The client wanted their new jewelry store to honour the company’s history and experience, while also appealing to new customers and current tastes. The ultimate design would have to be timeless, with contemporary highlights and a luxurious appeal. It would also need to support the retailer’s own product line – which over the years had become a significant percentage of their sales – while allowing them to promote other brands, all in a cohesive style that wouldn’t clutter the store with competing marketing.
Under the direction of a new, younger generation of owners, the store was moving to a more well-trafficked location with 325m² of retail space including back of the house and a mezzanine comprising office space. The store opened in the fall of 2018. Recognizing that their shoppers are often making costly – and sometimes once-in-a-lifetime – decisions within their shop, the owners wanted an environment that was warm and welcoming, inviting guests to linger. To achieve all of that, the design team put the following ideas into action:
To simplify the display areas – so that each brand didn’t fight visually with the next – they created continuity through custom display cases, laid out in an art gallery style to remove the clutter of competing marketing, while enhancing the sense of luxury and encouraging a closer look.
To put focus on feature items, while still maintaining a clean-lined aesthetic, they implemented a contrasting black-and-white colour palette, playing on positive and negative space to direct eyes to key product displays.
To see more amazing entries from this year’s WIN Awards please click here.