Designing a New Home for Lola
BCBG and idX team up to bring to life a new concept for women 16 to 26 years of age—in record time
The story of LoLa, a lifestyle collec- tion of runway trends edited to a specific taste for girls who live on a budget and
want a boutique shopping experience with
personalized service, began just this past
february, when Max azria went to Danny
Moizel, BCBG’s senior vice president of real
estate, and told him he needed a herculean
effort to bring Lola to life for the fall season.
Moizel in turn issued a challenge to
Chris Love, BCBG’s vice president of architecture and construction, and his team:
Come up with a concept for Lola that will
appeal to young women ages 16 to 26, and
do it quickly.
Love put together a small group—just
six people representing design, merchandising, visual, buying, and himself. for the
next two weeks, the group set aside one
hour each day for what they called “hit It
and Quit It” meetings.
“Who is Lola? What’s the price point?
Where does she shop? Who’s her dog?
Where does she live? What’s missing in
the marketplace when Lola goes shopping?
how can we give her apartment a vibe?” to
the entire team, and throughout the process, Lola was a real person. everything
they did was for Lola. team members came
to the meetings with ideas, magazine photos, and more. They developed a story board
wall kept under lock and key in a “concept
room” behind Chris Love’s office.
the resulting store design is as unique
as Lola herself and reflects her taste,
her personality and the way she lives.
Comprised of a series of rooms that she
lives in, the store replicates her studio living room, bedroom, and closet.
HIT TING THE ROAD
With the Lola plan complete, the team put
together a concept book on the store, and
sent it to 14 fixture companies. In March,
Love and his team met with all 14 companies at Globalshop, holding back-to-back