But he also incorporated elements that greatly appeal to Generation Y shoppers, the majority of whom are now in their 20s.
High-definition video walls appeal to the YouTube generation and serve as silent ads at night, after the store closes. When it’s open, “a lot of customers will sit there and look up at the video wall and get a feel for the newest collection,” says Chris Cullen, CEO of Lagos. They also can watch company founder Steven Lagos sketching a design on the video.
Cullen says the new look is a sales tool in itself, particularly the façade: “The front of the store used to have a much heavier wood frame around it, which didn’t let the light in as well. Now there’s a huge glass façade out front, a frameless glass door the front window space is larger, cleaner and more modern.”
Lagos enjoyed the design process of mixing materials and influences in the store, much like he does in his jewelry collections. Materials used in the store include sycamore, walnut, bamboo, granite, signature fabrics, mirrors and lots of glass. The gold ceiling was inspired by Lagos’ signature two-tone jewelry.
New jewelry collections have been introduced, too, that are more minimalist and personalized than Lagos’ core collections – including a collection called Hearts of New York and Hearts of Philadelphia, which depict cityscapes and local symbols.
Cullen says the store – and the redesigned website -- reflect what’s new about the brand while retaining its sense of refined elegance. They also encourage guests to stay a while and have a cup of coffee -- check out those inviting chairs.
Have you redesigned your store this year? Or was it already cool? If you have a store you'd like to show off, please remember to enter America's Coolest Store Contest. (The application is here.)