Studio-inspired setting encourages shopper interaction
NATURALIZER FLAGSHIPS | Chicago and New York
size 2,000 sf
completion February 2019
photos Courtesy of Caleres
Contributing Shop! member
Footwear brand Naturalizer has always positioned itself as catering to the modern woman. And as the life of the modern woman has evolved, the brand has, too. Looking to revolutionize its in-store experience without sacrificing its classic heritage, Naturalizer called on JGA to translate its new positioning into a revamped store prototype.
The new stores are stickier, more interactive, and much more multidimensional to attract Naturalizer’s growing younger target. The prototype’s studio concept is born out of a desire to meet the modern women where she is—be it in the mood to be inspired or time pressed with a specific need.
“Instead of showing her everything, the new store design allows for storied curation,” says JGA Chairman Ken Nisch. The presentation presents clarity without sacrificing choice.
The design also features a pop-in shop experience that provides a unique selling opportunity for female artisans. This area allows the brand to curate an evolving array of handcrafted accessories and beauty products.