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Charming Charlie, an accessories and apparel line for women, opened its first store in New York City in June 2015. The three-story 16,000 sq. ft. flagship, designed by Callison in collaboration with Charming Charlie, showcases the brand’s merchandise in a new and colorful concept design featuring curated displays unique to the flagship.


“The Fifth Avenue flagship has the opportunity to capture and introduce the Charming Charlie experience to the tourists and locals that visit Fifth Avenue,” said Callison Director Tom Pulk, who is based in the firm’s New York office.


Callison created a concept design that builds on the brand’s strategy of merchandising by color. The grand staircase in the store’s center features a mezzanine platform between the first and second floors to highlight new products before while drawing customers to the second floor. Wall fixtures, which line the mezzanine’s perimeter, are changed seasonally to call attention to new merchandise offerings.


Vibrant hues are used tactically throughout the flagship to naturally direct the customer’s eye to different merchandise zones, which are organized and displayed by color. Accessories ranging from chic handbags to stylish jewelry take center stage in each area. Wall displays act as a backdrop and Sputnik chandeliers demarcate every color zone.


Neutral elements, such as white display tables and brass fixtures, were chosen to accentuate the presence of color on all floors. Interior elements, such as herringbone patterned flooring and elegant furniture, cater to the chic young woman.

On the store’s third floor are seven distinct fitting rooms in shades of pink, yellow, orange and purple, with matching seating, carpeting and wallpaper. The classic toile design for walls and poufs in various changing rooms comes from the French fabric house Manuel Canovas.

Design: Callison

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