Minimalistic signage leads to fabulous boutique
10022-SHOE | Saks Fifth Avenue, Greenwich, CT
size: 14,000 sf
completion: October 2016
photos: A-Frame Photography
Shop! member FRCH Design Worldwide contributed to the design
MINIMALISTIC STREETSCAPE SIGNAGE LEADING TO A HIDDEN GATE REVEALS THE NEW FORMAT of a Saks Fifth Avenue shoe store that blurs the line between retail and residential within a casual, very feminine environment.
The space is one of three freestanding specialty stores that reimagines the conventional department store footprint within a collection of boutique formats. All three stores are a collaboration between FRCH Design Worldwide and Hudson Bay Company’s global store design team.
“We looked at transforming Saks’ brand language into a localized approach that could be not only an elegant and immersive shopping experience, but a place that was comfortable, serving as an everyday social gathering place,” says Heesun Kim, VP and creative director at FRCH.
A 24-ft. deep and 15-ft. wide glass canopy ushers shoppers inside Saks’ first stand-alone 10022-Shoe store, devoted to women’s footwear. The design pays homage to the mid-century brick building’s architecture. Leaving brick walls and ceiling pipes exposed creates a rustic, polished feel. Whitewashed brick and honey oak flooring provide a soft touch. Ample lounge seating that encourages socialization adds to the welcoming vibe. Custom artwork adds elegance.
In a nod to localization, sculptural elements and strategic color choices celebrate the community’s change of seasons. Cherry blossom in the area rugs and lounge conveys spring. An ice blue hue inspired by the color of the winter ocean can be seen in the lounge’s furniture fabric. A wall-mounted sculpture and three-dimensional objects featuring hand-brushed plaster finishes express the carefree nature of summer. A carefully arranged bubble glass sculpture with amber represents the fall leaves.