Shasa store by Dalziel and Pow, Los Angeles – California

December 5th, 2013 by retail design blog

We have been working with Shasa since 2010. As part of our evolving work, we have redesigned a number of elements in preparation for their 100th store opening in LA – a key moment for this expanding, young fashion brand.

A new feature as you approach and enter the store is the mannequin stage display, which is positioned in the windows and entrance and used to showcase new looks. This display enhances the attitude of the brand also communicated in other areas of the store by the use of the brand colour and launch mannequins. The design is bright and fresh, with a dynamic monochrome palette that frames the stock perfectly. A lighter feel has been given to the space to appeal to the female customer and a strong sense of femininity and fashionability is revealed through the bold communication, which promotes the brand and its attitude with a new confidence.

A new architectural element has been introduced with the use of strong ceiling features. These work as visual cues to highlight departments and define navigation throughout the store. We have designed the ceiling to hold a suspended VM system, which allows for moveable features and hotspots. New movable wardrobes, mid-floor trend tables and hanging trapeze fixtures showcase new ranges and collections, which help to present a more edited approach.

To build on the brand’s character and love of fashion and life, the graphics have been essential in adding a dynamic layer of personality. Bold pinks and glamorous golds have been mixed in with quirky messages and eclectic signage techniques. We’ve designed the layers of communication to be easily updateable with every season so the customer will always come back to something new, fresh and exciting. We have created more feature walls and increased the application of bold large-scale graphics. The cash-desk area has also received an update to enhance its impact and personality, while the store fixtures have been redesigned with the use of gold finishes and embellishments.

All of these new elements build on Shasa’s attitude and fill the store with a sense of excitement and personality as well as a more feminine and conversational tone of voice. The overall impact is impressive, creating an experience that has global appeal in this very competitive market sector. A brand on the move.

David Wright
Group Marketing Director
+44(0)20 7837 7117

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