A Fresh New Update

Over the past few months, a few specialty brands have been making some changes to their U.S prototype stores, this past weekend, I took time to investigate what they’ve been up to…

I didn’t really know what to expect, but I was pleasantly surprised when I stopped by Express. Although still a trendy space, the warm wood floor and great visual display up front and center drew me in immediately. The layout of the space created a nice flow between mannequins, visual display, and merchandise. With high dramatic ceilings, the large curved walls created a great contrast that made you pause and take notice of the visual display. One of my favorite elements was the Denim Lab. A dramatic and dark space, with floor to ceiling shelves filled with denim that separated the women from the men. Overall the space was unexpected, but it was a nice change from the typical bright and flashy Express. Without a doubt, I am more intrigued by Express now then ever before.

Express: Runway & Visual Merchandise

Express: Visual Display

Express: Dramatic Denim Lab that separates the women’s and men’s apparel.

Although I was pleasantly surprised with Express, I didn’t feel “blown away” when walking into Forever21. It may be that I have frequented other locations too often, but after only a few weeks open, the white sparkly floor seemed to have already lost some shimmer. However, the additional departments within the store gave even more options. Each space was designated with a few material changes and visual display, and a large wayfinding graphic up the stairwell provided an easy solution for directions. Downstairs included: 21Men, Forever21+ Plus Sizes, and an assortment of typical Forever21 merchandise. Upstairs was a celebrated trend section with large patterns, glamorous wall coverings and a gold light fixture. Not only was a white staircase added to the original 1-story space, but upstairs windows looked out over the parking lot. I thought maybe that the changes were not drastic enough for the general public to notice, but I was proven wrong when a few girls commented on the new space. It may not be dramatically different from before, but Forever21 has definitely stayed true to their brand with the new trendy white space.

Express & Forever21 may not be where you find yourself shopping, but If you get a chance I definitely would stop by and check out the new prototype stores!

Forever21: Stairway to Trends

Forever21: Trends

2 Responses to A Fresh New Update

  1. Mark Ostrom says:

    Amanda + crew–love the blog. Loving to see what keeps the creative fires burning. Question; I am a big fan of thecoolhunter.net. Are there other trend sites that you’re liking?

    Have a great weekend!

    • amandasearfoss says:

      Mark.
      Thanks checking us out. thecoolhunter is always a great site, but I am constantly finding new blogs that spark my interest at the moment. Another great design blog is Dezeen.com, one of my current favorites which deals more with fashion is honestlywtf.com. Hope you enjoy. Let me know what you think!

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