Vitrinismo e Visual Merchandising

Experience Retail Now
APRIL 2011
A Pvmsd.com
RIL 2008
APRIL 2011
LIVERPOOL
|
T.G.I. FRIDAYS
|
SUPERVALU
|
MANNEQUIN TRENDS
|
SIGNAGE & GRAPHICS PRODUCTS
A STEP UP
Mexicos Liverpool takes a fashion-forward leap

T.G.I. Fridays gets a restaurant refresh
Top 3 mannequin trends
Supervalu makes a local connection
in Minnesota
Experience Retail Now
APRIL 2011
Vol. 142, No. 4
CONTENTS
COLUMNS
24
FROM THE EDITOR
VMSD EDITORIAL
ADVISORY BOARD
THE GOODS
Starbucks new logo

Session Highlights: EuroShop
Obituary: Alton Doody
IRDC Registration Opens
12 DESIGN DETAIL
Icebreaker gets touchy-feely

in New York
16 NEXT STORE
Steps to integrating social

media with store design
44 CREATIVE KICKSTARTS
Using group blogs to unite

co-workers, inspire clients
46 SHOWROOM
Signage & Graphics
55 AD INDEX
56 CHECKING OUT
20
Rising star Leonard Barszap
F E AT U R E S
20
THANK GOD ITS FRIDAY AGAIN!
Americas original happy hour restaurant refreshes its look

from the outside in.
24
CABIN IN THE WOODS
Supervalu uses local design references to connect with

a Minnesota community.
31
MAD FOR MANNEQUINS
VMSD looks at the latest attention-grabbing trends

in mannequins and forms.
38
ON VMSD.com
IN WITH THE NOW
Trend zones put fashion at the center of Liverpools

redesigned department store in Mexico.
Exclusives in March
BREAKING THE MOLD
On the cover Liverpool remodeled its Polanco, Mexico, store with
improved circulation patterns, a neutral color palette and added

fashion displays, including mannequins in its signature pink color.
PHOTOGRAPHY: OMS, CHRISTIAN DOHN, TOBIAS HARRIS, CINCINNATI
Follow VMSD on
2 APRIL 2011 | vmsd.com
Inside Icebreakers
experiential store
environment.
L.A. WOVEN
Missoni makes its L.A. debut

with a store wrapped in
metalwork.
FE
FROM THE EDITOR
Hungry for
Change
11262 Cornell Park Drive

Cincinnati, OH 45242
P: 513.421.2050 | F: 513.421.5144
vmsd@stmediagroup.com | VMSD.com
The pressures on for supermarkets

and traditional grocers to stay
flexible and focused.
Its not until you try to change your habits that you realize just how
much youve come to depend on their, well, routineness. Over the
last couple of months, frustrated by quickly rotting produce and the
absence of some of my favorite products on the shelves, I decided
it was time to try a different grocery store. The new chain offered a
recently remodeled store, an in-house coffee shop and several amenities that were lacking at my old one, which was acquired by a new
owner a year ago.
Its been a slow transition. My brain still goes on autopilot as I continue to create my weekly shopping list based on my old stores layout.
Efforts to learn my way around the new store easily add 30 minutes to
my Saturday afternoon chore. Sure, I know the milk is hidden all the
way in the back corner, but what about soap, lotion and toothpaste?
Why cant I find the pasta?
But Im willing to plug forward. Why? Because the reward better
store environment, better selection is so appealing. And because I
feel better shopping there.
But that doesnt mean my new store should rest on its laurels. More
and more retailers are selling fresh produce and groceries, including
Walgreens and CVS. Some malls are bringing in supermarket chains as
anchors a role once reserved for department stores. The idea is that
if people come to the mall to buy food, theyll buy other merchandise
as well, Dan Fasulo, managing director, Real Capital Analytics (New
York), told Bloomberg.
All of this highlights the need for supermarkets to stay flexible
and tuned in with todays shoppers. Supervalu Inc., the third largest
U.S. grocery company, plans to double the number of locations of
its extreme value grocery Save a Lot, while also opening community-inspired supermarkets. (See Cabin in the Woods on page 24.)
Safeway Inc. plans to open 26 new stores in 2011, the highest number
in four years. Meijer is investing $75 million in a remodel project for
select stores in Ohio and Michigan. Kroger Co. is pushing its ownbrand products as an alternative for price-sensitive shoppers.
If theres any consistent in our industry, its change, Rodney
McMullen, Krogers president and ceo, told Supermarket News.
The National Retail Federation says it expects retail sales to rise
4 percent in 2011, the biggest increase since 2006. However, slow job
growth and rising prices, including food, gas and apparel, will continue
to keep consumers in a cautious mindset.
All retailers, from food to specialty apparel, should make sure
theyre ready and willing to keep the changes coming.
EDITORIAL
Editor Anne DiNardo
anne.dinardo@stmediagroup.com
Senior Art Director Kimberly Pegram
kim.pegram@stmediagroup.com
Assistant Editor Whitney Harrod
whitney.harrod@stmediagroup.com
Editor at Large Steve Kaufman
steve.kaufman@stmediagroup.com
New York Editor Eric Feigenbaum
European Editor John Ryan, London
SALES
Publisher
Eastern U.S. / Eastern Canada
Murray Kasmenn
murray.kasmenn@stmediagroup.com
P: 770.578.2577
Business Development Manager

Western U.S. / Western Canada
Donna McKerrow
donna.mckerrow@stmediagroup.com
P: 770.650.8233 x339
Business Development Manager

International
Patricia Iannelli
patricia.iannelli@stmediagroup.com
Via G. Rossini 16, 21100 Varese, Italy
P: +39.0332.240285
C O R P O R AT E
President Tedd Swormstedt
Design Group Director Kristin D. Zeit
Audience Development Director Christine Baloga
Production Coordinator Keri Harper
Senior Event Manager Kristy Lohre
Director of Book Division Mark Kissling
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d e c o r a t i v e S
d i S p l a Y S
EAB
vmsd editorial advisory board
r e ta i l e r s
Bevan Bloemendaal
Senior Director, Global Creative
Services
Timberland
Rick Burbee
Divisional VP Home Design/
Trend
Sears Holdings Corp.
Amy Garrigan
VP, Brand Development
Family Christian Stores
Jose Raul Padron

Senior Visual Manager
Godiva Chocolatier
Beth Harlor
Associate Director CBDi Design
Procter & Gamble
Tracey Peters
National Visual and
Merchandising Manager
Holt Renfrew
Jack Hruska
Executive VP, Creative Services
Bloomingdales
Max Carmona
Senior Director
McDonalds USA
victor johnson
Director, Store Environment
White House | Black Market
Tim Cox
Director, Creative Services
Publix Super Markets
Jeffrey Key
Store Environment Manager Store Planning
Lowes Companies Inc.
DAVID CURTIS
Director, Store Design North
America
Starbucks Coffee Co.
hak kim
Director of Store Design
Tumi
matt davison
Director, Store Design and
Planning
Kohls Department Stores
Lynn Knutson
Visual Merchandising Program
Manager
Harley-Davidson
Linda Fargo
Senior VP, Fashion Director and
Store Presentation
Bergdorf Goodman
Jay Kratz
Architect, Senior Design Manager
Store Design
Luxottica Retail
Tracey finger
Senior Manager Retail Creative
Apple
sharon lessard
Chief Design Officer
SuperValu Inc.
Jason Floyd
Director, Store Development
GameStop Inc.
Dave Lindsey
Corporate VP, Store Planning
Nordstrom
david milne
VP, Architecture and Design
Carlson Restaurants Worldwide
DESIGN /industry
CONSULTANTS
Tom Beebe
Creative Consultant/Stylist
Jim Crawford
Executive Director
Global Retail Executive Council
Ken Pray
Director, Store Design
The Kroger Co.
Steven Derwoed
Principal
Callison RYA Studio
reginaldo reyes
Senior Design Lead
Target
peter dixon
Senior Partner, Creative Director
Prophet
Kevin Ruehle
Store Layout, Senior Director,
Prototype Design & Evolution
Walmart
Bruce Dybvad
President
Interbrand Design Forum
Todd Taylor
Director of Design
Darden Restaurants Inc.
Lee Peterson
Executive VP, Creative Services
WD Partners
todd rowland
Director of Design, Retail
Little
randall stone
Senior Partner
Lippincott
Les Hiscoe
VP, Retail Group
Shawmut Design and
Construction
Parisa Zander
Director, Worldwide Visual
Merchandising, Store Design
Microsoft
tara o'neil
Chief Creative Officer
Perennial Inc.
Brian Shafley
President
Chute Gerdeman
Bryan Gailey
VP Retail Design Director
Arc Worldwide
Jan Tribbey
VP, Store Design & Construction
Victorias Secret Stores
Limited Brands
Kevin ODonnell
Founder
Thread Collaborative
Randy Sauer
Principal
MulvannyG2 Architecture
niki fitzgerald
VP, Managing Creative Director
Graphic Design
FRCH Design Worldwide
James Sloss
VP, Design|SPACE
Macy's Inc.
Dimitri Vermes
VP
CBX
rachel zsembery
Associate
Bergmeyer & Associates
david hogrefe
Managing Director
Fitch
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BOUTIQUE
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THE GOODS
CO U R T E S Y O F STAR BUC KS COFFEE CO., SEATTLE
Edited by Anne DiNardo
The Mermaid Stands Alone

Its been 40 years since Starbucks opened its
first location, a small retail space in Seattles
Pike Place Market.
Millions of venti lattes later (or is it latte
ventis?), the retailer launched an anniversary
celebration featuring, among other things, a
new logo and what it describes as a new instore look focusing on the iconic siren.
No, that peculiarly alluring mermaid with
her two scaly, finned tails has not disappeared
from the logo. What is gone, however, is the
ring of words around her announcing STARBUCKS COFFEE. Instead, the company is
letting the little mermaid speak on her own

for the brand. But whats she saying?
Our new logo [honors] our deep coffee
heritage, chairman, president and ceo Howard Schultz announced, while allowing us to
grow in exciting new ways.
The obvious speculation and the
announcement was not without speculators
was that this allows Starbucks to introduce a
new line of non-coffee-related merchandise.
A celebration in March unveiled the new
siren in stores in Beijing, Paris, London and
New York. Steve Kaufman
REGISTRATION GOES LIVE

Mark your calendars for April 15 when registration opens for
the 11th annual International Retail Design Conference.
This years event runs Sept. 7-9 at Parc 55 Wyndham in San
Francisco. For more information and to sign up to become an
IRDC Insider and receive discounts, visit irdconline.com.
TG
the goods
fast
fact
14,400
Square footage of Walmarts

first Express store, scheduled
to open in Gentry, Ark.
Source: Bloomberg, March 9, 2011
In Remembrance:
Alton Doody
10 April 2011 | vmsd.com
Sharon Lessard
ignaz gorischek
james damian
session highlights from EuroShop

The customer of today does not have the loyalty of the customer before.
That was the message from James Damian, former executive at Best
Buy, talking to an audience of 200 retail executives and design professionals at EuroShops Retail Design Conference in February. Damian
was joined by Supervalus Sharon Lessard and Neiman Marcus Ignaz
Gorischek in discussing Store Design Trends across the U.S., a session
presented and moderated by VMSD.
Damian challenged the audience to think of ways to bring relevancy
to their brands and offer something that will keep customers coming
back. The art of the transaction is not enough, he said.
Lessard and Gorischek offered examples of how their companies are
adapting to meet shoppers changing needs.
Were really emphasizing the neighborhood, said Lessard in discussing Supervalus diverse supermarket formats. This fall, the company will
unveil a new Shop N Save in Pittsburgh, Pa., as part of a community revitalization project. It will be the first full-service grocery store in the area
since the 1980s, she said.
Speaking on the luxury sector, Gorischek discussed Neiman Marcus
new Last Call Studio, which launched last year in response to the recession. People still wanted fashion and value, he said.
Check out VMSDs May issue for more coverage of EuroShop 2011. x
Anne DiNardo
Cou r t es y of Ch u te G erd em a n, Col u mbus , O h io ( Doo dy ); e hi/ros e n da h l ( euro sh o p )
In March, Alton Frederick Doody Jr., 76, a retail

and marketing visionary and business mentor,
died after a battle with cancer.
Doody had a successful career as a marketing professor at The Ohio State University
before launching his worldwide consulting practice. In 1976, he formed The Doody Company
to assist retailers in the design and reformatting
of their stores by looking at how to display and
merchandise product in a manner that would
promote sales.
This past February, more than 100 friends,
former employees and colleagues gathered
with Doody at the offices of Chute Gerdeman
(Columbus, Ohio) to celebrate his career and
influence on the retail design industry.
Doodys retail marketing vision lives on
today in the evolving processes used by many
successful retail marketing service companies,
Denny Gerdeman, co-founder of Chute Gerdeman, wrote in a blog on VMSD.com reflecting
on the gathering (shown above with Doody and
Chute Gerdemans co-founder, Elle Chute).
Major retailers the world over can trace part of
their success to the revolutionary principles and
ideas he introduced.
How well do you know Amtico?

For over 40 years, Amtico International has been bringing you the best
quality, styling and innovations in flooring.
Get to know the Amtico International family of brands.
Visit us online at amtico.com.
BB22 - Back to Black

GN11 - Composite Calcium
DD
D E S I G N D E TA I L
By Anne DiNardo
Icebreaker TouchLab
New York
Concept: This New Zealand adventure apparel brand

has New Yorkers saying, I cant believe this is wool.
For more images of the Icebreaker TouchLab, visit VMSD.com.
1 CEILING RIBBON
A c-shaped loop covered in shag-pile carpet is 100 percent

New Zealand wool and was inspired by the work of native
artist Len Lye whose works pay homage to the energies of
nature, says Icebreaker design director Fred LAmi.
2 MANNEQUINS
Twenty mannequins 10 male and 10 female illustrate the

layering system behind Icebreaker garments, as well as the
lines complementary colors.
3 FLOORING
To convey a message that nature is better than plastic,

the brand turned to natural building materials, including
American oak flooring.
4 TOUCHLAB GALLERY
Seasonal garments get the spotlight inside this illuminated

cove display, further encouraging customers to touch the
brands silky merino fabric.
5 VISUAL CUES
Graphics throughout the 2500-square-foot store focus on

telling the brand story and product highlights. The stores
most prominent graphic is a 12.8-foot high image of a
merino sheep. Now thats a lot of wool! x
PROJECT SUPPLIERS
RETAILER
Icebreaker, Wellington,
New Zealand
DESIGN
Adrian Nancekivell Design,

Auckland, New Zealand
ARCHITECT
SawickiTarella Architecture &

Design, New York
AUDIO/VISUAL, FURNITURE,
CEILINGS, PROPS AND
DECORATIVES
team CIS, Capital Improvement

Services, New York
TY COLE , NEW YORK
FIXTURES
Cormark, Des Plaines, Ill.
FLOORING
Baltic Wood Products,

Newark, N.J.
LIGHTING
Lightolier, Fall River, Mass.

MANNEQUINS/FORMS
Mondo Mannequins,
Hicksville, N.Y.
SIGNAGE/GRAPHICS
Granata Signs, Stamford Conn.

Merisel, New York
DAC Group, Wellington,
New Zealand
For a full list of suppliers,
go to vmsd.com.
vmsd.com | APRIL 2011
13
CALL FOR ENTRIES

2010 RETAIL
RENOVATION
OF THE YEAR
Last years winner
VMSD RETAIL RENOVATION
COMPETITION
The editors of VMSD invite all design firms,
construction companies, retailers and suppliers to
Renovation - Specialty Store,

Sales Area under 10,000 square feet
U N D E RG RO U N D, C A LG A R Y, A L B .
Ruscio Studio Inc., Montreal
Photography: Leeza Studio, Longueuil, Que.
Full coverage of the 2010 competition is in the September 2010 issue

of VMSD, pages 20-26, or online at VMSD.com.
submit store renovation projects for consideration

in this one-of-a-kind competition.
DEADLINE: April 18, 2011
For more information and entry forms, visit VMSD.com.

(Look under Competitions on the Hot Topics page.)
Questions: Contact editor Anne DiNardo at
anne.dinardo@stmediagroup.com or by calling 513-263-9337.
IDW group in the USA by the exclusive distributor Lifestyle Trimco.

Presentation Feb. 2011 in NIKKO Hotel Dsseldorf.
NS
nex t store
By Jim Crawford
Rules of Engagement
Theres a right way to integrate social media and mobility

with store design to engage your shoppers.
cussion about the impact of social media on store

design. While the participants were all brilliant and
top of their fields, the conversation was actually
rather dry, as each of us struggled with the realization
that virtually every example we could think of was
really about mobile retail, not social media.
It was this epiphany, rather than the social media
content, that struck home: Todays mobile phone
enables shoppers to do anything in the store that
they used to do at home, with or without the participation or permission of the retailer.
Social media is a concept that certainly has a lot
of hype around it, even sparking an Academy Award
nominated movie about the founding of Facebook.
The Facebook URL and icon have become ubiquitous in ads and signage, and the English language
Above Centiva used its
vinyl flooring product

to create a QR code
on the floor of its
EuroShop booth.
has seen the introduction of words like tweet, defriend and status update in the past couple years.
For the most part, retailers have been quick to
jump on the tools offered by social media companies
like Facebook and Twitter. In 2010, about 50 percent of retailers had pages on Facebook. But for most
retailers, social media remains more of an elusive
goal than a practical tool to generate profits. Real
ROI is hard to quantify, complicating the already
fuzzy impression of the impact of the Web on the
store experience and sales. Missteps abound, amplified instantly through millions of Web users: Kenneth Coles tweet comparing the troubles in Egypt to
his spring collection instantly spawned a firestorm of
criticism on Twitter, including a parody account that
attracted as many followers in one day as the real

designer had in total.
Given the vagueness of the investment return and
the potential pitfalls from doing it wrong, who could
blame store designers from shying away from social
media?
Lori Schafer and Bernie Brennan, authors of the
book Branded! How Retailers Engage Consumers
with Social Media & Mobility, certainly would. The
store simply hasnt caught up with the rapid evolution of the digital and online worlds, says Brennan.
Theres an enormous opportunity and now is the
time to address that schism.
The book offers a number of case studies of how
retailers like Starbucks, JCPenney, Zappos and Best
Buy are using social media and mobility to engage
with their shoppers, both online and, increasingly,
in-store.
Brennan and Shafer offered up some specific
insights into how store designers can begin to explore
social media and bring it into their discipline.
Execution, both in technology and process, must
be flawless
Most of the experiences store designers have had
with technology have been that it doesnt work,
says Brennan. While there are numerous examples
backing up this point of view, it cant be used as an
excuse on either side: Store designers need to learn
how to use the technology, and IT departments need
to learn how to support it in-store. Both Schafer and
Brennan are quick to point out that social media
excellence isnt a substitute for being best-in-class in
the other essentials of retailing, either. Having great
social media doesnt help if your pricing model is
off, for example, says Schafer. You can have a great
multichannel experience but shoppers still wont buy
if they think your prices are too high.
Store designers need a more powerful seat at
the table
With social media requiring the active support and
participation from virtually every department within
the retail enterprise, coordinating the shopper experience has become even more important. The store
designer needs the support to play an active role in
creating this experience, both in and out of the store.
High-level executive buy-in to the role of the store
Tabe rna Re ta i l , Lo s Ang el es
Last fall, I participated in a roundtable dis-
Bernstein VMSD March 2011:Bernstein March AW
TOP MODEL SCULPT
9/2/11
15:05
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SHOWROOM: 151 WEST 25TH STREET, NEW YORK, NY 10001 T. 212.337.9578 F. 212.337.9579
NS
nex t store
designer is a must, says Brennan. The rapid introduction of shopper-facing technology disrupts the traditional balance between business and IT, so active
leadership from store design is essential to making
social media work with the in-store environment.
Social media is rapidly moving out of showcases and
into the mainstream retail environment
While Times Square flagship stores in New York
have long used digital tricks to showcase the brand,
most of the experiences playing out on 50-foot-high
digital screens in front of these stores dont translate
into the hundreds or thousands of locations those
chains operate across the country. Social media is,
by definition, about sharing and communicating,
says Schafer. So its becoming more ubiquitous and
more powerful as it spreads through chains. One
example is Metropark, a Los Angeles-based specialty
apparel chain that has installed screens in hundreds
of its stores that share tweets from customers in
other locations. This is bringing the social experience into the store experience, adds Schafer.
It has to work simply for the shopper in the store
Though social media has a low learning curve compared to some technologies (the fastest growing user
segment on Facebook isnt young tech adopters, its
45- to 54-year-old women), bringing it into the store
creates an expectation in the shoppers mind that it
will be a working part of the retail environment. And
if they need it, help will be at hand. We promote to
the shopper that they can use their phone to read a
QR code and get all sorts of great information when
theyre in the store. But what happens when they
cant quite read it using their phone? asks Brennan.

The sales associates dont know how to support it,
so the shopper is left even more frustrated. Retailers deploying social media applications into the store
must consider how to support shoppers when challenges do arise.
Its still always about the design
In March, the store design industry converged in
Dsseldorf at EuroShop to see the latest trends
in everything from mannequins to wallcoverings.
Though technology was a focus at the expo, most
of the solutions showcased were in areas other than
social media. But one vendor, vinyl flooring vendor
Centiva, stood out with a QR code on the floor of its
booth. The display was remarkable in how it brought
the worlds of mobile technology, social media and
design together:
It shows off their product. The QR code was

actually assembled of cut vinyl pieces, so it literally shows the companys capabilities.
Its intuitive. Many QR codes take the user
somewhere, but the integration of the well recognizable F makes it obvious that this will lead
to the companys Facebook page.
Its beautiful. In the end, store design is about
art and experience and inspiration, and this
shouldnt stop with social media being a part of
the mix. Colors, textures, feelings and themes
must continue to be the driving forces behind a
design, with new technologies like mobile and
social media stepping in to support the vision,
instead of the other way around. x
Jim Crawford is executive

director of the Global
Retail Executive Council
(grec), an international
association, and a principal
at Taberna Retail, a global
retail shopping experience
consulting company. You
can reach him at http://
about.me/jimcrawford.
Whats Coming Up in May

Merrell steps out with a
new concept prototype
A.R.E.
Retail Design Awards
A new graphics look

recharges Corripios
Santo Domingo
electronics store
Lightfair
exhibitor preview
Americas original happy hour restaurant

gets its groove back.
By Steve Kaufman, Editor at Large
J. Brou g h Sch a mp Ph oto g ra ph y, Ba lt i m ore , M d.
Thank God its

Friday Again!
T.G.I. Fridays has been an American icon since it

opened on Manhattans Upper East Side in 1965,
a pioneer in what national media were calling the
swinging singles scene.
Recently, though, Fridays did what any 45-yearold swinger would want to do: ensure that its still as
relevant, innovative and appealing as it was when it
was that cheeky, irreverent symbol of the 60s. And
so, this most American of casual dining restaurants
turned to a partner in the U.K. for a little mod support. It asked Londons Harrison Design Co. to help
contemporize and innovate its design.
Harrison had recently redesigned the Fridays
location in Birmingham, U.K., after a fire left nothing but an empty shell. The redesign proved so successful that it became the model for a new flagship
concept that debuted last winter in Westbury, N.Y.,
Fridays very first suburban location back in 1982
Left T.G.I. Fridays debuted its
nationwide rebranding campaign

last fall with this renovation in
Westbury, N.Y. Much of the focus,
not surprisingly, is in the bar area,
where the restaurateur claims to
have invented happy hour.
Below The rebranding included a
refashioned exterior, with the old

sandstone tower getting a new
cladding of black granite for the
promise that something new and
special is going on in there.
(and the one where the potent Long Island Iced Tea
cocktail was invented).
The impact begins on the exterior, where the
tower bearing the logo was reclad, from sandstone
to black granite. We wanted to signal, right from the
first external glance, that something new and special
is going on here, says David Milne, vp of architecture and design for parent company Carlson Restaurants (Carrollton, Texas).
Inside, the focal point had always been at the bar,
where Fridays claims to have invented the happy hour.
But the renovation has literally raised the bar, making
it the convivial center of energy and activity again.
The wooden soffit was made higher, says designer
Philip Harrison, and the televisions were moved up
into the soffit, so they werent as much in your face.
The new design also lowered the walls around the
bar area so that the activity can be seen, heard and
vmsd.com | April 2011
21
Right An object wall of sports
references and Fridays

memorabilia is intended to
connect the guest to local
culture and to the restaurants
45-year history as an
energetic gathering place.
Below A newer, richer
materials palette includes
solid wood tables, a return to
the original warm red booths
and a timber-veneer ceiling
stained with Fridays signature
red and white stripes.
Opposite A long, 16-seat
sharing table in the bar is
meant for single diners who
want to watch TV, tap into the
restaurants Wi-Fi capability
or meet other single diners.
enjoyed from anywhere in the restaurant.

Designers added a long 16-seat sharing table
to the bar area, where guests can tap into the restaurants Wi-Fi capability and singles can use it as a
social opportunity to meet other singles, giving the
whole place a communal social spirit. All the other
tables were raised to a variety of heights, so that the
bar can be seen from anywhere in the restaurant.
The dining area, too, was upgraded and new red
booths were installed, along with solid wood tables.
Red was the original interior color but, says Milne,
over the years, wed gone from red to dark blue and
black. It had become cold and uninviting. Now were
back to warm.
Designers also took this opportunity to refresh the
restaurants materials palette. A real pressed-tin ceiling replaces the old molded ceiling material. The red
and white striping in the bar area is actually stained
wood, not painted gypsum board. And striped redand-white pendant lights over the tables are the mod-
ern version of Fridays long-gone Tiffany-style lamps.

Stained redwood planks in the bar area with backlit lettering proclaim, In Here, Its Always Friday!
Thats what the brand was originally about, notes
Milne, the relief and excitement that its Friday and
the weekends here.
Theres also plenty of pop culture memorabilia.An
entire history wall is filled with an entertaining collection of old T.G.I. Fridays menus and marketing
materials, photographs and newspaper and magazine
articles.
There are local cultural references in the Westbury restaurant, too, especially sports such as a
display of tennis balls tying into the nearby site of
the U.S. Open but specific team references were
downplayed.
Team sports have the potential to polarize your
guests, says Milne. In New York, for example, too
many Yankee references and not enough Mets can
have a negative effect. x
project suppliers
Retailer
Carlson Restaurants,
Carrollton, Texas
Design
Harrison Design Co. Ltd.,

London
Audio/Visual
E.L. Media Group, New York

Furniture
M.S.W. Inc., Joplin, Mo.

Architect
Carrell, Poole &Yost

Architecture, Dallas
General Contractor
Wathco Inc., Braselton, Ga.

go to vmsd.com.
23
The coffee shop and dining

area in the new supermarket
were outfitted with antler
chandeliers, lodge-like
furniture and a big stone
fireplace for cold winter days.
M ARK STE E LE , CO LU M B US , OH I O
CABIN IN THE WOODS
Left The association with a
north woods lodge begins

at the entrance, an A-frame
construction with metal
shingles made to look like
oversized logs.
Widespread outdoor references help

Supervalu create a lodge-like grocery
for this Minnesota community.
By Steve Kaufman, Editor at Large
The Minnesota lakes country, two-and-a-half hours

north of Minneapolis-St. Paul, is an outdoorsy resort
area that teems in the summertime with canoeing,
fishing, kayaking, water skiing and the like. So when
Supervalu-supplied grocer Chris Quisberg built his
new Pequot Lakes store last year, the local design
references seemed obvious enough: plenty of wood
logs, a water-and-sky-blue palette and green pine
tree graphics.
Local relevance of store design is always our
corporate focus, says Harry Steen, creative design
manager for Supervalu Store Design Services (Eden
Prairie, Minn.). Its our mantra.
But the designers aimed for something more subtle and sophisticated than a few fishing references.
They wanted to create an entire rustic environment
reflective not only of the resort cabins that proliferate in the area but also of the full-time population
that lives and works there, in the small towns and on
the farms.
The local architectural references start right
at the entrance, a dramatically vaulted A-frame
construction with metal shingles made to look like

oversized logs, stacked stone pillars and exposed
aggregate concrete on the front walls.
A pine tree logo over the door is repeated throughout the inside of the store, first in a large cut-tile floor
design just inside the entrance and again on signage
that marks the checkout stations.
Much of the signage, in fact, is meant to reference the area. So cabin-shaped aisle markers
are named after various local lakes: Norway Lake,
Whitefish Lake, Clear Lake, etc. And some of the
merchandise departments also use local references,
like the Sibley Lake Deli and Pequot Creamery. In
other cases, woodsy outdoor terminology marks merchandise departments, like meats (Butcher Block).
Above A pine tree logo is
repeated throughout the

store and over the front
door. The departmental
signage also makes
woodsy references, like
the refrigerated meat
cases being called the
Smokehouse.
25
Above Local references,

such as the Sibley Lake Deli,
help drive home the stores
brand image. So do design
elements like the logs over
the counter, held in place by
actual logging chains.
Genuine canoes hanging from the 26-foot ceiling

bear the signage for the seafood (Lakeshore) and
produce (Farmstand) areas.
These canoes are not some designers fabrication, says Steen. We acquired them from local
resorts. Theyre really used, old and beat-up.
Some of the departments are also marked by large
black-and-white murals that the retailer commissioned from a local photographer. Theres a dramatic
winter scene over the frozen food case, and one of
fishermen casting from shore over the meats and
seafood.
And then there are much more subtle uses of
local references. Some of the signs are hung from
the ceiling by actual logging chains. This is a logging
community, says Steen, so full-time residents will
recognize the authenticity immediately. Signage in

the shape of split logs hangs over some of the frozen
food cases, announcing cheese, milk and ice cream.
Dyed concrete flooring and abundant custom
woodwork contribute to the warm, earthy appearance of the stores interior. Vintage pressed tin is
used as a wall treatment. Theres a big stone fireplace in the coffee shop and dining area, which also
features deer antler chandeliers and vintage iron
lanterns on the wall. And theres an outdoor patio
complete with cabin-inspired deck furniture for the
milder weather.
In the fresh market department, fruits and vegetables are displayed in oak orchard bins meant to
evoke produce merchandising of a century ago, and
also in moveable refrigerated display pods. But these
Above Dyed concrete flooring and abundant custom
woodwork contribute to the rustic appearance of the

stores interior.
Below The oak orchard bins in the produce department
are meant to reference the look and feel of old-time

grocery stores. The refrigerated pods are moveable, for
reconfiguration during the resort areas off-season.
pods were designed for more than mere atmosphere.

Since local authenticity is a major component of the
design, the retailer had to acknowledge the Minnesota weather. Even though the boaters and water
skiers of July and August are replaced by snowmobilers and cross-country skiers in January and February, store traffic recedes in the winter. And most of
the freestanding fixtures are on casters, able to be
unplugged and moved around or even taken off the
floor as the seasonal volume diminishes.
The area has its full-time residents, says Steen,
and there are certainly year-round indoor activities here for tourists, like antique shops and great
restaurants. But this is still Minnesota. When the
temperatures plummet and the snows swirl, even the
hardiest locals stay at home. x
Project Suppliers
Retailer
Pequot Lakes Supervalu, Pequot

Lakes, Minn.
Design and Architect
Supervalu Store Design Services,

Eden Prairie, Minn.
Refrigerated Cases
Hill Phoenix, Conyers, Ga.

Gondolas and Shelving
Lozier, Omaha, Neb.
Bakery Display and Cases
General Contractor
Structural Concepts, Muskegon,

Mich.
Lighting

go to vmsd.com.
Nor-Son Inc., Baxter, Minn.

Amerlux, Fairfield, N.J.
Lithonia, Conyers, Ga.
Millwork, Service Counters
and decor
Capital Wood Products, St. Paul,

Minn.
27
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From the Editors of
green retail design

Martin M. Pegler
Green is in with more and more architects,
store planners and visual merchandisers
turning to green solutions to satisfy both
eco-aware retailers and their knowledgeable
shoppers. But green retail not only makes
environmental sense; it also makes dollars.
Knowing no borders, the green movement
is sweeping across continents and affecting
store design. In this new title, Martin M.
Pegler takes you on a world tour of assorted
retail environments. From top designer
boutiques to outdoor experiences. From
markets and food halls to dining spaces.
From showrooms to exhibits and store
windows. Green Retail Design showcases
LEED certified stores, as well as those that
are reusing, repurposing, reclaiming and
recycling in other ways. Take a first look
at the future of store design.
Hardcover, 8 x 11, 256 pages
ISBN 0-944094-68-6
4995
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By Anne DiNardo, Editor
MAD FOR MANNEQUINS

VMSD spotlights the latest
mannequin trends that every retailer
should be talking about.
Mannequins, historically hailed as the
silent salespeople within retail spaces,
are getting a bigger voice thanks to some
fresh and innovative styles populating the
showroom floor.
Weve gone through a long period of
simple, quiet mannequin presentations,
says Sal Lenzo, president, Lifestyle/
Trimco (New York). I think everyone got
bored and wanted something more interesting to tailor to their brand.
VMSD first noticed the shift at the
A.R.E. Retail Design Collective last
December, and the displays at EuroShop
certainly confirmed it.
So whats grabbing attention now?
Think new and unusual textures, long
and lean figures and designs that harken back to better days. Contemporary
clothes on a vintage-inspired mannequin
create a tension of opposites that makes
the presentation more engaging to the
customer, says Sean Sager, visual director and creative consultant, CNL Mannequins (Buena Park, Calif.).
Take a look at three of our favorite
trends over the next six pages.
Style Guide:
LONG
AND
LEAN
Shes 9 feet tall!
SILVESTRI
CALIFORNIA
HARRIET
GENDER
MANNEQUINS
YOUNG AND RESTLESS
S OA R I N G H E I G H TS
A resurgence of long and lean models on

the catwalks and pages of fashion mags
has some mannequins reaching new
heights. For men, its all about slim silhouettes to accentuate trendy fitted shirts
or skinny jeans. And dont forget about
playing with proportion. One has to find
ways to take the human body into different directions. Proportion becomes a key
element in which to take inspiration, says
George Martin, vp, design and presentation, Patina-V (City of Industry, Calif.).
Either way you play it, the result is a
more dramatic merchandise presentation.
PLAY WIT H P RO P O R T I O N :
Oversized heads
Elongated necks
Unusual head settings
Dramatic hands and feet
RHO
GOLDSMITH
BONAMI FASHION QUEENS
ANASTASIA
PATINA-V
SKETCHBOOK
THE MORE THE MERRIER
RALPH PUCCI
MOTION
Cluster these long and leggy

lines in multiples for more
effect and drama
33
BERNSTEIN DISPLAY | MC
MODERN CLASSIC
Style Guide:
TEXTURES
TO U C H A N D F E E L R E TA I L E X P E R I E N C E
I see color, I see prints, I see ... a wealth of new textures

and finishes ready to stand out in a sea of white and
black glossies. These styles not only show individuality and character (without the cost of sculpting a new
line), but theyre also a great way to make mannequins
feel like theyre part of the store environment.
LIFESTYLE/TRIMCO
SKYE
CNL
MANNEQUINS
MODERN VINTAGE
COLLECTION
UNIVERSAL
DISPLAY & DESIGN
DUAL
ATREZZO
BARCELONA
PHILADELPHIA
TELL A STORY WITH TEXTURE
Vintage = Couture
Papier mache = Earthy
Leather = Residential
BONAVERI
FASHION MODEL
COLLECTION
MONDO
MANNEQUINS
VERIPLEX
Style Guide:
VINTAGE
ADCO GROUP
FLAIR VINTAGE
MILLINERY HEAD
SUPERIOR
MODEL FORM
VINTAGE
A T I M E L E S S LO O K
Don Draper would feel at home in a room full

of these vintage lines. While references to the
past appeal to shoppers and retailers because
theyre timeless, these vintage styles also align
with the return to handcrafted in visual merchandising displays. For shoppers, they impart
the message that theyre buying something
special and long-lasting. As the saying goes,
Everything old is new again. x
SEVEN CONTINENTS
ATHENA
ST Y L E F I X
Think vintage for

an antidote to lookalikes and saturated
minimal looks
MANEX FRANCE DISPLAY

IDEAL VINTAGE MANNEQUINS
GRENEKER
HABERDASHERY
AND RETROSPECT
SIEGEL & STOCKMAN

HAND MADE PAPER FINISH
HAUTE COUTURE
37
By Jenny S. Reising, Contributing Writer
In With the Now
With 80 stores throughout Mexico and nearly 80

years of experience under its belt high-end department store chain Liverpool certainly understands
Mexican culture and particularly its loyal customer
base. Its a store for the whole family, and the way
Mexicans shop. Going to the store is a family event,
says Claudia Cerchiara, vp at FRCH Design Worldwide (Cincinnati). They have a cultural expression:
Family is everything.
Looking toward its future customers namely,
teens Liverpool has begun unveiling new store
designs that convey a more fashion-forward image.
Its six-floor Polanco store had undergone piecemeal
renovations since its 1970s opening in an iconic
building, which also housed two floors of corporate
headquarters. When those offices were relocated to
a new building, the retailer took the opportunity to
OM S , Chri sti a n Do h n, To bi a s Harri s, Ci nci nn ati
Liverpool revamps its Polanco store with fashion

trend zones and a future-forward design thats in
touch with its Mexican clientele.
This page Trend zones inside
Inset A six-floor gray, pink
Liverpools redesigned
Polanco store act as
style guides, providing a
summary of what you can
find in the department with
an emphasis on the hottest
merchandise.
and white painted-metal

sculpture is suspended
above the curved stairwell.
Design firm FRCH based
the concept on feathers and
layers of movement.
39
Above In the nuestra

casa the housewares
department a circular
display incorporates
light laminated-wood
fixtures and a playful
chalk-like graphic that
lend a bistro feel.
Right Overhead,
curved light and

dark gray lines act as
natural wayfinding and
create an architectural
language in the store. A
dash of pink, Liverpools
signature color, is added
inside the cosmetic
department.
revamp its interior and elevate its fashion offering.

FRCH was tapped with creating a contemporary
look that would attract new customers without alienating the existing ones.
The design teams first task was to connect the
buildings interior with its architectural footprint.
The building is a triangular shape with curved sides
but the rooms were square, says HeeSun Kim,
design director at FRCH. A new boulevard concept
complements the exterior architecture, adds feminine curves and lets customers discover the store as
they go through it.
FRCH also dialed up the light and dialed down
the color. White ceilings and reflective white tile
floors create a bright, neutral backdrop for the merchandise. Light and dark gray lines overhead act as
natural wayfinding, following the curved layout while
lending masculinity to the design. Splashes of color
Above White displays make
Right In the furniture
the merchandise pop in the

womens shoe department.
Acrylic rods placed in front
of the gray flower graphics
are designed to reflect light
and add sparkle.
department, an open
ceiling with suspended track
lighting puts the emphasis
on the merchandise, while
wood flooring adds warmth.
including Liverpools signature hot pink appear

sparingly to reinforce the brand and punch up the
otherwise neutral space. The main idea was to conserve the feminine attitude of the store, but not so
much that it would turn off male customers, says
Iliana Davila, project manager at Liverpool.
The expanded space also allowed designers to
introduce trend zones, which highlight a carefully
edited sample of the stores premier offerings. The
trend zones really respond to this new customer and
the family as a whole, explains Paul Lechleiter, chief
creative officer at FRCH. People want advice, and
trend zones give people ideas about whats cool, whats
now, mixed with more traditional merchandise.
Black rectangular boxes and red and black mannequins lend a fashion-runway feel in the mens and
womens trend zones. Ceiling-mounted and perimeter
hardware allows for modularity. For example, mannequins can be suspended from above, while graphics
are changed seasonally to keep the displays fresh.
To keep customers moving up through the space,

designers introduced iconic elements on each floor:
a collections area on the mens floor, a full-sized carrousel on the childrens floor and a furniture tower
on the top floor. And a colorful, dangling sculpture
accentuates the buildings curved central stairwell.
The Polanco store is already benefiting from the
redesign. Sales at the restaurant, which relocated
from the third floor to the ground floor, are up
20 percent, people are spending more time in the
store, and the new design is attracting new customvmsd.com | April 2011
41
Project Suppliers
Retailer
Liverpool, Mexico City, Mexico

Design
FRCH Design Worldwide,

Cincinnati
Outside Design Consultant
Lighting Workshop Inc.,

Brooklyn, N.Y. (lighting)
Fixtures
Grupo Huitzilin, Mexico City,

Mexico
PC Proyectos, Mexico City,
Mexico
Flooring
Above In the decorative
home-furnishings
department, merchandise
around the perimeter is
displayed on ceiling-hung
metal shelving against a
dark background, while
white shelving and dark
wood fixtures are used for
displays at the center.
ers, says Davila. But time will tell whether the new
design, which Kim calls a hyperprototype, will
make its way into other Liverpool stores.
In fact, FRCH has created several store designs
for the retailer one opened in 2010. Davila says
Liverpool will decide mid-year which design direction to pursue in future stores. But, as Cerchiara
notes, In Mexico, they dont roll out the same
design; they evolve. And this design is really a continuation of ideas that will evolve with the customer. x
Grupo Porcelanosa, Mexico

City, Mexico
Lighting
Lightmex, Mexico City, Mexico

Mannequins/Forms
Mondo Mannequins,
Hicksville, N.Y.
Greneker, Los Angeles
Expor Mannequins, Sao Paulo,
Brazil
Window Mannequins, Carros,
France
go to vmsd.com.
CK
c r e a t i v e k i ck s t a r t s
By Cristina Ferrari and Lara Roller
Fuel for the Fire
A group blog might be just the thing to help co-workers inspire each other
and the design community at large.
means of keeping a positive and thoughtful point

of view about design in the marketplace. But with
so many avenues and modes of electronic communication, it can be overwhelming. At FRCH, in
an attempt to simplify and bring focus, we started
to think about the different channels in new ways:
Twitter as a news ticker, a place to share headlines;
LinkedIn as a newspaper with all of the living details

about our firm; Facebook as a cocktail party, a place
to share our culture; and our new blog Creative
Fuel as a magazine, the avenue for sharing our
experiences and unique points of view.
The idea for Creative Fuel was hatched over
lunch one day on Cincinnatis Fountain Square,
when we decided that a blog was the perfect outlet
to express our creative energy. As a starting point
in the process, we benchmarked our favorite blogs,
including Design*Sponge and The Cool Hunter, and
noticed a consistent theme. The content was always
fresh, and it was genuine never contrived or written in marketing speak with real personality and a
distinct point of view. We felt passionately that Creative Fuel should do the same, and that it would not
be the channel for overt self-promotion. Through our

research we soon realized that the biggest challenge
wasnt starting the blog, but creating a framework
that would be sustainable over time. Heres how we
did it.
Ten heads are better than one
Its easy to start a blog. Maintaining it is the tricky
part. We began by bringing together a small team of
contributors: The goal was to spread the workload
across 10 people, with each of us responsible for two
posts per month. We picked individuals across studios and disciplines to ensure that our contributors
represented an eclectic mixture of thoughts, interests and expertise, and encouraged them to share
their passions.
We created a post schedule with deadlines for
accountability. Making the time commitment manageable is the key to success. Our contributors are
asked to submit their blogs before noon on their
assigned day and each post is edited for quality control before it goes live on the site.
Peer accountability is a great motivator. We meet
as a contributor group over lunch once a month to
trade ideas and share success stories, and have found
that it helps spark a sense of shared responsibility.
Were all more likely to honor our commitments
when we feel that our peers are relying on us. A
trade-off policy helps, too; contributors are responsible for finding a replacement if theyre unable to
post on their assigned day.
Test before going live
The best way to learn is through trial and error. We
recommend that you go ahead and set up a blog and
start writing and posting for a few weeks or months,
giving yourself time to work out the kinks before
you launch the blog to the world. In our case, we
blogged for two weeks before approaching senior
management with the idea. Having a writing sample
from each of our contributors, a name for the blog
and an actual demo to walk them through made the
sell-in process go very smoothly. We could prove that
the idea would be a successful business tool, rather
than just theorizing about it.
We got the green light and continued to refine our
template and logo design, writing bios for each of the
ka ren b oyh e n , c i n ci n nat i
A sound social media strategy is an integral
FusionTech
A proprietary infused color and coating process
applied to aluminum, FRP, glass, ceramic, wood and
fabric. FusionTech provides endless color and surface
options that are fully customizable, yet cost effective.
contributors and reorganizing the post schedule for an optimal rhythm of information. We then launched the site internally on the FRCH intranet and opened up
the floor to suggestions. Finally, with six weeks worth of content under our belts,
we went live, promoting the site externally to our clients and industry.
Create unique categories or tags
Youll want to tag your blog content with terms or categories relevant to
your business, so that you can improve your organic search rankings. At the
same time, the categories must be driven by your contributors personal passions. For instance, we use the category Things that get me through the
day to post some of our creative inspiration, including Top 5 Jams of the
Week and Sketch Pad Doodles. The Top 5 Jams of the Week was an idea
born from our resident DJ, Marty McCauley, as a way for him to share some
of the music that inspires his design work. Elements: The Lab is another
category that we use to share great resource design materials and furniture.
Our only rule for contributors on what to post is that they must be able to answer
yes to at least three of these four questions:
1. Does this topic inspire you?
2. Does this topic demonstrate FRCHs authority in design, architecture
and brand strategy?
3. Does this topic represent FRCHs culture?
4. Is this a topic you would discuss with a client or potential client?
Celebrate!
Once youve established your blog and maintained a steady rhythm of posts, its
time to share it with the world. Make an event of it by engaging the entire organization and your industry. For the Creative Fuel launch party we used the blog to
encourage people to vote on their desired party experience. Poll results dictated
the food, music, drink selection and entertainment, ensuring there was something
for everyone.
Weve found that Creative Fuel has become core to our culture as an organization. Its linked to our website (www.frch.com) for our external audience and displayed predominantly on the front page of our intranet for the FRCH employees.
It serves as a conversation piece and source of inspiration, engaging people from
every position and discipline across the firm. Clients such as Harley-Davidson,
Hilton Hotels and Macys have all commented on the success of Creative Fuel
and especially appreciate the diverse range of topics we share.
Above all else, its important to celebrate the key to any blogs success: its
contributors. The most rewarding outcome of building Creative Fuel has been
collaborating with and learning from each of the architects, designers and strategists who have given their time and shared their passions. We appreciate all of the
effort and support from across the firm and are continually inspired by how much
we can accomplish together. x
Cristina Ferrari is a senior brand strategist and Lara Roller is a senior interior designer
for FRCH Design Worldwide (Cincinnati).
Boris loves the FusionTech

Red Rust on the display wall.
Get to know Boris at
www.advtechnology.com/Boris
Innovation in Decorative Laminates

800.849.1320
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Signage for retail stores is trending toward an illuminated approach with the integration of
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floors and ceiling structures with minimal modification and ease of installation. The products
on the following pages illustrate some of these ideas. For more, visit vmsd.com.
Outwater Plastics Industries Inc.

outwater.com
The companys LED Crystal Light Box for Cable
Shelving Hardware includes suspended floor-to-ceiling
cables and double-sided acrylic sign holders with
hardware and transformer. Can be used for wall-to-wall,
ceiling-to-floor and wall-to-floor applications.
Dana Industries Inc.

danaindustries.ca
Featuring a double flag 90-degree heat bend for
flexibility, Dana Blinker comes in a variety of shapes,
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Moss Inc.
mossinc.com
The Radiance line of fabric LED lightboxes
is available in 40-, 80- and 100-mm.
thicknesses. Offered in two styles: a flat,
side-lit panel for low-profile needs and a
grid array for permanent applications.
The Retail Industrys Complete
Online Resource
Connect. Discover. Grow.
Expanded project
galleries with more
photography
Better search
capabilities
Simplified structure
New blogs and
perspectives
Lively commenting and
other social networking
tools
Improved navigation
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vmsd.com | december 2008
55
VS
VMSD SHOWROOM
Signage and Graphics
Gyford StandOff Systems

standoffsystems.com
Wire-Lite suspension system uses
364-in. stainless steel with a variety
of connectors, tensioners, panel
clips and mounting bases. Can
be used to suspend and mount
signage at various angles and
adaptations.
Lifestyle/Trimco
lfs-trimco.com
Clip on Sign Holder fits a variety of shelves
and comes in custom sizes and finishes.
Harbinger
harbingersign.com
The company retrofits existing outdoor signage with
LEDs, including channel letters and digital signage.
LSI Graphic Solutions Plus

lsi-industries.com
The LEDgraphics line combines
energy-efficient LEDs with custom
graphic elements, including printed
or CNC cut shapes. Styles include
back-, edge- or front-lit, as well as
colored or white illumination.
Identity Group/AdMart
admart.com
Multipole Promo Kiosk holds graphics inserts,
overlays, banners, shelves, display rods and literature
pockets for a variety of signage combinations.
Coloredge New York & Los Angeles

coloredge.com
ColorEdge Visual, one of the Merisel business units, has installed
the Durst Rho 500R Superwide Roll-to-Roll UV Inkjet Printer. The
unit utilizes a color-white-color print process that applies a layer
of white ink between two color layers for optimal visual impact.
D|Fab
dfabdesign.com
Fairfield Displays & Lighting Inc.

fairfielddisplays.com
SoffiteLite is a lightweight, modular panel

system for creating the illusion of architectural
bulkheads or defining departments. Can
accommodate pre-applied graphics.
Light Pocket combines acrylic panels with LEDs to

create a lightbox with a bright white edge-lit border.
Units can be powered by and suspended from
cables for hanging in multi-unit configurations. x
49
RD
regional directory
An advertising service for local or regional display and fixturing companies and national companies with local distributors and/or sales offices.
The Products & Services (P&S) Codes and the Business Classification Codes
in each listing are defined as follows:
1. Animations
2. Architectural and
Building Components
3. Audio/Video
5. Ceilings
6. Design Services
7. Decoratives
and Props
8.
9.
10.
11.
12.
13.
14.
15.
Fixtures
Flooring
Furniture
Lighting
Mannequins, Forms
Materials
Signage & Graphics
Supplies & Equipment
16. Wallcoverings
17. Security
A- Manufacturer
B- Importer
C- Distributor
Alpina Manufacturing
3418 N. Knox Avenue (60641).

P: 800-915-2828. F: 800-217-9431.
E: sales@fastchangeframes.com.
www.fastchangeframes.com.
[A International 6.7]
L ISTINGS/ADVERTISEMENTS
To appear for one year, payable in advance. 1" or 2" Ads require digital art. For information and rates
for advertising in the Regional Directory please contact Victoria Wells, Directory Coordinator
p: 800.925.1110, ext. 393, f: 513.744.6993, e: victoria.wells@stmediagroup.com
Arizona
San Diego
Flagstaff
FARKAS STORE EQUIPMENT
3008 E. Pine Dr. (86004). P: 928-526-9194.

F: 928-526-8004. Contact: Nancy Panlener
[C 12]
660 10th Ave. (92101). P: 619-232-0060.

F: 619-234-1413. Contact: Christie
Lee. E: farkas123@earthlink.net. www.
farkasstorefixtures.com.
[B.C 3.7.8.10.12.13.14.15.]
Nevada
California
Holiday Foliage Inc.
Las Vegas
MANNEQUIN RECOVERY
City of Commerce
NICONAT MFG. CO. STORE FIXTURES DISPLAY
2624 Yates Ave. Commerce, CA (90040). P:

323-721-1900. F: 323-728-7893. E: vicentv@
niconatmfg.com. www.niconatmfg.com.
Contact: Vicent V. [A 7.8.10.11]
City of Industry
PATINA-V
15650 Salt Lake Ave. (91745). P: 626-9612471. F: 626-333-6547. Contact: Robert

Lade. [A 7.10.12]
2592 Otay Center Dr. (92154). P: 619661-9094. F: 619-661-8382. E: info@

holidayfoliage.com. www.holidayfoliage.
com. [A.B 6.7.9 International]
Santa Monica
HANG-UPS UNLIMITED
1904 14th St. (90404). P: 310-453-3806.

800-461-8154. F: 800-426-4877. E: info@
hangups.com. www.hangups.com. Contact:
Lionel Freeman. [A 15]
las vegas manequins
3230 Polaris Avenue, Suite 21, Las Vegas, NV

(89102), 702-987-5830, Fax: 702838-4463,
Email: info@lvmannequins.com, Website:
www.lvmannequins.com. Contact: Alison
Wainwright. National. (C12)
New York
Kingston
ZEE WIG STUDIO, INC.
333 Wall St. (12401). 8P: 45-331-0995.

F: 845-338-9352. Contact: Zee Caplan,
Gita Zanger. [A.B 12]
Los Angeles
DISPLAYS BY JACK
Canada
1030 E. Valencia Dr., Fullerton, CA (92831).

P: 714-578-9100. F:714-578-9111. E: sales@
displaysbyjack.com. www.displaysbyjack.
com. Contact: Eric Wang, Ken Lin.
[B 8.12.15]
Alberta
Edmonton
VALUE STORE FIXTURES
9115 Stadium Rd. P: 780-420-0345.

800-535-2279. F: 780-426-7072. E:
value@valuestoresfixtures.com. www.
valuestorefixtures.com. Contact: John Koyko.
[C 8.12.15]
WESTMOUNT STORE FIXTURES
Illinois
Chicago
THE SIGN CENTRE
5221 N. Long (60630). P: 773-286-4599. F:

773-286-8799. E: thesigncentre@aol.com.
Contact: Bob Dismang, Guy Dismang.
[A 14]
8520-106A Ave., Edmonton (T5H 0S4).

P: 780-424-8950. 800-561-1951.
F: 780-425-8578.
E: fixtures@westmountstorefixtures.com.
www.westmountstorefixtures.com.
Contact: Norman Vesala. [C 6.8.12.15]
British Columbia
Vancouver
R.A.P. Retail Associated Products
EDDIES HANG-UP DISPLAY LTD.
4630 Cecelia St., Cudahy, CA (90201). P: 888560-3493. F: 888-560-3496. E: info@rapstfx.

com. Contact: Robert Palmer [A 7.8]
60 W. 3rd Ave. (V5Y 1E4) P: 604-708-3100.

F: 604-688-8230. 877-433-3437. www.
eddies.com. Contact: Morry Gaerber, Allen
Gaerber. [A.B.C 6.7.8.11.12.13]
regional directory
Ontario
Toronto
ALL TEAM GLASS AND MIRROR LTD.
281 Hanlan Rd. (Woodbridge) (L4L 3R7). P:

905-851-7711. 800-363-4651. F: 416-7452692. E: allteamglass@allteamglass.com.
www.allteamglass.com. Contact: Mark
Timoll. [A 2.8.13]
International
GOLDEN RACK CO. LTD.
9 Fl., No. 185, Chung Shan N Rd., Sec. 2,

Taipei, Taiwan, R.O.C. P: 886-2-2596-2185.
F: 886-2-2595-7406. 886-2-2593-5851.
Factory: Huicheng Folk-run Industrial
District, Nan Huan Rd, Xinhui Jiangmen City,
Guangdong, China. E: gdrack@ms31.hinet.
net. www.goldenrack.com.tw. Contact: Mr.
C.C. Kuo.
[A 12]
RD
OMNI-POWER CO., LTD.
4F, 348, Sec. 7, Cheng Te Rd., Taipei, Taiwan.

P: 886-2-2826 3500, F: 886-2-2822 0039.
E: sales@omni-power.com.tw www.omnipower.com.tw Contact: Evan Lee. [A 8.12]
Republic of China
Bon Display Fixture Co., LTD
122 Cheng-Kung 3rd Road, Nan Tou City,

Taiwan R.O.C. P: 886-49-2252000, F:88649-2251227. E: lisa@brightdisplay.com.
tw; connieH@brightdisplay.com.tw. www.
brightdisplay.com.tw. Contact: Ms. Lisa Lai or
Ms. Connie Hwang. [A International 8.12]
OPPORTUNITY EXCHANGE
Opportunity Exchange is a means for retailers, manufacturers and designers to exchange
information on job openings, positions wanted and search services. For more information contact
Victoria Wells at 513-263-9393 or Email: victoria.wells@stmediagroup.com.
Business Development Executive Needed

B&N Industries is an innovative designer, manufacturer and provider of products and
services for the retail, architectural and consumer industries.
Location: Burlingame, CA
Responsibilities & Requirements
Prospect California business opportunities within existing companies and new markets
Establish, build and manage client relationships at multiple levels with key
decision makers
Deliver sales presentations to design, architectural, retail and hospitality companies
Manage the sales process from discovery to account development, negotiations
and closing
Organize and clearly communicate pertinent information relating to the customer, order,
or project to the internal support team
5 years + proven sales experience in retail display / store fixture industry
Demonstrated ability to build strong and lasting relationships with clients
Assimilate industry product information and account knowledge into a sales strategy
Ability to influence and persuade to achieve desired outcomes
Visit
vmsd.com
for more career
opportunities.
Please send your resume to kkirby@bnind.com
vmsd.com |
APRIL 2011 51
2011 solu tions sp otlight

A paid advertising service of VMSD Magazine.
Back to Black Vamp

& Composite Calcium
Multipole Promo Kiosk is a versatile

in-store marketing aid which helps
you create a never-ending variety of
promotional displays. Utilize graphic
inserts, overlays, banners, shelves,
display rods and literature pockets in
any combination to feature a product
or in-store promotion. Change promotions as often as you like without
replacing the stand
admart
alpolic
AMERLUX
Amtico International's flagship brand

Amtico pioneered a new product category that combined the look of natural
materials with the performance benefits of synthetics. Developed to perform in the toughest of environments
including retail, Amtico is manufactured with the industry's thickest wear
layer and offers more flexibility in size
and formats than any other LVT.
www.alpolic-usa.com
www.amerlux.com
Amtico International
This sustainable collection, part of ASI

Decorative Surfaces, creates maximum design impact for minimal cost
in two extraordinary product groupings, Sublime and Retro. With the luxe
look of quilted or embossed leathers,
animal skins, hammered metals, and
all unbelievably textured, you can create, refresh and renew for enhanced
retail environments.
See what tomorrows designers can

do in this competition that brings student designs to life. This PAVE competition for students is sponsored by
B+N Industries. The contest attracted
entries from five countries. B&N Industries is working with the 12 finalists to produce prototypes of their
design. Booth #4111, Globalshop,
March 28-30.
Our new Modern Classic Mannequin

Collection features fiberglass figures
with upholstered heads and torsos in
textured vinyls and tactile woven fabrics. Paint color and finish can be coordinated with fabric selection. Each
female and male of the series is available in two standing poses and one
seated. Headless versions by request.
Centiva, a US manufacturer of luxury

vinyl tile, works with retailers to provide a floor that supports their brand.
The in house color matching, custom
design, and cutting capabilities allow
limitless possibilities for creative expression, brand emphasis, and way
finding. All Centiva products come
with a 20-year Commercial Warranty.
Architectural Systems, Inc.
B+N ndustries
www.admart.com
Ornamental Surfaces
www.archsystems.com
CNL mannequins is an American

company positioned in Los Angeles,
China and France. Custom designed
and basic mannequins are produced
in fiberglass, roto-molded unbreakable polyurethane, and eco-friendly
products. CNLs new collections are inspired by vintage industrial materials,
offering finishes including: cement,
papier-mch, linen and tea-stained
forms and raw polished fiberglass.
cnl mannequins
www.cnlmannequins.com
www.BNind.com
Globalshop Booth #4111
Flooring without Limits
bernstein display
www.bernsteindisplay.com
SOFFITLITE
d|fab
Centiva
www.centiva.com
GlobalShop booth #4208
DuPont provides a LifeCycle Based

Solution with Tyvek media for wide
format banners, displays and bags.
Known for its lightweight strength
and outstanding printability, Tyvek
is also recyclable. Through its Authorized Printer Network and select
recycling providers, DuPont provides
a way for retailers to create beautiful
in-store campaigns and recycle them
afterward.
SoffitLite is a time-saving solution

for interior drop partitions and ceiling
features. This lightweight, modular
panel system produces the illusion of
architectural bulkheads, defines feature areas and draws focus to departments all without the dust, time and
trades involved in standard framing
and drywall construction. SoffitLite
can feature pre-applied graphics.
www.dfabdesign.com
www.amtico.com
DK Display
www.dkdisplaycorp.com
DuPont Tyvek Graphics

www.tyvekretail.dupont.com
GlobalShop Booth #2855
2011 solu t ions sp ot light

CRIMP
With a steel frame that balloons from
super slim to totally tubular, Crimp,
the latest collection from Elevations inc., is an appealing balance of
strength and beauty. Seen here in
polished chrome and natural wood,
Crimp is available in a wide selection
of colors and finishes; and is set to debut at Global Shop 2011.
Elevations inc.
www.elevations.com
Global Shop Booth #3826
The Runway Collection, custom created by Fusion Specialties exclusively

for Guess? by Marciano, is made from
our proprietary E-FlexTM, a highly
durable and environmentally friendly
material.
fleetwood
www.fleetwoodfixtures.com
Counter Display
Accessories
Holiday Foliage introduces its collection of Red Metal Holiday Trees. As

a four season Visual Display company
specializing in the manufacture of
Christmas dcor, Florals, Metal and
Wood Fixtures, Holiday Foliage can
customize any of its product to fit
your budget and store environment.
We offer a full line of products that

will enhance your counter display
presentations. Our Counter Display
Accessory line includes jewelry and
millinery displays, shoe and shirt/
blouse displays many of which are
available in a myriad of new, custom patterned and printed finishes.
Shown here are our Male Millinery
Heads with a Granite Finish.
GenesisDisplayUSA
www.GenesisDisplayUSA.com
interbrand design forum

www.designforum.com
Fusion Specialties
www.fusionspecialties.com
goldsmith
www.goldsmith-inc.com
jpma
www.jpmetalamerica.com
Holiday Foliage Inc.

www.holidayfoliage.com
GlobalShop booth #2515
juno lighting
www.junolightinggroup.com
BREAKTHROUGH
LIGHTING TECHNOLOGY
GenLED Lighting, a global leader in
LED lighting products, will introduce
its new generation of LED (light emitting diodes) retrofit lamps at Global
Shop in Las Vegas. The new line of
lamps will offer color temperatures,
energy efficiency and long life suited
specifically to the retail market.
gen LED
www.archsystems.com
Globalshop Booth # 3257
LEED For Retail

Innovative Stone developed LEED
For Retail tile, countertop and wall
collections utilizing reclaimed, nontoxic materials, lessening the impact
on natural resources and contributing to beautiful, clean, healthy indoor
and outdoor environments. These
principles apply to the way Innovative
Stone runs its company, using recycled, efficient, sustainable practices.
innovative stone
www.innovativestone.com
lifestyle/trimco
www.lfs-trimco.com
53
2011 solu tions sp otlight

Marlite Mag 625
SKETCHBOOK 2
Marlites new Mag 625 is a unique

light duty display system with a magnet-secured holder for merchandising accessories. The simple square
design can be incorporated into wall
panels, floor fixtures, platforms and
tables. MAGnify your presentation
with Marlites innovative single point
display system.
Introducing Sketchbook 2, a new

mens mannequin line compatible
with the original Sketchbook series
of women. The collection consists
of nine male bodies including a sitter
and features two new male heads. All
bodies have abstract feet with removable heels. The line is available in your
choice of color.
PD connects brands with shoppers

through premier visual merchandising solutions and instore environments, and were helping many of the
worlds leading brands. PD has two
core service divisions: PD Solid, for
permanent and semi-permanent fixtures and displays, and PD Tempo, for
seasonal and temporary displays and
signage.process display
The LS202 delivers the lighting equivalence of a conventional 75-watt halogen MR16 lamp with a 70% power
savings and up to ten times the lamp
life. The LS202 features the latest in
LED technology utilizing warm, neutral and daylight white color temperatures with a 23 degree beam spread.
The dimmable LED lamp has no UV
or IR, is 21 Watts and has a 50,000
hour lamp life. Unit is available in
120V/277V. times square lighting
Marlite, Inc.
Patina-V
PD Solid & PD Tempo
Times Square Lighting
www.marlite.com
Global Shop Booth 4338
www.patinav.com
www.pdinstore.com
www.tslight.com
These Best Buy tables in Las Vegas

feature LED lighting in a brilliant blue.
This photo shows only a small area of
the new learning stations that demonstrate wireless interactivity between
devices. The new fixtures sell a suite
of products, and let customers download apps, as well as explore interactive TVs and the latest technology.
TRIAD Manufacturing
www.triadmfg.com
Trion WonderBar
Add facings, boost sales and cut labor

with WonderBar, the world's most versatile bar merchandiser system featuring: no-tools universal mounts; plug-in
or saddle-mount hooks; bar-mount
expandable wire trays; bar mount wire
baskets; auto feed; label holder systems; cooler air baffles and more.
TRION INDUSTRIES
www.TrionOnline.com/wonderbar
Globalshop Booth #4049
VMSD Magazine
www.vmsd.com
vmsd advertising index

page
AI
p r o d u c t/ s e r v i c e s h o w c a s e
CarlStahlDecor_VMSD_Apr2011:Layout
1 3/2/201
advertiser
45
Advanced Tech
11
Amtico Intl
17
Bernstein Display
55
Carl Stahl DecorCable
OBC
IFC
DK Display
Dupont Tyvk Graphics
Econoco/Mondo Mannequins
IBC
15
43
Alpolic/Mitsubishi Chemical FP America Inc.
Suspend your ideas with

clarity and transparency.
Centiva by Intl. Floors of America

CNL Mfg.
Goldsmith
IDW
Lifestyle/Trimco
Lightfair
30, 55
ST Bookstore
28/29
VMSD Intl Retail Design Conf.
47
vmsd.com
19
Yunker Industries
800-444-6271
sales@decorcable.com
www.decorcable.com
2011 Special Spotlight
VMSD (ISSN 0745-4295) is

published 12 times annually by
ST Media Group International
Inc., 11262 Cornell Park Dr.,
Cincinnati, OH 45242-1812.
Telephone: (513) 421-2050,
Fax: (513) 362-0317. Annual
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Copyright 2011, by ST Media
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Subscription Services: VMSD@
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52 Admart Custom Signage

52 Alpolic/Mitsubishi Chemical FP America Inc.
52 Amerlux
52 Amtico Intl
52 Architectural Systems
52 B+N Industries
52 Bernstein Display
52 Centiva by Intl. Floors of America
52 CNL Mfg.
52 D|Fab
52 DK Display
52 Dupont Tyvk Graphics
53 Econoco/GenesisDisplayUSA
53 Elevations
53 Fleetwood Fixtures
53 Fusion Specialties Inc.
53 GenLED
53 Goldsmith
53 Holiday Foliage
53 Innovative Stone
53 Interbrand Design Forum
53 JP Metal
53 Juno Lighting
53 Lifestyle/Trimco
54 Marlite
54 Patina-V
54 Process Displays
54 Times Square Lighting
54 Triad Mfg.
54 Trion Industries
The best resource for books,

videos, and CDs for the visual
communications industries.
bookstore.stmediagroup.com
vmsd.com | APRIL 2011 55
co
Checking Out
Interview by Anne DiNardo
Leonard Barszap
This rising star says the future of retail design entails taking a few cues from
the hospitality sector.
What does winning the 2010 PAVE Rising Star award mean to you?
The fact that the nomination came from one of my clients, Linda
Lombardi at Godiva, is the most rewarding part. It wasnt just the design
alone, but rather the relationships Ive been able to build and the value I
brought to our client that won this award for me. Im also very proud of the
design work and collaboration with my colleagues at d-ash design.
What drew you to a career in architecture?
I always did art growing up and would build sculptures out of anything I
found. To me, architecture seemed like a way to be able to create sculpture on a grand scale.
As a senior designer at d-ash design, you have LEED - Interior Design
& Construction Certification and are a member of the local U.S. Green
Building Council. Why is green building important to you?
Architecture is all about transforming environments. While I want all of
my designs to achieve exactly this, I dont want it to be at the detriment
of the environment.
Your background includes designing for hospitality, mixed-use and
educational projects. How do you approach a project?
I try not to focus on any particular project type as it can be a limited way to
view things. Almost every retail project is mixed-use and the same is true
of hospitality.
In his own words

Three elements integral to todays shopping
experience are ... lifestyle, localization and fun.
My dream client is ... anyone whos passionate
about design, wants to push the envelope, is
clear about their message and understands that
design elevates the shopping experience.
When I retire, I will travel the world. I love
seeing how the world ticks.
How do you design an environment that focuses on a brands culture

and lifestyle?
I believe merging the philosophy behind hospitality and retail design is
integral to the success of retail stores in the future. A perfect example of
this is the redesign for Godiva, where a caf was introduced, making the
store a destination in itself to relax, socialize and experience chocolate.
By creating these kinds of environments, visiting a retail store becomes
more about a community, culture and lifestyle experience.
Whats the biggest challenge facing young design professionals today?
The current state of the economy is hindering young people from getting
their foot in the door and getting real experience. I think that a lot of talented people are going to be forced out of our profession due to the lack of
available jobs.
Name one lesson you learned while studying at the University of Texas
at Austin that you still carry with you today.
To take criticism and not take anything too personally. I bring ideas to the
table, but as part of a team, the best idea for the project wins. When youre
designing, youre balancing the needs of the client, the site and the user,
while doing creative problem solving along the way. Knowing when your
idea isnt the best one is a skill, too. x
3%
3/8/11
3:46 PM
Flooring created foreverystepyoutake... while shopping.
1 888 CENTIVA
www.centiva.com
Event Contour Victory
ISO 12647-7 Digital Control Strip 2009
Centivas highly durable flooring allows limitless possibilities for creative expression and brand emphasis in retail environments.
Centiva_VMSD_April11
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Experience Retail Now

SIGNAGE & GRAPHICS PRODUCTS

Mexicos Liverpool takes a fashion-forward leap

Experience Retail Now

FROM THE EDITOR

Starbucks new logo

Icebreaker gets touchy-feely

Steps to integrating social

Using group blogs to unite

Signage & Graphics

Rising star Leonard Barszap

THANK GOD ITS FRIDAY AGAIN!

Americas original happy hour restaurant refreshes its look

CABIN IN THE WOODS

Supervalu uses local design references to connect with

MAD FOR MANNEQUINS

VMSD looks at the latest attention-grabbing trends

IN WITH THE NOW

Trend zones put fashion at the center of Liverpools

On the cover Liverpool remodeled its Polanco, Mexico, store with

improved circulation patterns, a neutral color palette and added

Missoni makes its L.A. debut

FROM THE EDITOR

11262 Cornell Park Drive

The pressures on for supermarkets

4 APRIL 2011 | vmsd.com

Business Development Manager

Business Development Manager

CUSTOMER SERVICE / SUBSCRIPTIONS

800.421.1321 (U.S. and Canada only)

152 West 25th Street New York, N Y 10 0 01

vmsd editorial advisory board

Jose Raul Padron

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86 6.6 4 5. 7032 ex t. 327

CO U R T E S Y O F STAR BUC KS COFFEE CO., SEATTLE

Edited by Anne DiNardo

The Mermaid Stands Alone

letting the little mermaid speak on her own

REGISTRATION GOES LIVE

8 APRIL 2011 | vmsd.com

Square footage of Walmarts

10 April 2011 | vmsd.com

session highlights from EuroShop

Cou r t es y of Ch u te G erd em a n, Col u mbus , O h io ( Doo dy ); e hi/ros e n da h l ( euro sh o p )

In March, Alton Frederick Doody Jr., 76, a retail

How well do you know Amtico?

BB22 - Back to Black

12 APRIL 2011 | vmsd.com

Concept: This New Zealand adventure apparel brand

A c-shaped loop covered in shag-pile carpet is 100 percent

Twenty mannequins 10 male and 10 female illustrate the

To convey a message that nature is better than plastic,

Seasonal garments get the spotlight inside this illuminated

Graphics throughout the 2500-square-foot store focus on

Adrian Nancekivell Design,

SawickiTarella Architecture &

team CIS, Capital Improvement

TY COLE , NEW YORK

Cormark, Des Plaines, Ill.

It shows off their product. The QR code was