NEW YORK -- Express, Inc. the specialty retail apparel chain, has launched a new store design concept created by Japanese design firm Wonderwall. The new concept premiered at King of Prussia Mall in King of Prussia, Penn. last month.
Created by Masamichi Katayama, interior designer and principal of Wonderwall , the new concept features design elements of refined chic mixed with unconventional edge and forward-thinking composition to create an individual space and sense of style rarely seen in a mall environment. The same concept is scheduled to launch at Kenwood Towne Center in Cincinnati, Ohio.
“The best of what we know and have learned over many years has been put into this new store design concept, which is modern and sophisticated, yet very engaging, much like our brand,” says Michael Weiss, president and chief executive officer of Express. “We are truly excited about the potential of this new store design concept and look forward to measuring the impact it has on our business in the two markets.”
With a total footprint of 13,000 square feet including over 10,500 feet of selling space, the new store concept creates an environment of striking quality and style.
“I was delighted when Express invited me to create a new design concept. I envisioned a three-dimensional fashion magazine; a source for the new and for the must-haves” says Katayama.
Divided into three sections of Men’s, Women’s and Denim, the new store design features product by dividing key categories and outfitting by gender. Destined to reinvent the way Express customers shop and feel about denim, the dual-gender Denim Lab’s use of texture, fabric and design create a visual focal point in the store. The Lab features an oak wood ceiling and suspended trellis in aged timber, polished concrete flooring and outrigger mounted wooden shelves that are framed by black velvet curtains, creating the ultimate Express denim environment. Wood merchandising tables with black accents are located at each end of the room and are highlighted by a 100 silver globe LED light installation.
A refined Express brand is conveyed through the use of modern industrial fixtures, displays and textures. Mortar walls and concrete floors create an open, expansive space accented with aged oak wood floors. Glossy white walls divide the space into rooms and provide a dynamic contrast to the natural wood perimeter shelving system. The ceiling begets a strong linear feeling through recessed stainless steel troffers and innovative lighting systems. Hanging sculptural elements add visual interest while further elevating product housed on circular stages.
A two-tiered black wood display forms a “runway” down the middle of the store, creating a raised space to merchandise key product. By incorporating flexible fixtures, the store is able to support fluctuating levels of inventory.
The new store concept introduces an exciting social media element to the store environment: through interactive touch screen computer stations, customers can shop online and browse the Express Facebook page and Twitter feed, while mirrored video monitors in the front of store and cashwrap allow for live streaming of Express fashion shows and events.
This combination of modern design and unrivaled attitude truly solidifies Express as a fashion authority in the mall.