Skechers USA: Futuristic Display
Universal City Walk, Universal City, Calif.
Design Maine Productions Inc., Marina del Rey, Calif.
Fixtures Premier Displays & Exhibits, Cypress, Calif.
Retailer Skechers USA, Manhattan Beach, Calif.

This fixture wowed the judges with its effective integration of shelving, technology, branding, and product presentation. Positioned near the front window, it conveys high-tech fashion that appeals to kids and teens. Monitors are integrated into the fixture, facing into the space and outward, making the store itself an entertainment venue. Undulating backlit walls dematerialize the boundaries of space, turning the store into a glowing entity visible from afar. What a great way to make this low, deep space under an overhang stand out, especially at night, in an environment full of large-scale visual stimuli!

The multimedia and interactive displays capture, entertain, and involve Skechers’ core audience. The cool palette of metal finishes and backlit panels, in combination with “floating” and suspended volumes, enhance the futuristic tech look of the store. This exciting store fixture goes a long way in helping Skechers evolve its image from that of “industrial street” to “high-tech with street credibility.”