22 | www.retailenvironments.org RETAIL ENVIRONMENTS july.august.2014
project to help meet design intent within
budget, explains Glen Cacioppo, EVP of
sales and marketing for Premier. “They
came to us with a specification of reclaimed
wood,” he says. To maintain authenticity,
the team used actual reclaimed wood in key
focal areas. “Then we were able to source a
birch material to replicate the same look
and feel in less impactful areas of the store,”
One eye-catching wood item is the bench
featuring the Teva logo carved from solid
wood logs. Custom-built in Portland, it sits
in the center of the space as a branding element and as a counterpoint to the benches
made of the foam from Teva products.
Authentic design strategies
Lighting for the store is purposely simple.
High bays provide general illumination,
while LED spotlights highlight product and
key communication hubs. Product display
niches and the Mush wall are highlighted
with LED cove and halo lighting effects.
The floor is a simple concrete slab, befitting the goal of a minimally processed,
authentic look. Aqua-colored concrete dye
creates a living room “throw rug” at the
entry, giving visitors a sense of passage
into the world of Teva.
Once inside, shoppers can pick up a
guide to local adventures, from stand-up
paddling to craft breweries, curated by the
Teva store team. The literature contributes
to the feeling of authenticity that characterizes the brand.
“The people who work for Teva really
do embody the message that the brand
is conveying to the outside world,” says
Thanks to the team at Huen and their
partners at Premier Fixtures, that message
is now reinforced more clearly (and genuinely) through the design of Teva’s first
physical branded space.
Product hanging on its own production material becomes the visual merchandising. Personal notes on shelftalkers add local authenticity.
Robert Nieminen is
editor-at-large for Interiors
& Sources magazine. He has
covered commercial interiors
Display cases tell unique stories supported
by authentic artifacts.