‘Fab’ulous design spreads message of health, happiness
FABLETICS | Mall of America, Bloomington, MN
size: 1,371 sf
completion: May 2016
photos: Abernathy Photo
Shop! members contributed to the following elements:
Herschman Architects architecture, design, lighting design, project management
Leiden Cabinet Co. fixture contractor, metalwork, millwork, solid surface, store fixtures, wall panel/molding
COMMUNICATING THEMES OF HEALTH AND HAPPINESS, this design reaches out with encouraging messages and large format graphics that convey the store’s mantra, “live your passion.” Adding brand identity, a photographic wall mural of celebrity co-founder Kate Hudson doubles as a social media magnet, where customers can take a “selfie with Kate.”
A highly-visible layout allows visitors to experience the entire retail collection upon entry and circulate with ease. Glazing permits full viewing of the store from the mall concourse. The subscription-based e-commerce company also effortlessly straddles its presence in the brick-and-mortar and Internet realms with an online station for endless aisle options.
Dark brown and warm gray stained oak panels are visible throughout the store and fixture displays. Adding to the warm, welcoming tone, a mannequin display sits in front of a rustic and deep wood backdrop.
Using modern design lines and finishes provide a clean, non-gender specific palate. Linear-patterned porcelain ceramic flooring throughout the sales floor and fitting rooms supply a uniform connection between spaces. Laying the tiles in a modern stack bond pattern creates a subtle texture that works well with the floor displays and merchandise.
Other elements include:
- Impulse goods in cubbies and racks at the cashwrap
- Burnt penny finish on the metalwork
- Spacious fitting rooms with mirrors and lighting
- Moveable floor fixtures with end caps
A medium bronze stained oak open armoire fixture with highlighted grain provides a vertical break between departments and allows customers to “rummage through the closet for good deals.” Outfitting fixtures with storage, such as putting drawers in the well-lit sports bra display, solves the challenge of having limited back of the house space.
Herschman Architects and Leiden Cabinet Co. also contributed to the Fabletics store in Woodland Hills, CA. The store was featured in Retail Environments magazine. For more, go here.