Monday 10 Jun 2013


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Diane von Furstenberg at The Forum Shops, Las Vegas is the latest adaptation of the Freestanding Store Concept by Kramer Design Group.  The concept for this location plays off the brand's core equities: Empowerment, Freedom, and Effortless Chic. It's all about Diane, the Pop-Art icon. We looked to create an interior that reflects Diane's sophistication, modern strength & femininity.

DVF's new store design concept embraces the heritage of the brand within a clean, sophisticated and modern environment.  The space acts as a showcase for the global luxury lifestyle brand, displaying four seasonal collections and an assortment of accessories including shoes, handbags, small leather goods, scarves, eyewear, fine jewellery, watches and luggage.

Kramer identifies the core equities of a brand and translates them into a clearly defined message that is consistently communicated to the consumer at every touch point.  For Diane, art was the most important aspect of her brand: ART as Pop Art, Diane as an Art Icon, reinforcing the History of the Brand's involvement in art and supporting artists.  The challenge was how to incorporate iconic DVF artwork and heritage patterns in a way that enhanced the store design without competing with the merchandise. The solution was to provide a ‘gallery-like' space to best display the sophisticated and colourful collection while communicating the message of Diane as a Pop Art Icon.  To reinforce that theme, a large canvas print of the reinterpreted Interview Magazine portrait of Diane is displayed at the rear of the space. DVF artists we commissioned to hand-paint the brand's signature ‘Lips' Icon onto the walls of the accessories area and Kramer also developed custom wall coverings within the apparel niches, printed with the iconic ‘Twig' and ‘Chain Link' DVF Heritage Patterns in subtle gray-scale tones on a fabric-like texture.

The designers decided to make a strong and definitive brand statement by distinguishing her classic collection and iconic wrap dresses from the seasonal merchandise. Additionally, the division of the store into multiple rooms for apparel and accessories ‘shops' created a multi-layered experience and rhythm to the consumer progression throughout the store. 

The DVF brand crosses generational borders, social borders, and nationality borders.  It seeks to inspire women everywhere: "One woman created the INSPIRATION and ASPIRATION that gives every woman CONFIDENCE" - Diane von Furstenberg.  Kramer Design Group was inspired to create a store that reflects that same message.