,” Briones says.

“You would literally need a blow torch to get into it.”

But inside, the goal was quite different: to alleviate shame and secrecy in an environment welcoming to those with medical marijuana cards. (New Mexico has yet to legalize marijuana for recreational use, though patients can grow their own product.)

For safety and privacy, a streetside door was converted to a long window, and the space was divided into separate spaces for a waiting room, dispensary, retail store and grow shop. Vinyl decals applied to glass doors add privacy, and careful choice of plant imagery (the marijuana plant, Stone says, “hasn’t always been executed in the most tasteful, professional or artistic ways”), raw metals and wood creates a wholesome, natural energy.

After 10 weeks of design and construction, the dispensary opened mid-April, just in time for 4/20. It now serves 150-200 patients per day, using Briones’ “never turn your back” style of customer service.

To facilitate this, Stone customized glass-topped cases for the dispensary that allow patients to view samples of 15-20 of the dozens of strains that rotate through the business. As helpful as a trusted bartender, Minerva Canna Group’s budtenders provide one-on-one service, serving the average customer in a speedy 15 minutes.

Retail Fixtures

Watc h Di s plays

Optical Displays

Jewelr y Displays

Luxury Packaging

Cosmetic Displays

Pacific Northern, Inc.

www.pacificnorthern.com

1-888-888-5868

Above Friends and family waiting for a loved one in the dispensary can spend time browsing the Minerva Life retail space, which is open to all.

Right Before conversing

with a budtender, dispensary patients must present a valid medical marijuana card to staffers in this reception area.

Project SuPPlierS retailer

Minerva canna Group, Albuquerque, N.M. DeSiGn

the High road Design Studio, Phoenix SiGnaGe/GraPHicS anD WallcoverinGS/MaterialS

D|Fab, Madison Heights, Mich.

For a full list of suppliers, go to vmsd.com.

Briones isn’t the first dispensary owner to unveil a high-end design, but he’s an early adopter of a customer-facing design in this industry. Unlike clinical models, which treat visits like doctor’s appointments, Briones welcomes those who just want to get in and get out. The medical model, he says, “works for the first visit or the first two visits. Then, the patients want to get the medicine and be on their way, and they want to have a pleasant experience while doing that.”

That means a restful waiting area, browsing spaces, like the Minerva Life retail store, accessible even to those without a medical marijuana card, and a keen eye for privacy.

48 SEPTEMBER 2014 | vmsd.com

It seems simple enough, but in this burgeoning industry, design is dictated by legislation that varies state-by-state and security concerns that vary by retailer (some accept only cash, for example; Briones takes credit card or cash). An efficient, relaxed, professional transaction is not yet the norm. “In the seven years that I’ve been in contact with the medical marijuana industry, I could count very few positive experiences I have had, and I’ve been in dozens if not hundreds of different dispensary retail locations,” Stone says.

Sounds like a challenge. 

Our path to success has been built on

leading the way.

L to R: Angie Coleman, SVP Account Management; Kevin Kelly, EVP & President, Financial Services; Horace Hume, SVP Creative

Long before there was omnichannel, big data, digital disruptors and site-to-store, there was Miller Zell, helping retailers solve problems. 50 years later, we still are.

We’re celebrating a family-run retail legacy, whose success has endured from continuing to offer the best insights, creativity and expertise to our clients.

STRATEGY

STORE DESIGN

PRINTING

Atlanta 404 691 7400

DIGITAL MEDIA

FIXTURES

www.millerzell.com

INSTALLATION

LOGISTICS

Toronto 905 814 6578

A New PersPective oN

Millennials Why this generation of shoppers shouldn’t be judged as a whole.

How can we get more millennials in our store?

Retailers are asking this question again and again, and given the attractiveness and size of the millennial market – 80 million people, according to the U.S. Census Bureau – it makes sense to target this group.

But the “how” is what needs to be determined.

At Interbrand Design Forum (Dayton, Ohio) millennials have been a topic among our clients for years.

And, often those conversations go something like, “How are we going to get these millennials to choose our brand and buy more?

All they do is play video games and live off their parents,” or “They only seem irdconline.com concerned with social causes and spend all their time on social media.”

Interbrand Design Forum recently conducted a study to understand millennials from a behavioral perspective. With this generation being loosely defined

topic

50 SEPTEMBER 2014 | vmsd.com

| By Dirk Defenbaugh

as people born between 1978 and 2000, we wanted to understand what behavioral nuances and differences exist within this population. Interbrand was ultimately seeking to understand the foundational attitudes that drive millennial behavior and to understand how to unlock their purchasing power – an estimated $600 billion, according to Accenture.

Interbrand Design Forum partnered with Oracle to design, develop and field a 4000-person online study. By recruiting a demographic and geographic representative sample of the U.S. population between the ages of 18-35 and using the responses collected from the survey, it was determined that five segment breaks exist within the millennial generation. This segmentation is based upon the clustering of their various attitudes and behaviors, with each of the segments representing a cluster or “tribe” of people that behave similarly.

POW ERFUL Stronger than ever, Moss and Andrés have merged.

©2014 Moss Inc. All rights reserved.

Moss Retail, the leader in tension fabric structures, wide format graphics and dimensional signage, continues to expand. With a growing list of services and capabilities, we’ll work with you to solve even the most unique challenges. Turn your bold ideas into powerful customer experiences. Call 800.357.1784 or visit mossretail.com today.

We uncovered that not all millennials are created equal: This study provides a deeper perspective on these cohorts and a better understanding of how to best connect with the segments that have the most opportunity to drive value for your brand.

An overview of the seg ments T H E U P & CO ME R S

The first segment is the most diverse. Dominated by males, we see a large representation of African Americans, Asians and Hispanics in this segment.

Typically, they fall between ages 18-25 and are likely to reside in an urban environment. They tend to be employed full-time and typically have a higher education level and income. This group is highly active, ambitious and ready to take on the world. They are the life of the party – rarely watching TV or relaxing at home – instead it’s sporting events, bars, hitting the gym or enjoying the outdoors.

Favorite Brand: Urban Outfitters T H E MAVE NS

A stark contrast from the first segment, millennial moms are happily settling into adulthood. These women are 27-35 year-old suburbanites with the highest income of all the segments. They’re well-educated,

employed full-time and are most often married or in a committed relationship. The Maven is excited to try the newest products but don’t waste time offering her a deal – she doesn’t care! These outgoing social media queens and wine lovers are always on the go, trying to find the right work-life balance.

Favorite Brand: Amazon T HE EC L EC T IC S

The Eclectics, as their name suggests, are a very diverse and unique group. Living on a college student’s budget, they often get creative with their available funds and seek out deals wherever possible. Their aversion to anything 52 SEPTEMBER 2014 | vmsd.com

[Installation]

[Props]

[Fabrication]

Do you have a creative mind? Join our team! Visit our website for more info

outdoorsy means they would rather be home trying out new recipes for friends. More introverted and cynical about life, the Eclectics are less likely to have children but more likely to spend time with a close-knit group.

Favorite Brand: Anthropologie T HE S KEP T IC S

Committed to their video games, movies and Internet browsing, the Skeptics don’t really aspire to much in life. With the lowest income in the study, they are the most likely to live at home and least likely to go out often. This segment tends to worry a lot and hold grudges. You’re most likely to find them in a bean bag chair in their apartment catching up on the latest action or science fiction movie. They are least likely to volunteer and tend not to drink alcohol.

Favorite Brand: Walmart T HE T R EN DS ET T ER S

By far the youngest group of millennials, Trendsetters are either still in college or just settling into their first job.

They keep up with the latest and greatest, staying in the loop with their extended social networks and following entertainment gossip in US Weekly. Whether it’s grabbing a beer or sipping a mixed drink, the Trendsetter enjoys socializing. Our most outgoing group, they can be found working out, cheering at the big game, enjoying the theater or being wherever there is a scene to be seen.

Favorite Brand: Sephora The overviews of these five segments are just a glimpse into the subsets within the millennial generation. But what quickly becomes clear is targeting millenials as a whole is ineffective as they range from financially dependent teens to married homeowners with kids – groups with very different behaviors and attitudes. By considering these unique segments and determining which has the most potential for your brand, there’s an opportunity to build a deeper connection and deliver an experience that will appeal to the next generation of customers. 

Dirk Defenbaugh is managing director at Interbrand Design Forum, a retail design and branding agency located in Dayton, Ohio. He will share more findings from the Millennial Study at IRDC (Miami Beach, Fla., September 3-5, irdconline.com). For more insights from the report, please visit interbranddesignforum.com.

54 SEPTEMBER 2014 | vmsd.com

VS

VMSD ShowrooM

3form 3-form.com rGB technology creates dynamic walls, columns, shelving and partitions.

A controller provides monochromatic light, while more complex programs offer rotating displays.

In a GooD LIGht

A store can boast expensive furnishings, carefully chosen colors and the finest merchandise, but if the lighting’s not right, nothing will look its best.

Retail lighting expert Pete Miller, CBMC Lighting Solutions (Indianapolis), says display lighting is evolving: “LEDs have become so well controlled and offer such good color temperatures, that the lighting of, say, a shelf, is going to surpass the normal accent lighting and ceiling mounted fixtures.”

Miller advises using defined lighting to create wayfinding paths through the store to pull customers from point to point – including the often skipped backof-store. This is achieved by “lowering [the] overall ambient lighting and placing [the] light right where you want the eye to go,” Miller says. –Gina Ragone

Ilex ilexlight.com Specialty Lighting specialtylighting.com Featuring a wide range of color temperatures, the Engage ProFlex LED Strip can be easily divided into 12-in. sections without any tools. Available with a variety of connection accessories.

56 SEPTEMBER 2014 | vmsd.com

Designed by Laura Kirar, the Libro pendant comprises a hand-blown 22-inch amber glass, gold-flecked cylinder.

Available as single pendants or in cascading arrangements of three or five lights, it’s suspended by a brass cable.

There’s Nothing Like It

December in New York City at the Retail Design Collective December 3-5, 2014. Register early to reserve your hotel room for

Ace Designs | ALU Inc. | Architectural Systems, Inc.

the Retail Design Collective. You won’t want to miss this year’s visually

Bernstein Display | Big Apple Visual Group

inspiring showrooms and the pop-up exhibition at the Metropolitan

Bishop Fixture & Millwork | Christine Taylor Collection

Pavilion. Join your peers for motivating conference sessions, new and

CNL Mannequins | Fairmont Designs | Gargoyles LTD.

exciting retail, and plenty of networking opportunities. And don’t forget

Genesis Mannequins USA | Global Visual Group | H+B

the PAVE Gala on the 3rd – tickets sell out quickly.

Holiday Foliage | Holiday Image | JPMA | Kendu Corp.

Manex/France Display | Material ConneXion | Materials Inc.

A.R.E.’s Retail Design Collective has been described as inspirational, unique, Mondo Mannequins | Patina-V | Siegel & Stockman

and the perfect way to end the year in retail…there’s nothing like it.

Silvestri California | Universal Display & Design

New Location: Metropolitan Pavilion 123 W. 18th Street, New York City

Visplay | Visual Citi Participating Showrooms and Sponsors as of July 25, 2014

www.retaildesigncollective.com

VS

vmsd showroom Lighting

ANP Lighting anplighting.com Lend an air of nostalgia with vintage-inspired fixtures, like Retropolitan. The simple, industrial style of this collection for both interiors and exteriors features wire caging and a choice of vintage colors, like Cantaloupe (shown).

Eaton’s Cooper Lighting Business cooperlighting.com

Flos usa.flos.com This Ipnos outdoor-indoor LED sculpture, designed by Rossi & Bianchi Studio of Milan, encompasses a hollow cuboid shape. LEDs hidden within its top edges appear to float between the metal frames and can be dimmed or brightened.

Feelux Lighting feelux.com The MonoRail offers a 24-volt linear display and a cove lighting system. Featuring a ½-in.-wide power track that can accommodate 180 watts or low-voltage luminaires.

58 SEPTEMBER 2014 | vmsd.com

These high efficacy Halo L806/L807 LED Track Fixtures feature a simple, low-profile design for discreet lighting. The adjustable lamp-holders are available in multiple optical distributions and color temperatures with a high 82 CRI.

TICKETS ON SALE NOW JOIN US ON DEC. 3RD

For an extended networking reception, dinner, music, awards presentations, and after party. Reserve your table or seats, or sponsor a student to attend today! www.paveinfo.org For more information contact PAVE at pave@paveinfo.org or 954-241-4834. Proceeds benefit PAVE educational programs. PAVE, the Planning and Visual Education Partnership, is a 501(c)(3) charitable organization administered by A.R.E. December 3rd, Cipriani Wall Street, New York

PLATINUM SPONSOR

STUDENT DESIGN COMPETITION SPONSOR

BENEFACTORS

PATRONS

FRIENDS Christine Taylor Collection | Crown Metal/Showbest Fixture Corp. | Elevations | Godiva Chocolatier, Inc. | Karen Pearse Global Direct | Miller Zell | Shawmut Design & Construction | Stylmark | Universal Display & Design Inc. | Visual Citi | WindowsWear Sponsors as of August 1, 2014

VS

vmsd showroom Lighting

Besa Lighting besalighting.com With a compactly radiused, machined aluminum design, the Flower LED Pendant features multiple tiered rings in Amber, Blue or clear acrylic. A focused downlight can be used for task applications.

Reliable and consistent so you can be wild and creative.

Treefrog’s unique process ensures a consistent selection of beautiful real wood veneer laminates in design spaces of any size. Prefinished.

FSC options. Call or visit to see them all.

800 807-7341 treefrogveneer.com

Osram Sylvania sylvania.com Ultra Pro and Ultra Pro HD PAR LED lamps offer a lightweight design and are available in 7, 10, 13 or 17 watts. Comes with a design-life of 40,000 hours and features beam characteristics that resemble halogen PAR lamps.

Intense Lighting intenselighting.com Meant for track accent lighting, MX Track Series luminaires feature a vertical or horizontal driver enclosure and deliver more than 1000 lumens at 14 watts. Compatible with all of this company’s track systems.

Lightblocks lightblocks.com High-bay lighting doesn’t have to be drab.

This company’s Designer architectural resin was used to fabricate colorful boxes suspended from the Oakwood Mall’s ceiling in New Orleans (shown). Directed lights illuminate each fixture.

Lighting Services Inc. lightingservicesinc.com Specifically designed for medium-to-longthrow applications, this efficient 27-watt LP2 SuperSpot Series LED fixture is available in a 6-, 10-, 20- and 32-degree beam spreads.

Available in white, black or silver finishes.

VS

vmsd showroom Lighting

Amerlux amerlux.com Convert outdated fixtures to LED with the Avista LED Light Engine. For both new and retrofitted installations, this solution can be used as a traditional post-top or in a range of exterior fixtures.

Boyd Lighting boydlighting.com Cool things down with the Icicle Collection by Chicago-based designer Tom Nahabedian. Hanging from cloth-covered cords available in four colors, the faux-icicles are available in either clear or etched glass.

Lumenpulse lumenpulse.com Nora Lighting noralighting.com Designed for lighting cabinets, shelves and artwork, Aiden can also highlight architecture with its 35-watt track head and beam spreads of 19- or 38-degrees. Can be adjusted 350-degrees horizontally and 90-degrees vertically.

62 SEPTEMBER 2014 | vmsd.com

This dimmable cove lighting system, Lumencove Nano, eliminates the need for a power supply. Using this company’s Lumendrive technology, LEDs are powered directly from the alternating-current mains, while allowing for digital dimming and control.

Leucos USA leucosusa.com Made of hand-blown translucent glass, Elysee evokes the style of a traditional Murano glass chandelier. Available in two sizes, it features LED-lit arms and jewel-like pendants that hang from a polished steel and chrome-plated structure.

Stylmark Inc. stylmark.com Mirror Solutions backlit mirrors are available with or without LEDs and come in multiple color temperatures, providing ample design options. Multiple finishes and styles are available.

Make a great last impression.

NeXtrac® In-Queue Merchandising • Extremely flexible – create angles, corners and turns using the same portable, modular pieces.

• Slim, double-sided design fits virtually any space and maximizes sales per square foot.

• Seamlessly integrates merchandising, signage, wayfinding, and queuing.

The checkout is the last opportunity to leave your customers with a good impression.

Make it great with NeXtrac.

Build your own NeXtrac queue at www.nextrac.lavi.com/merchandising

www.lavi.com/nextrac 877.275.5284

•

800.624.6225

VS

vmsd showroom Lighting

Juno Lighting Group junolightinggroup.com Five fixture types from the Conix II LED Track Fixtures line are Energy Star and Design Lights Consortium Qualified and feature outputs ranging from 1000 to 4300 lumens, requiring 19 watts to 64 watts input, respectively.

USAI Lighting usailighting.com Along with seven beam-spread options, the NanoLED Multi features four independently lockable heads. Comes with a range of dimming driver options, while up to 1150 lumens are delivered from each source.

BRING YOUR SHELVING IDEAS TO LIFE with our cable hanging systems.

Winona Lighting acuitybrands.com Evocative and contemporary, Nomi OLED Sconces can be used as eye-catching architectural elements. Use them to add intimacy to a grand space or to punctuate small details. ď ¸

OCTOBER 21, 2014 • HYATT REGENCY CHICAGO

One-day Immersion in LED Lighting Education and Solutions THIS 2ND ANNUAL EVENT FEATURES: • Expanded Show Floor 30% more exhibitors • Increased Conference Selection 50% more seminars and CEUs • The Newest Solutions - what’s next in commercial, architectural and decorative LED lighting products

100+ EXHIBITS

Register online for FREE Exhibit Hall Admission!

15 SEMINARS

$195 for the Conference Package when you Register Early Online (at-show registration: $295)

REGISTER TODAY at ledspecifiersummit.com TITLE MEDIA SPONSORS:

REGISTERED EDUCATION PROVIDER

MEDIA SPONSORS:

AL

ARCHITECTURAL LIGHTING

SUPPORTING SPONSORS:

LIGHT DIRECTORY

VN

VMSD NETWORK VMSD Network delivers more than 53,000 impressions to retail design professionals each month. VMSD Network is the "go to" source of the industries' most innovative suppliers, services and manufacturers.

ArcHiTecTUrAl prodUcTs

fixTUres

Contact: Sales Dept.

8520 - 106A Avenue Edmonton, AB, T5H 0S4 Canada P: 800-561-1951 F: 780-425-8578 Email: fixtures@westmountstorefixtures.com Website: www.westmountstorefixtures.com

All TeAm GlAss And mirror lTd Contact: Mario Mazzucco 281 Hanlan Road Woodbridge, ON, L4L 3R7 Canada P: 800-363-4651 F: 416-745-2692 Email: sales@allteamglass.com Website: www.allteamglass.com

decs & props

WesTmoUnT sTore fixTUres

eAsy pedesTAl “Lightweight, strong and low-cost pedestals” Contact: Charlotte Garfinkle 8962 Torcello Way Boynton Beach, FL 33472 P: 888-350-1325 Email: info@easypedestal.com Website: www.easypedestal.com

fixTUre componenTs

AlpinA mAnUfAcTUrinG HolidAy foliAGe Contact: Juanita Keller 2592 Otay Center Drive San Diego, CA 92154 P: 619-661-9094 Email: info@holidayfoliage.com Website: www.holidayfoliage.com

desiGn firms

eddie’s HAnG-Up displAy lTd Contact: Morry Gaerber, Allen Gaerber 60 West 3rd Avenue Vancouver, BC, V5Y 1E4 Canada P: 877-433-3437 F: 604-688-8230 Email: orderdesk@eddies.com Website: www.eddies.com

lmi desiGns sTore & resTAUrAnT desiGns

Trion indUsTries, inc.

130 Seventh Avenue New York, NY 10011 P: 212-252-2152 Email: mail@lmidesigns.com Website: www.lmidesigns.com niconAT mfG. co. sTore fixTUres displAy

Contact: Vicent V 2624 Yates Avenue Commerce, CA 90040 P: 323-721-1900 F: 323-728-7893 Email: vicentv@niconatmfg.com Website: www.niconatmfg.com

pdT inTernATionAl Contact: Gina Avila 3250 West Commercial Blvd., Suite 120 Fort Lauderdale, FL 33309 P: 954-533-7240 F: 954-351-9551 Email: info@pdtintl.com Website: www.pdtintl.com

66 SEPTEMBER 2014 | vmsd.com

3418 N. Knox Avenue Chicago, IL 60641 P: 800-915-2828 F: 800-217-9431 Email: sales@fastchangeframes.com Website: www.faschangeframes.com

Trion® is one of the top-50 North American retail fixture makers and the world's leading manufacturer of display and scanning hooks. Product lines include WonderBar® merchandisers; shelf divider and pusher systems; ray merchandising systems; shelf-edge label holder systems; antitheft fixtures; and cooler/freezer merchandising systems.

Contact: Steve Matsko, Dir. Sales/Marketing 297 Laird Street Wilkes-Barre, PA 18702 P: 800-444-4665, 570-824-1000 F: 570-823-4080 Email: info@triononline.com Website: www.TrionOnline.com Ecommerce: TrionEcom.com

FlooRing

ligHTing

PaTina-v Contact: Robert Lade 15650 Salt Lake Avenue City of Industry, CA 91745 P: 626-961-2471 F: 626-333-6547 Email: info@patinav.com Website: www.patinav.com

ameRluX

lSi FlooRS Contact: Rick Moffatt 5230 Finch Avenue East, Unit 5 Toronto, ON, M1S 4Z9 Canada P: 800-449-3916 Email: rmoffatt@lsifloors.com Website: www.lsifloors.com

Contact: Russ Ferdico 23 Daniel Road, East Fairfield, NJ 07004-2527 P: 973-882-5010 F: 973-882-2605 Email: rferdico@amerlux.com Website: www.amerlux.com

Signage

THe Sign CenTRe

inTenSe ligHTing

SToReFlooRS Select your retail flooring with confidence. Our unique mix of products, services, and expertise, maximizes value while providing the best flooring solution for your stores. We offer global sourcing of all product lines, specification, procurement, and logistics services. Storefloors executes your design vision and ensures quality, on-time delivery, and consistency.

Contact: Julia Versteegh 6480 Roswell Road NE Atlanta, GA 30328 P: 678-638-1611 Email: juliav@storefloors.com Website: www.storefloors.com

inTeRioR gRaPHiCS

d | Fab inC. Contact: Tony Camilletti 1100 E. Mandoline Avenue Madison Heights, MI 48071 P: 800-968-9440 Email: tcamilletti@dfabdesign.com Website: www.dfabdesign.com

Contact: KristIan Johnson 3340 East La Palma Ave. Anaheim, CA 92806 P: 714-422-3953. 800-961-5321 Email: kjohnSon@intenselighting.com Website: www.intenselighting.com

Contact: Guy Dismang, Glory Handwerker 2422 Pan Am Blvd.

Elk Grove Vilage, IL 60007 P: 847-595-7300 Email: thesigncentre@aol.com Website: www.thesigncentrechicago.com

WallCoveRingS and maTeRialS

manneQuinS

mondo manneQuiS For 25 years, Mondo Mannequins has been producing the finest quality mannequins and forms.

We supply well known apparel brands, and department and specialty store chains with the world’s most fashionable and trendsetting visual displays. Together with our partner, Genesis Mannequins of Germany, we have created a global brand offering world-wide distribution and cutting edge designs made with eco-friendly bio-resin materials.

dvuv Wood Powder Coating Contact: Michael Knpblaunch 4641 Hinckley Industrial Parkway Cleveland, OH 44109 P: 216-741-5511 F: 216-741-6611 Email: sales@dvuv.com Website: www.DVUV.com

Contact: Barry Rosenberg 300 Karin Lane Hicksville, NY 11801-5328 P: 800-645-7032 Email: br@econoco.com Website: www.econoco.com

get noticed in A crowded mArketplAce! your listing reaches an elite retail purchasing audience -- 53,000 strong contact: murray kasmenn 770-578-2577 email: murray.kasmenn@stmediagroup.com

vmsd.com |

SEPtEMBER 2014 67

PS

P r o d u c t/ S e r v i c e S h o w c a s e © A paid advertising service of VMSD Magazine.

power management

INGENUITY l EXPERIENCE l DISPLAYED l

the most powerful the most energy efficient NOW the most user friendly 10,000 lumens from one source

We provide the design, manufacturing and fulfillment of effective POP fixture systems that help you sell more

Vinyl Clad Metal from Metkote provides the ideal balance of beauty and durability. Give your product the strength of metal with the unparalleled design options available with vinyl finishes. Available in a variety of colors, textures and patterns, Vinyl Clad metal is perfect for:

LCM www.lightcraftmfg.com ph: (800)772-3152 email: info@lightcraftmfg.com

products and earn more profits. We are a trusted partner with expertise to help make sure that your campaign gets the very best results. Our

n Fixtures

customers appreciate

n Shelving

the fantastic outcomes

n Cabinets

we achieve for them.

n Gondolas

Don’t settle for anything

n Ceiling

less than expert quality.

and Wall panels

Available in sheet or coil, all Metkote products are designed to be fully formable.

Simply design, fabricate and ship.

(630) 271-0235 andrew@kielbik.com www.kielbik.com Experience the difference Kielbik Group can make

Metkote Laminated Products Ph: 570-562-0107 www.metkote.com

Protect your floors from weapons of MASS DESTRUCTION

WINDOW+WALL+FLOOR DISPLAYS

MAGNETIC SIGNAGE SYSTEMS Our sleek magnetic base panels securely hold graphics printed on our durable ferrous display material. Easily change the graphics in a matter of seconds.

CODE: WWF20 SAVE 20% COUPON Carpet ∙ Porcelain ∙ Stone ∙ Hardwood Laminate ∙ Rubber ∙ PVC ∙ LVT ∙ Aluminum Stainless Steel ∙ Glass ∙ Cork ∙ Vinyl ∙ Leather Matting ∙Turf ∙ Linoleum ∙ Veneers Specialty Products ∙ Sustainable Products Customization Services

www.storefloors.com JuliaV@storefloors.com 678.638.1611

68 september 2014 | vmsd.com

wwfdisplays.com

Top Lighting USA Rethink Reimagine Reflect

We Provide LEDs: n Linear Lighting n Modules n Ceiling Lights n Cabinet Lighting And the The Power Source and Control Systems

Digital Media Solutions “Innovative” “Professional” “Honest”

LT

w w w.Ref le c tSyste ms.com -Since 1990

7740 Woodmere Drive Harrisburg, NC 28075 704.763.2411 Sales@lightingtopcorp.com www.lightingtopcorp.com

The HPL you know, the custom imaging your project demands.

REQUEST A FREE SAMPLE AND MORE INFO AT izoneimaging.com /VMSD14

1 Store Fixtures Elegant Store Fixtures and Visual Displays Oodles of unique solutions to your needs in visual display and retail space planning.

Great selection of Slatwall A better slatwall experience.

Darn cheapest slatwall in U.S. Nationwide Fast Delivery - Low Prices Great Service.... That’s Our Policy!

Satisfaction Guaranteed! US Slatwall guarantees the quality of every item we sell.

US Slatwall www.usslatwall.com 877-570-1999

Clothing Racks- Spirals, T-stands, Doubles & Single Arms Eterges- 4 or 5 shelves Tables- 2 or 3 Tier, Nesting Tables Custom Size Finishes- White, Pink, or Black Crackle, Polished Steel & Custom Colors 1storefixtures.com Call us at 972-385-0290 or email patm@martinekco.com

vmsd.com | september 2014

69

Request FREE Product Information from Advertisers in this Issue!

A convenient and free service for researching and gathering information.

www.vmsd.com/productinfo

FREE INFORMATION FROM ADVERTISERS www.vmsd.com/productinfo

VMSD (ISSN 0745-4295) is published 12 times annually by ST Media Group International Inc., 11262 Cornell Park Dr., Cincinnati, OH 45242-1812, www. stmediagroupintl.com. Annual rate for individuals in the U.S.A.: $46 USD. Annual rate for subscriptions in Canada: $77 USD; all other countries: $101 USD payable in U.S. funds. Printed in the U.S.A. Copyright 2014, by ST Media Group International Inc. All rights reserved. The contents of this publication may not be reproduced in whole or in part without the consent of the publisher.

The publisher is not responsible for product claims and representations.

Periodicals Postage Paid at Cincinnati, OH and at additional mailing offices.

POSTMASTER: Send address changes to: VMSD, P.O. Box 1060, Skokie, IL 60076.

Change of address: Send old address label along with new address to VMSD, P.O. Box 1060, Skokie, IL 60076. For single copies, back issues or subscriptions: VMSD@halldata.com, Fax: (847) 7639030, Phone: (847) 763-4938. For reprints: Matt Neiderer, matt.neiderer@ sheridan.com, (717) 632-3535 Ext. 8265

VMSD advertising index

page

advertiser

page

advertiser

69 57 11 69 41 6 64 3 37 29 43 5 IBC 31 21 19 34-35 69 39 68 68 63 65 68 68

1 Store Fixture A.R.E / RDC Alcoa Alpina Amerlux ANP Lighting Arakawa Atrezzo Barcelona Bolon by ViiiR BrandTrim D|fab DK Display Fusion Genesis Mannequins USA Installation Solutions Intense Lighting IRDC iZone Imaging JPMA Keith Fabry Kielbik Group Lavi Industries LED Specifier Summit LEDConn Light Craft

69 14 55 68 9 49 IFC 51 7 1, 27 47 59 25 69 70 61 23 15 68 OBC 60 12 69 13, 53 71

Lighting Top LSI Floors Mack Studios Metkote Metroflor Miller Zell Mondo Mannequins Moss Retail Nanolumens Opto Intl.

Pacific Northern PAVE POP Mannequins Reflect Systems Richard Cadan Photography Rodgers Wade Scala Shaw Contract Group Storefloors Tandus Centiva Treefrog Trinity LLC US Slatwall Visual Citi VMSD Inspiration Center

ai

vmsd.com | SEPTEMBER 2014

71

co

cH C heC cking O ouT t Interview by Lauren Mang

Megan Stone As owner of The High Road Design Studio, this interior designer is taking the path less traveled, injecting life into once-contentious spaces that are on the cusp of conventional.

How did you begin designing medical marijuana dispensaries?

While I was earning my interior design degree in Orange County, Calif., I managed an upscale dispensary. The owner let me do a little facelift on our shop and it was amazing how big an impact simple changes like new paint, wood floors, updated display cases and a custom cabinet had on our business. In 2012, when Colorado and Washington voted to legalize marijuana for adult use, I was four months away from completing my degree and realized that designing these unique spaces could be a legitimate career.

What are some specifics you have to keep in mind when designing a dispensary as opposed to a typical store?

Each market is different, but dispensary design has to consider security, product handling and display, restricted-access areas, heavy traffic flow, acoustics and customer education and consultation. I strive to design the shops to be efficient and profitable, and as places where customers and patients feel like they’re doing something normal – not like they’re doing something wrong or illegal.

How do you hope your session impacts attendees at IRDC 2014?

My goal is to elevate the perceptions of the cannabis industry through professional interior design. If I can help other professionals realize its importance and potential for being the next big retail niche in our country, I will leave Miami feeling like I’ve accomplished my goal.

irdconline.com

Title Case Stone took to the Internet after marijuana legalization in Washington and Colorado became a reality: “I hunted around for someone – anyone – who was already specializing in this [interior design] niche.

To my fortunate surprise, the title of premier dispensary interior designer was up for grabs. So, I grabbed.”

72 SEPTEMBER 2014 | vmsd.com

Finish this statement: If I only knew then what I know now...

I would have never designed a space without having it professionally photographed.

What’s the best advice you’ve ever received?

Stop eating gluten and dairy! My health improved in so many ways when I cut those foods out of my diet.

And the worst?

Stop eating gluten and dairy! Do you have any idea how hard it is to eat in this country when you can’t have either of those things?

What inspired you to choose interior design as a career?

Palm Springs, Calif. I lived there for two years in my early twenties, and its community and plethora of amazing architecture and design inspired me. Seeing how innovative and forward-thinking the midcentury architects and designers were, and how their designs are still relevant and sought-after inspired me to create lasting impressions through design that have an emotional impact on those who experience them. If you can [create] something that people in 50 years want to restore and preserve, that’s worth striving for. x

SHAnOn LADO, ORAnge COunTy, CALif.

topic

S O F T S U R FA C E B R O A D L O O M : P R E S A G E ( G R E Y S K Y )

800.248.2878 | tandus-centiva.com

•

LV T C O N TO U R : N U G R A I N ( V E R M I L I O N , G U N M E TA L , S T E R L I N G ) •

LV T V E N U E : A B S T R A C T ( A N T H R A C I T E )