Materials convey authenticity, brand heritage
L.L. BEAN CONCEPT STORE | Easton Town Center, Columbus, Ohio
size: 15,000 sf
completion: November 2015
photos: Michael Houghton
HIGHLIGHTING THE RICH TEXTURES OF NATURAL MATERIALS REINFORCES THE RETAILER’S CONNECTION TO THE GREAT OUTDOORS AND ALLOWS THE MERCHANDISE TO STAND OUT. The warm, neutral environment within this kit of parts features strong positioning of the brand’s classic icons, including a tribute to its iconic Bean Boot on a large, wood aisle fixture. Printing the boot’s story on brushed metal tinted in the company’s signature green color adds a modern touch and further pays homage to the brand’s heritage.
With previous brand prototypes ranging between 25,000 and 30,000 sq. ft., the challenge of creating a new concept store within a smaller footprint was solved by streamlining the design. The product assortment was also reformulated.
Other design elements include driving repeat traffic by placing seasonal assortments at the entry. A service counter at the center of the store features a ceiling element and access lighting to make it visible from every entrance. The counter also connects to the stockroom, allowing associates to quickly and easily handle returns while still being available to customers.
A service hub anchoring the back of the store serves as a destination, providing assistance to catalog and online shoppers. Customers can also view upcoming events and schedule their next adventure for the Outdoor Discovery School.