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The classic catalogue brand, known for timeless European-inspired design, was looking to redefine their in-store experience with their first, true retail prototype. Ballard Designs, a subsidiary of HSN, Inc., wanted to take a fresh look at how to engage their customers with an environment that allowed them the freedom to explore, create and be inspired.

The brand teamed up with FRCH Design Worldwide to conceive the new retail experience located in Tysons Corner Center. The goal was to create an approachable journey for the woman that wants to feel empowered and inspired to decorate her own home. The space celebrates the endless customization opportunities the brand offers and allows a unique hands-on interaction where the customer truly becomes the designer, celebrating their personal style.

At the heart of the 12,400 square-foot space is the store’s most unique element – the brand’s Design Studio. Centrally located, the Design Studio brings all channels of the brand together – catalogue, online and brick & mortar to create the ultimate omni-channel experience. Design Studio work tables are surrounded by product options to customize designs – including materials, sconces, fabric and hardware. Tablets with interactive touchscreens allow a deeper dive into the brand’s wealth of customization options. Consultants guide the journey through an expansive collection of case goods, upholstery, lighting, rugs, bedding and accessories.

With over 200 fabrics to choose from and an endless array of customizable styles, Ballard Designs draws customers eager to express their unique personal visions. In addition to traditional swatches, Ballard created large fabric rails displaying full yard samples that offer shoppers a better sense of scale when applying material and fabric to their design.

Surrounding the studio is layered inspiration in the form of lifestyle vignettes. Keeping their product hero – the lifestyle vignettes are paired with library and armoire fixtures to highlight complementary product and keep the space from feeling cluttered. Accent wall installations bring the wall line down making the spaces feel more intimate, while also creating a temporary backdrop that can be repainted or utilized for layered art and wall décor.

Photography by Richard Cadan

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