DDi - October 2011 - (Page 25)

| 25 Above and left: A swan made of chairs and wedding decorations welcomes shoppers at the front window. Bottom right: Lingerie is romantically showcased with a residential feel. that supports its customer service objectives: personalized and individualized styling advice, event-coordination guidance and long-lasting meaningful relationships. “We also designed a space that we would find beautiful and reflective of our brand identity: whimsical, romantic, feminine and timeless,” Norris says. The goal was to make the customer feel “as though she’s arrived at a place that is simultaneously both familiar and yet very new,” explains Elizabeth Cooksey, director of stores, BHLDN. “If she is a new customer, we hope to provide her with a place that is approachable—she may photograph, bring along friends to explore or even bring her own dress to be styled with BHLDN accessories.” The 4,000-sq.-ft. selling floor revolves around connecting multiple “salons” that feature different product groupings, without over compartmentalizing the experience, Norris says. A central axis draws customers in, extending from the front entrance through the three main salons and to the bridal entrance. Customers first encounter the event dressing salon and accessories salon, each with its own identity and fixture assortment. The boldly blue-hued accessories salon boasts an eyecatching wall of cast busts modeling hats, veils, hair adornments and jewelry, as well as shoes artfully displayed on tables. Also branching out from the axis, the décor room features wall-to-wall displays and stock of decorations in drawers and cubbies, anchored by a large marble worktable for customers to use for planning. At the rear, the bridal salon entices the customer with wedding-dressed mannequins (made specially for the store by Goldsmith) gathered in a runway-like shape and displayed under a skylight, reflecting a warm glow from afar. Three large fitting rooms next to the bridal area can accommodate the bride and her entourage, and feature a personalized music session through iPod docks and corresponding Bose speaker systems. “We wanted to create a store experience that allows her to touch the fabrics, shop the separates, try the dresses, be styled in gowns, explore the many treasures of the décor room and play with all of the accessories first hand—all in lovely salons,” Cooksey says. The space juxtaposes unexpected materials, found furniture and objects with the BHLDN team’s own take on fixtures, furnishings, and vintage and antique accents. Disparate elements, such as Tabriz rugs, ’70s-era Italian chandeliers, www.ddionline.com http://www.ddionline.com

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

DDi - October 2011

https://www.nxtbook.com/nxtbooks/designretail/201402
https://www.nxtbook.com/nxtbooks/nielsen/designretail_201401
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20131112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201310
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201309
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201308
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201307
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201306
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20130405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20130203
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201301
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20121112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201210
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201209
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201208
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201207
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201206
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20120405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20120203
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201201
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20111112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201110
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201110v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201109_v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201109
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201108_v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201108
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201107
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201106
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20110405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201103
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20110102
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20101112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201010
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201009
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201008
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201007
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201006
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20100405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201003
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20100102
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20091112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200910
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200909
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200908
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200907
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200906
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200905
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200904
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200903
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200902
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200901
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200812
https://www.nxtbookmedia.com