Edgy, all-white fixtures showcase pen line from every angle
LAMY SOHO | 452 W. Broadway, New York City
completed April 2018 | size 2,000 sf
photos Chris Gram/Dynamic fixtures
Contributing Shop! members:
Dynamic Store Fixtures fixtures/millwork
Dynamic Resources fixture contractor
Unexpected display angles and an inverted-pyramid-shaped experience table make a bold statement at this global fine writing instrument brand’s flagship location in New York City’s SOHO shopping district.
Gray and blue flooring materials play up the brand’s signature color palette while setting the stage for striking, modern, all-white fixtures constructed of ColorCore Laminate. The fixtures employ a wide range of merchandising tactics, from displaying pens en masse on their points to highlighting single products on their sides with illuminated shelving.
Front-window product pedestals feature an undulating, fluted top with hard edges. One to two pens are nestled within each groove, fanning out on a diagonal for an eye-catching visual effect.
A showcase wall comprises five columns of display area. Locked concealed cabinetry is topped with four rows of symmetrical illuminated shelving. The fifth showcase displays single pens on closely spaced shelves that blend into the background. The brand’s logo and tagline are featured prominently above the merchandise. The opposite wall displays groups of pens facing point up in wall-mounted fixtures.
In the center of the store, an inverted-pyramid-shaped experience table allows the space to maintain an open and airy feel while providing ample surface for customers to test and experience Lamy products. Open product is merchandised on the carved solid surface top; higher-end product is secured in storage cabinets below.
The cashwrap is also constructed of white laminate and incorporates additional space for displaying product. The backwrap wall is strategically situated in front of a focal point within the space, a glass staircase, and sits on a glass floor. A wall-mounted screen allows for integrated digital signage.
In addition to the retail flagship, the site also provides a mezzanine meeting space for corporates sales.