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Crafting a new store design for a brand synonymous with a classic style poses a unique challenge, specifically; how to be relevant and new without rocking the boat. J.Crew’s recently unveiled flagship store in North Park Center, Dallas, TX, masterfully navigates this delicate balance by merging contemporary aesthetics and operational innovation with the brand’s iconic sense of sophistication.
Central to the store’s design philosophy is a reimagined customer experience that boldly places fitting rooms, typically discreet, at the heart of the retail space. This approach introduces a modern twist while carefully preserving the brand’s timeless allure.
Small but important operational details abound, such as the custom designed cart that slides under the backwrap to accept returns or that can be used as a folding surface on the sales floor, and ultimately can convert into a mobile point of sales when needed.
A standout feature of the store is the impressive 12-foot-tall rounded glass storefront. Embracing the principles of the ‘Gruen Effect,’ the storefront reveals glimpses of the intimately proportioned first third, beckoning passersby to step inside and explore.
This store became a canvas for exciting experiments—some proving highly successful, while others prompted a reevaluation. Remarkably, this experimental approach doesn’t sever ties with the brand’s heritage; instead, it serves as a testament to J.Crew’s ability to evolve while staying rooted in its rich legacy.

KPA Team Design Credits
Design Director – Paolo Bertolotti
Project Manager – Jieun Yim
Project Manager – Christine Fiorella
Job Captain – Helalul Islam

Collaborating Companies
Jill Hennessey-Brown / EVP J.Crew
Glenn Tuma / store design J.Crew
Dustin Kobernusz / VM J.Crew
Joe Policano / Fixtures Alliance Store Fixtures
Michele Clement / lighting Kugler Ning Lighting
Elizabeth Venegas / MEP Office of Peter A. Leptuch, P.E.
Andy Hearle / hardware Visplay
Tim Mesite / Lighting supplier Specialty Lighting Group
Jen Davis / storefront National Mallfront & Design

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