Getting Smart—Incorporating Destination
store concepts across the Verizon portfolio
What Verizon calls its Smart stores aren’t as “flashy and flag-shippy” as the Mall of America store, but will form the backbone
of Verizon’s store portfolio across the country. The goal is to provide a seamless retail integration across the fleet and to transition
all corporate-owned stores in the near future.
“The core concept of the Smart stores is the same as the Mall of
America store,” explains Lynn Rosenbaum, vice president, retail
environments, for Chute Gerdeman. “We’ve created a toolbox
of experiences and designed modularity and flexibility into the
concept to allow a scalable and fluid implementation.”
While the Destination stores are larger and will incorporate slightly
higher-end materials and finishes, the design and elements for the
Smart stores should look familiar. “The beauty of the design is that
whether you are in one of the flagship Destination stores or one
of the smaller Smart stores, you’ll know that you are in a Verizon
store,” says Jeff Harrow, chairman of Sparks.
While lighting color
schemes are similar—
warm LED general
lighting with cooler
bright white light
focused on the
in the Destination
stores may incorporate
higher-end fixtures and
focusing abilities, notes
Ed Jankins, project
manager for Sparks.
The lifestyle zones are evident in Smart stores, but on a smaller
scale. Products are more edited, but the same categories are available in Smart stores as in the Destination concept. The Smart stores,
however, don’t incorporate the “disruptive elements.” Smart store
fixtures are modular in design to be easily expanded or reduced
in size to fit a variety of store shapes, sizes, and configurations.