FRCH Design Worldwide, a Nelson Company, recently completed two new flagship stores for multi-channel retailer Frontgate, signaling a new commitment for a fuller, more comprehensive expression of their brand. Frontgate’s new store design signals the brand’s commitment to a full expression of their offering as they ramp up for expansion with physical retail stores in prime retail locations across the country. Since its founding in 1991, Frontgate has grown from a mail-order catalog company into one of the country’s leading multi-channel luxury lifestyle retailers, with catalog, retail stores and e-commerce operations. Armed with the knowledge of their consumer preferences and shopping behavior, the Frontgate brand is growing into communities where customers desire a grand living lifestyle with a new store prototype that resonates with this elite consumer.
The residential cues of the new flagship design welcomes customers into the world of Frontgate with a journey that unfolds like a fine home. A 360º expression of the brand offering allows guests to experience the range of innovation and solution-oriented products, all grounded in fine entertaining. Room vignettes transition between various living environments to share the full breadth of the line while inspiring guests with possibilities of Frontgate.
Synonymous with entertaining, Frontgate comes to life through settings of outdoor, patio and interior environments reminiscent of the settings where this discerning customer gathers with friends and family to entertain and celebrate. The new store shifts the perception of the brand from a product-oriented brand to a lifestyle brand by presenting curated collections that create complete living environments. A diverse range of collections illustrates the range of aesthetics which is unique to the brand within their competitive set. The design staff expertise and studio environment allow Frontgate to work collaboratively with customers and professional designers to create unique expressions of Frontgate.
The Grand Hall creates the first impression of grand living with a sense of presence and welcome, while providing a view to the breadth of the Frontgate offering. The café welcomes the guest in to the store with a sense of hospitality while alluding to entertainment as a focus of the Frontgate proposition. A flexible store environment allows for ever-changing vignettes that connect with customer desire to change their home environments seasonally. The veranda and garden room transitions from outside-in to highlight product lines for outdoor living. Bed & Bath allows for collection stories that encompass holistic product groups that together can transform a room. The Design Studio and staff elevates the product offering and ability for customization to help this consumer express herself throughout her home.
Designed by Robyn Novak / FRCH Design Worldwide
Photography by Richard Cadan