As brick-and-mortar stores com-
peted against the rising tide of online
retailers, they began to create
experiences in-store that could
not be replicated online. Cana-
dians were now able to test the
subzero outerwear of Mark’s in a
Walk-in Freezer Lab inside the Edmon-
ton, Alberta, store. The fixture had
become the venue for an experience.
If unusual shapes weren’t enough to
draw traffic, repeating them surely
would. The collective effect of this
treatment of wall display cells
invited passersby to enter Carlo
Pazolini in Milan…and convinced
judges to give it the top award.
With technological advances making
a multitude of features possible in
fixtures, designers began to consider
merging old-school methods with
new-fangled devices. In My.Suit
in Manhattan’s Financial District,
still shots of models on treadmills
became flipbook videos in multiple
screens as mannequin alternatives.
As downsizing retailers looked to
maximize their real estate, flexible
fixtures that could accommodate
a lot of merchandise in a little
footprint were in high demand.
JanSport’s kiosk in the Mall of
Georgia in Buford, Ga., did that and
more. The entire unit folds into itself
for locked storage after hours.
See larger images of these Fixtures of the Year at aredesignawards.com.