hot topic, Santa Monica, Calif.
view the video: CASE STUDY OF HOT TOPIC
Flooring: Dwyer Marble & Stone, Farmington
Store fixtures and millwork: Laurel
Manufacturing, Delanco, N.J.
Store fixtures: Kosakura, Santa Ana, Calif.
Slatwall: Spacewall West, Placentia, Calif.
Media wall/ceiling panels/mannequins:
Greneker, Los Angeles
Fabrics/upholstery: Dazian, Burbank, Calif.
The T-shirt wall, a system of individual acrylic panels holding band T-shirts, curves to the ceiling.
Mounting the panels to slatwall using different-sized brackets allows the overall presentation to arc.
exterior signage: Blake Signs, Stanton, Calif.
Paint: General Coatings Corp, Rancho
Glass: D&R Glass, Rancho Cucamonga, Calif.
Architectural stage drape: Daisy Cake,
See more details online at
built into the custom-designed platform
and enclosure provides access to programs
including Hot topic’s loyalty program and
its shockHound music web site, with merchandise, mp3s, and social networking.
los angeles-based Greneker provided
the ceiling panels and the large media wall
in the rear of the store. The ceiling panels
create a series of “clouds” that carry the eye
toward the large rear media wall. The media
wall provides a changeable background for
the bands and performance groups and also
accommodates social media elements that
can offer customer recognition, as well as a
window as to activities that are happening
from in-store or theatrical venues, musical
performances, and celebrity or musician
interviews. The cells can function independently or or linked together and allow customer interaction using RFiD technology.
this gives customers the ability to make
purchases, monitor rewards points, social
networking, or choose the music to be
played over the store’s sound system.
MAKING FIXTURES TRANSPARENT
For powerful merchandise presentation,
the innovative store fixtures were designed
to be mostly transparent. many incorporate acrylic as a primary material, often
bent or twisted, and in some cases internally illuminated with lEDs to highlight
the edges. (the mannequins at the front
of the store, supplied by Greneker, are also
laurel manufacturing, based in Delanco,
N.J., provided fixtures and millwork,
including the movable cashwraps, floor-to-ceiling body jewelry display fixtures,
the curved t-shirt wall display, and accessory fixtures. laurel, which has provided
fixtures to Hot topic for more than eight
years, completed all mechanical drawings
for the fixtures, and worked closely with
Hot topic’s store design department to
design some of the smaller fixtures and displays. laurel’s president Daniel iosca notes
that one of the challenges of the project
was engineering the fixtures to be durable
enough to withstand five to seven years in
a space frequented by younger customers.
The cashwrap cabinets fit an extremely
small, 3-foot-by-3-foot footprint and are
on casters so that they can be moved as
the space transforms. Wireless communications means that they can be relocated
anywhere within the space where there is
access to power. the queue can be established using a moveable impulse bar/rail
that defines the line—and at the same time
provides a last-minute impulse shopping
Dramatic floor-to-ceiling display fixtures for body jewelry can rotate and are
supported at the bottom with shoe displays
that emulate the “wave” ceiling element.