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Jimmy’Z seems more like a hip local hangout than a clothing store. In one store, aluminum louver walls partitioning the space, chaises, and pool tables evoke a trendy apartment. In another store, music plays from a central platform styled into a DJ booth, enticing shoppers to enter and enjoy the environment.

The two designs provide a funky twist on apparel retailing for Aéropostale's latest concept targeting 18- to 25-year-olds. The design concepts reflect the perspectives of Gensler employees in the target age group. “We culled through their aspirations and then sought to express those needs in a retail environment,” says Kathleen Jordan, a principal at Gensler. “It needed to feel as inviting as somebody’s living room, where anyone would want to kick back and relax.”

The fixtures convey that design vision. “We worked closely with the designers to implement that lifestyle feel,” says Mike Gaines, director of program management for Leggett & Platt’s Garcy/Piedmont division.

Dual Vision
The new concept uses two store designs—a “live-wire” bar scheme for store locations with rectangular space layouts and an “at-home” room scheme for locations with square space. Unifying the two concepts and creating brand consistency throughout the locations are rift-cut white oak perimeter fixtures and a red and tan color palette that crosses gender preferences for the display of unisex merchandise.

Other gender-neutral elements include river rock tiling, white globe lighting, and mixed dark- and light-wood combinations. Allowing for regional references are loose fixtures in similar shapes with various finishes as well as a collection of organic and funky merchandising tables.

Audiovisual monitors embedded in the wall complete the experiential feel. The dramatic 10-ft. orange wall incorporates 700 pounds of monitors in various shapes and sizes, including a 63-in. plasma screen and LCD screens from 5 to 15 in. The smaller screens display montages of relaxed West Coast beach imagery, while the 63-in. screen hosts videos and pre-recorded live concerts. In each fitting room, a 7-in. video screen displays a proprietary audio channel.