Seeing is Believing at Oliver Peoples

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Oliver Peoples desired an aura of celebrity and excitement for its Sunset Plaza optical boutique. “The company wanted something extraordinary that would stand out—a fashion-forward brand with fashion-forward customers,” explains Hein Haugland, president of design firm Culteva. He worked with Michael Robinson of Robinson Hill Architecture to turn vision into reality.

The contemporary design of the store and its fixtures captures the luxurious essence of the company’s high-end optical merchandise. A curved ceiling with a drop-down panel that appears to float in mid-air creates an open and inviting space. An earthy, green palette establishes a warm, comfortable atmosphere. Music is incorporated into leather seating areas by way of built-in plugs for iPods.

Eyewear is highlighted within fixtures bathed in light and seemingly materializes from the rear wall. A cylindrical greeting counter displays vintage sunglasses in LED-framed bowls carved from the counter surface. Fixture maker Moon Design Manufacturing incorporated three types of concealed lighting, including fiberoptic illuminators, into the counter design to create the special effects. A flat-screen monitor projecting classic Hollywood movies is integrated into a wall display.

The rear wall of the store serves as a stage for three abstract forms that morph from the wall wearing Oliver Peoples’ eyewear. The 6-ft. sculptural elements are crafted of wood, but appear to be made of a liquefied material. Bringing the forms to life was challenging. “We had to create a 3D movable rendering using computer animation,” explains Bruce Moon, president of Moon Design. “We also had to create a strong sub-base structure so they wouldn’t tip over.”

“The concept is well-balanced and eye-appealing,” Moon says of the fixtures. “It all comes together nicely.”

Forever 21 Bridges the Generation Gap

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At the hip Forever 21 store in San Francisco, old and new energize and complement each other in a landmark banking hall converted into retail space. The building’s historic designation created some challenges for architectural firm Gensler. “We couldn’t permanently fasten anything to the perimeter walls that could damage the existing Italian plaster or the painted plaster ceiling,” explains Alison Carr, senior associate. Gensler specified gypsum board for the freestanding wall displays that serve as dividing panels and the runway merchandisers that direct customers through the store. Track lighting had to be incorporated into the contemporary ceiling panels.

Fixture manufacturer Marlite/Vitra supplied a Visplay Mono 25 retail merchandising system as well as an invisible merchandising system and hardware accessories for the freestanding wall displays. “It was a custom fabrication. We had to manufacture it all from scratch with a very limited timeframe,” says Ed Sellors, sales director. A single-point support system of sockets with a smooth satin finish, the Mono 25 system offers considerable flexibility in retail display, with numerous choices in arm styles, shelf brackets, and shelf supports.

The Visplay Invisible merchandising system, which is composed of several horizontal profiles, is exclusive to Marlite. “It is unique because the profile holds the finished laminate face,” explains Sellors. “It also will directly support glass shelving as well as merchandising accessories.” Because only the shelves and display accessories are visible, the merchandise appears to float on air. The low-profile fixtures blend perfectly into Forever 21’s store environment, which recreates old Hollywood glamour in a modern style.