Trish McEvoy: Cosmetics Grouping, Harvey Nichols, Manchester, UK

Architecture/Design Callison Architecture Inc., Seattle

Fixtures Barlows Group, Sheffield, UK

General Contracting Andbridge Ltd., Lichfield, Staffordshire, UK

Photography David Perks Photography, Wallington, UK

Retailer Trish McEvoy Ltd., Pittsford, NY

Materials Figured English sycamore veneer, molded plastic, satin nickel, glass, Corian

Merchandise Featured Cosmetics including skin-care and fragrance products as well as make-up and signature tools such as brushes, planner, and make-up kits

Target Market Women

The Challenge: Meeting Multiple Needs
When celebrity makeup artist Trish McEvoy took her cosmetics line overseas, she wanted an in-store image that could be manipulated throughout the company’s expansion. Callison Architecture’s design for the fixtures in the Harvey Nichols’ Manchester store, which opened in August 2003—a decade after Trish McEvoy products were introduced to the U.S. retail market—had to be versatile enough to be reconfigured in other retail venues. It also had to convey McEvoy’s philosophies:

• A modern, yet timeless, rather than trendy, approach to beauty.
  
• A focus on simplicity and organization. Believing her products will sell more if they appear easy to use, she has emphasized make-up “planners,” zippered binders designed to “edit” and organize cosmetics items for home and mobile use. McEvoy wanted her store fixture designs to feature the same kind of organized functionality. “She did not want a lot of product out or a lot of imaging. She wanted nothing on the countertops,” said M.J. Munsell.
  
• Approachability. Though her clients include the likes of Angelina Jolie, Sarah Jessica Parker, and Julia Louis Dreyfuss, McEvoy wanted a selling environment that would make the art of make-up seem available to every woman. Since consultations can be intimidating, the ambiance had to put customers at ease. “Trish’s point of differentiation is to focus on the relationship between the cosmetics and the customer, so she wanted a warm and cozy environment, sort of living-room-style,” Munsell explained.

Another challenge for the Callison team was to create different zones for promotion/storytelling, playing and testing, and private consultation.

The Solution: Taking a Cue From Electronics Industry

With mere weeks to complete the project, the Callison team worked directly with Trish McEvoy, showing her renderings in form-Z modeling software. A modern image was achieved with a simple design and clean shapes. McEvoy’s desire for a living-room style led to the signature patterned banding on the wood, a material not commonly used in European cosmetic shops. The concept for this “quilted” look came from the furniture in McEvoy’s own living room. “It provides a simple, organized surface that doesn’t distract from the product,” Munsell said.

The organization continues throughout the fixtures, with a breadboard-style slide-out tray below counter level featuring a recessed toolbox. Cubbyholes reminiscent of an electronics breadboard make the products easy to find. “The breadboard is still a big part of her business. It allows sales associates to expand the counter when needed without having clutter,” explained Munsell.

Counters that are lower than typical cosmetic standards encourage playing, with the tester unit inserted in the Corian countertop. Hidden in the countertops are recessed tool bins. Trash is constantly generated when shoppers are testing cosmetics, so waste receptables are tucked away, accessible via holes in the countertop.

The cylindrical Hot Item Display Table invites “fly-by” customers to check out new products and special features.

And changeable cells in the tester unit allow employees to keep displays fresh cost-effectively by changing color inserts from season to season. “Most cosmetics companies spend a lot of money changing their testing areas, but in this design, modularity is built in. Trish McCoy changes it about once a season,” Munsell said.

FedEx World Service Centers Prototype, Chicago

Architecture/Design Callison Architecture Inc., Seattle

Design Ziba Design, Portland, Ore.

Fixtures Accel Group, Wadsworth, Ohio

General Contracting Pelar Construction Inc., Chicago

Retailer FedEx, Memphis, Tenn.

Dimensions 600-1,800 sq. ft.

Materials Extruded aluminum, bent plywood, HPL

Merchandise featured Express and Ground delivery services and packaging as well as branded merchandise sales

Target market Four types of customers

The Challenge: A Flexible Set of Fixtures For Four Customer Types
With a well-established 2D brand identity, FedEx wanted to evolve that into a 3D brand language for retail centers. Having worked with FedEx for four years, Ziba Design created the branding package. Enter Callison Architecture. “Our role was to translate that branding package to a shopping environment with 600- to 1,800-square-foot space in each store on time and within budget,” Munsell explained.

The retail design would need to be consistently implemented in existing FedEx sites of varying sizes and configurations. It also had to address the needs of four types of customers:

1. The “Frisbee” customer, who runs in with a package already assembled, throws the package on the counter, and runs out

2. The “Confirmer,” who comes in with the package assembled, but needs a nod or a piece of paper to acknowledge the drop-off

3. The “Do-it-yourselfer,” who brings in items to be shipped, but needs all the parts to put it together, and then assembles it without help

4. The “Attention-seeker,” who needs full customer service

Taking off on sketches and models created by Ziba, Callison worked with many people at FedEx to accomplish the retail mission.

The Solution: A Modular Fixture Package
Breaking the traditional shipping service center “counter culture,” this prototype for remodels enhances the customer experience with customized fixtures, digital graphics, and a fresh take on finishes. Replacing the flat, heavy, neutral palette and detailing of the old design is a modern, fresh attitude conveyed through the use of a warm ash wood laminate on the fixtures highlighted with aluminum components and aircraft-inspired detailing. In addition, a darker carpet tile with a linear pattern was used to provide a strong ground plane for the fixtures and wall graphics to set against.

The modular fixture package easily adapts to suit configurations in existing sites. It accommodates the functional needs of different customer types, agent and courier workflow, and the company’s evolving business model. Brand, marketing, and service messages on strategically placed LCD panels cut the usual clutter, while a scaleable, flexible kit of parts promotes efficiency and precision in varying installations.

Three store areas address all four customer types.

Frisbee and Confirmer customers can toss their packages on the counter or in a Quik-Drop pass-through (not shown), an oval wall opening framed in aluminum with acrylic backer, and can find components for assembling their next packages at the retail center. This area integrates electronic messaging panels with FedEx’s open-sell merchandise and the materials used for the packaging services. Plasma screens provide information without making the area seem cluttered.

For the Do-it-yourselfer, a DIY center contains all the items needed to assemble a package for shipping. Pieces are neatly organized for user-friendly access.

FedEx agents cater to Attention-seekers at the agent counter. Behind the agents is a conveyor to transport packages to the back and, on the wall, a highly visible services menu.

Designed to resemble a jet engine, a pendant clock with the logo conveys the idea of timely deliveries.

Built by Accel Group to withstand a lot of abuse, the modular fixtures feature extruded aluminum frames with bent plywood panels in front and HPL counters.