Tag Archives: fashion

when disruption is inspiration

Much has been written about it since it opened in late December of 2013, but I would like to mention Dover Street Market/ New York in context of disruption, a retail strategy I wrote about back in October of 2013, as Comme des Garçons, the driving force behind this innovative retail experiment, has once again proven to be the master of this discipline. Established as the third and american brother of its  original in London we have to ignore the decadence that comes with Favella resembling environments, which sell goods at highest price points for their emotional values as a result of the endorsement of this place and the brands it carries. Instead I would like to draw focus on the creative aspects of the environment, which so refreshingly surprise and disrupt even the savviest retail expert on their discovery through this fashion temple.

Maybe I need to mention the choice of location as the first surprise, a corner in New York’s mid-town, that has absolutely no comparable retail in its immediate vicinity and is more characterized by uninspiring neighborhood restaurants and faceless apartment buildings and would in everyone mind be a financial suicide for such an undertaking. This is where brand confidence crossed with brilliant marketing comes into play, a long-held tradition for Comme des Garçons , where ever they go. ( I do remind of the “Orange Door” in a back alley of Tokyo’s Aoyama district that in absence of a logo lead into a 2 story world of high-end fashion for the ones “in the know” or the store on West 22nd Street in New York’s gallery district in the early 2000s, hidden behind the facade of a car repair shop). And for all those who never dare – it always paid off.

Not intimidated by the relatively small footprint a genius strike is the glass elevator that was brutalistically implanted in the center of each of the 7  floor plates to allow the customer a preview of the entire store offering in one ride to the top, regardless of the fact that it disrupts traffic, views and merchandising on most levels. It is the prime stimulus to the carefully choreographed creative chaos that is dispersed over 7 floors in a souk style fashion.

With displaying multiple brands comes the coexistence problem of multiple identities in one field. To which the creators of this stimulating environment answered by masking the individual brands with crafty expressions of carefully curated fixture (systems) and original to bizarrely defaced  furniture pieces to mini stage sets. If the product does not make you stop then the (art) installations displaying it may have a better chance. Or maybe the freestanding dressing rooms objects will make you want to explore? Whether it resembles high craft or random assemblies, this world of creativity is outfitted with surprises that disrupt one’s expectation at every angle, turning the retail journey into a highly entertaining and inspiring adventure.

It may not convince on all levels of execution but it certainly gains high appreciation on the conceptual end showing once again that Rei Kawakubo and her team are way ahead of their time having created an environment again that is unique and unparalleled yet.

omniform on dover street market

omniform on dover street market

omniform on dover street market

omniform on dover street market

omniform on dover street market

omniform on dover street market

omniform on dover street market

omniform on dover street market

omniform on dover street market

omniform on dover street market

 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
regis pean + omni//form is a strategic architecture and design firm creating
experience based design around the world
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Adapt your concept!

Mauboussin Mandarin Galleries, Orchard Rd, Singapore

When French jewelry brand Mauboussin asked us to take the brand new retail experience concept we had created for their Madison avenue store to Singapore for a new flagship store, we knew we had to make some adjustments.The democratization of fine luxury, as the brand had initiated it in France to reach a wider demographic, seemed not to be the appropriate strategy for the local market in Singapore. Instead we felt that a more successful direction was to turn up the volume on the exclusivity and the french heritage, both aspects that seem highly valued by the local affluent customer. So we put personal customer service at its center and created an interior that is reminiscent of a french palais. But it would not be recognizable as Mauboussin, if it did not have twisted moments of surprise and playfulness in the details. In the end it is as important to show that Mauboussin is a french luxury heritage brand with a very young and fresh spirit at heart.

Mauboussin, Mandarin Galleries, Orchard Rd, Singapore

design by omni//form,inc

      

  

   

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Pop!

Pop-up stores can be good examples for branded retail environments. They are erected to feature a brand or a launch of a product so the environment is ideally tailored to that need.

Here is an excessive example of such concept:
For those of you who are nearby do not miss to stop at Selfridges Oxford Street in London before October 19th. Louis Vouitton installed an absolutely over-the-top pop-up space in celebration of the launch of their new collection featuring Japanese artist Yayoy Kusama, who became famous in the 60s with her polka dot paintings and organic sculptures derived from obsessive responses to psychedelic drug experiences.
By defining a whole space with her paint subjects, they created a 3 dimensional version of Kusama’s paintings allowing visitors to experience the intensity of the artist’s obsession with polka dots and organic shapes to its fullest. – Definitely a memorable experience!

  

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Smashbox Cosmetics – launches New Store Design Internationally!

Smashbox Cosmetics launches a new store design to expand into international markets.

Legendary and “uber-hip”make-up line Smashbox Cosmetics – a spin-off of trendy Smashbox photo studios in Los Angeles – opened its first bespoke international installation in Douglas Berlin, Friedrichsstrasse on Friday, April 27th, 2012.

The design, crafted by omni//form,inc, a New York based design agency specialized on retail concepts for beauty/fashion and luxury, refers to the look and feel of a photo studio and captures the vibe of  the fashion, the glamour and the scene that put Smashbox studios on the map.

The product is “staged” in white boundary less space with focused lighting to create a scenario of highlights and shadows. Equipment to hold up shelving, displays and accessories is reminiscent of studio grip equipment. To support Smashbox’ image as “the digital brand” in the industry, the installation features ipads with video content and the possibility of live streams from Smashbox studios in L.A. as well as direct link ups with social media for customers to share their on-counter experience.

“It is important to create something that consumers can immediately associate with the brand,” says Péan, principle of omni//form, inc. “ Consumers in foreign countries are not yet familiar with Smashbox Cosmetics’ brand codes, so we are helping in our way to make it unique and recognizable.

For more information:

http://www.smashbox.com

http://www.omniform.us

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