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Retail Communications & Design
ROCKPORT RETAIL STORE REDESIGN
In an effort to contemporize the brand and increase profitability we looked to redesign our stores as the previous stores were large and drew primarily a male clientele based on the aesthetic. The store needed to accommodate a smaller footprint with enhanced features for fewer sales associate involvement. The concept took inspiration from a loft where the spaces were small but used in innovative ways. We created the appearance of daylight using dedicated spotlights and muted pastels coupled with white brick. The storefront had the option for digital signage for easier change-outs and video graphics. Our cash register was one of the first to use iPads instead of large-format registers. We also created a try-on-tower where consumers could try on footwear for size and order to have the product delivered.
BOWERS & WILKINS
The performance audio space is complicated from a retail perspective as each account has specific needs which limit the economies of scale. We needed to create comprehensive POS solutions for Big Box retailers such as Best Buy/Magnolia and John Lewis but also for a variety of small independent Hi-Fi accounts of different sizes capabilities. I created a comprehensive POS toolkit to ensure there was a variety of solutions that would allow the product to be played at a touch of a button with a video playing simultaneously for each product highlighting the creative and value proposition through to simple paper POS.
As we looked to launch new headphones, we needed a display that would highlight our luxury nature while fitting into the cluttered headphone landscape. Each retailer had unique needs and the POS had to be highly customizable for height, width, depth, and assortment. Our concept was taken from high-end watch displays, we mixed beautiful marble-like acrylics and powder-coated metals for easily customizable displays.
ADIDAS GROUP
One of my roles while at the Adidas Group was to create all the creative and messaging for our retail and wholesale stores. Upon taking this role on I was asked to move from six store programs a year to a new store program every three weeks with additional seasonal flips twice a year. Below represent some of the window and table programs that I found interesting. These programs extended throughout the interior of the stores down to the price tags. Our approach was based on the 300, 30, 3 concept which interests people at 300 feet away, compels at 30 feet, and creates action at 3 feet.
SEASONAL PROGRAMS - Seasonal was always a fun challenge as we had to find new ideas for similar stories that were eye-catching, bold, and with interesting copy. The below are select programs from two different seasons.
ENERGY DRIVERS -Energy drivers were designed to be our big stories of the season. Fashion oriented high heels that moved like a sneaker, or innovative mens platforms with built-in sneaker technologies typically led the season. Below are three programs that were not only highly successful but were creatively fun.
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