Image property of Chute Gerdeman

Image property of Chute Gerdeman

I’ve noticed more brands that offer distinctively different storefront exteriors that feel unique and one-of-a-kind. And then, once you step inside, you feel and see that the brand is familiar and consistent from location to location. Examples I’ve seen include brands like Lululemon and Aritzia, where customers are identifying with an exterior design that feels customized, “it’s my neighborhood store…it’s special and just for me!” But the brand’s iconic environmental and visual cues are quickly recognizable, and instantly you know what store you are in.

Image property of Chute Gerdeman

Lululemon has consistent interior visual cues like the power pant and bra wall; the branded Lululemon shopping bag hanging behind the side-located cash desk and the unisex fitting room lounge at the back. Inside Aritzia, they consistently use very low tables piled with folded merchandise and ethereal, fantasy-like murals along the perimeter walls. Creating a one-of-a kind exterior with a consistent, familiar interior creates a special, personal shopping destination; I think we’ll see more and more of this.

Map data ©2012 Google, Sanborn. Inset image property of Chute Gerdeman.

I was recently honored with the opportunity to be a presenter at last week’s European Store Design Summit in Wiesbaden, Germany. While I was there I had the chance to venture the streets of the nearby city of Frankfurt. As I strolled along the ladenstrasse (a typical German shopping street), I was stopped in my tracks by an impressive architectural glass facade with a gaping funnel that shot through the five-level building, offering a keyhole glimpse of the sky beyond. Wow…very cool! I had to investigate further.

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Images property of Chute Gerdeman

Let’s take a trip down memory lane. Remember the clever Dior scaffolding that looked like the classic Lady Dior handbag? That scaffolding is long gone and a much better structure is in its place. Recently, one of our colleagues strolled by that very Dior in New York and snapped this photo of its modern exterior that pays homage to their past. This larger-than-life illustrated beauty is brightly illuminated and looks striking at night. Magnificent, isn’t she?

Image property of Chute Gerdeman

On a recent trip to Austria, we headed to the city’s center for some sight-seeing. While approaching St. Stephen’s Cathedral, absorbing its unique blend of Romanesque and Gothic styles, we heard the sound of jackhammers. That’s strange. Where were the church bells? Was there construction nearby? It turns out what we were actually looking at wasn’t the original cathedral structure—it was a photographic wrap that surrounded the structure and effectively hid the scaffolding, maintaining the stunning view while the cathedral is under construction.

Image property of Chute Gerdeman

This isn’t the only place we’ve seen visual barricades take on “designer” form. A colleague found a few photos of New York’s Dior store on 57th Street, which is currently under renovation. Their wrap: the classic Lady Dior quilted handbag. Now that’s a “change purse!”

Image via williamyan.com