Flagship Store Design
Connecting the DotsWith the development of Westfield Mall in White City London, it became the second largest commercial centre in the United Kingdom. L Brands wanted to make sure the design of VS PINK Flagship Store was unique from the rest of their locations. As a Project Lead, I concepted a new way their dot pattern could truly shine through!
Challenge
In the role as a Project Lead it was my responsibility to execute the Flagship Store Design seamlessly between our team, storefront installers and L Brands. The key initiative was to incorporate PINK’s signature dot pattern into their storefront layout. Factors I had to consider was the structure of the location, coloration, lighting and providing a cost effective alternative that can work for their Traditional Stores.
Strategy
One of the main KPI’s was to keep sampling costs down as we planned on testing a lot of out-of-the-box concepts. My solution was to create a reusable lightbox to be able to showcase multiple rounds of samples until we got final approval from the L Brands team. The next step was test the approved sample at their Headquarters where they staged a store pillar with lighting behind it. Lastly, I rendered their store elevations to line up the dot patterns symmetrically.
Result
I created a design that utilized the lighting behind the polycarb panel in a way that wasn’t done before. With the large dots I left a small cut-out border around it on clear polycarb. This resulted in the lighting to shine through the cracks just enough so when customers walked by it gives the large dots a twinkling effect. Then to add another 3D element I incorporated a smaller dot print pattern to the front side. L Brands received praise at their Flagship location for their store aesthetic and strong branding. They used this pattern design on their traditional stores with white polycarb panels as a cost effective alternative.
Storefront Back Elevation
Lightbox Samples
Flagship Store: Westfield Mall, London
Storefront Front Elevation
Pillar Lighting Test
Lightbox Renderings
Flagship Store: Westfield Mall, London
Cost effective Traditional Storefront Design