Richards’ reputation for
extraordinary merchandise and excellent customer
service led to a store environment that is simple
and open, suggestive of the residence of a typical
Richards’ customer. The retailer’s
extensive collections required a modulation of
space to enable individual designers to present
in an organized way, without losing the store’s
identity in the process.
Following the philosophy that “the merchandise
should be the message” allows Richards’
to maintain a specialty store image while showcasing
an extensive collection of apparel and accessories.
Fixturing is unadorned, and although flexible,
has been carefully designed to properly feature
merchandise.
Less apparent are the many service outposts that
allow associates to serve customers from any location
in the store, translating “shop-ability”
into “serve-ability.” Special emphasis
was given to the new women’s business department
on the second floor; prominent designer shops
made it important to accentuate Richards’
own identity. From these two requirements developed
the atrium, clerestory, and grand flying staircase.
The most dramatic fixture concept is the suspended
wall system on the second floor. This system separates
the area, while maintaining a sense of overall
space. It acts as an accent in an otherwise neutral
environment.
This store captured the judges’ admiration
with its architectural beauty, its attention to
detail, and its focus on serving the customer.
Built on the foundation of a solid reputation,
this store reflects store fixturing and retail
design at its best. |
