Store design puts golden sheen on Detroit’s blue-collar roots
Housed in an art deco building that dates to 1928, this one-time auto dealership gets a revved up renovation that puts a golden sheen on both the brand and the city’s blue-collar roots.
Carhartt Detroit | Detroit, Mich.
Size: 5,210 sf
Completion: August 2015
MOSS Retail in-store graphics
RGLA Solutions AOR, design, in-store graphics, in-store signage, project management
Rocky Creek Ltd. fixture contractor
Yunker Industries in-store graphics
The tribute takes on many forms. These include:
- Utilizing portraits at the cashwrap of Michigan workers, dubbed “the faces of Carhartt,” that’s overlaid with a portrait of company founder Hamilton Carhartt executed in a mosaic of Phillips head screws.
- Displaying shadow boxes of worn Carhartt workwear with testimonials from the previous owners, all customers who say how they wore and loved the pieces.
- Using a 1963 Chevy pickup Chassis as a feature table base.
- Exhibiting shadow boxes with sledgehammers that were used in the grand opening barricade wall smashing. Pictures of the building highlighting its preservation and symbolic meaning to the Carhartt brand are also on display.
- Using reclaimed wood from abandoned Detroit houses to create fixtures.
More features further enhance the emotional connection to brand heritage and city pride. These include a colorful mural of working men and women painted on the building’s northern side, as well as large scale photographs of Carhartt customers in the front of the building. In addition, shoes and supporting accessories are accented by a local landscape mural and diamond plate tool boxes.
A central worktable lets customers interact with the brand, its history, and search the latest products with digital technology. The workbench-style table was designed to house tablets and large touch-screens.
Floor merchandise displays are also enhanced with digital signage that communicates product features, as well as promotions, and are offset against reclaimed wood tabletops with Detroit location legacy stamps. Custom fixtures and fixture components were designed to incorporate materials that are part of the Carhartt vernacular, timber and steel.