that is part of the company’s branding. The
kiosk can be set up in two hours and later
packed up for another location.
Flexible and shippable
That flexibility is exactly what PAJ Canada
sought for popups for ELLE Time and
Jewelry, a line supplied by PAJ and branded
by ELLE magazine. The plan called for cases
that could be used either alone or in combination, Claassen says. SO created four
glass-to-glass units that could be shipped
and fit together in various ways.
“The biggest challenge was ensuring
SO could build us quality cases that met
our needs and still be able to be shipped
across the country without damage,” says
Mary Milan, VP of sales and marketing for
ELLE. “Because our product is a high-end
silver line, we can’t skimp on design details
like glass-to-glass case fronts, exceptional
lighting, and pull-out jewelry trays.”
Such cases are usually hard to ship across
the continent, she notes, citing “disastrous
results” from other suppliers before she
“It was a refreshing change to work with
professional, hands-on people. The lines
of communication were always open in
regard to production and shipping dates,”
she says. “SO crated each case individually
and promptly provided tracking information once they left the shop. Their timeliness and efficiency on this project was
Seamless and timeless
The seamless design of SO’s individual
units won over Darren Bondar, owner of
Alberta-based Watch It! retailer. The watch
company needed a sophisticated feel for a
budget that would appeal to franchisees.
The fixtures needed to be adaptable to dif-
ferent environments to enable flexible store
layouts and minimize installation time.
SO created ready-made showcases that
incorporate branding, display, and storage. Bondar says they look even better
than professional millwork at a fraction of
“When it came to different stores, making sure the atmosphere suited each location was important. However, ensuring
the WatchIt! brand was consistent across
Canada was a high priority as well. Neal’s
design using white line detail on each individual case created that brand consistency
I was looking for,” Bondar says.
The first project was so successful that
Watch It! has since employed SO to roll out
a new look for seven more of its franchised
stores across Canada.
Persistent toward change
“We keep at something until somebody is
satisfied,” Claassen says. “We will make
changes, work with it, tweak it … and technology changes anyway, so we have to keep
Meisha Perrin, meisha
954-241-4809, is editorial
assistant. She covers Above
& Beyond finalists, member
news, and other topics.
SO Showcases was also nominated for moveable glass pieces that gave jewelry retailer Elle
shipping confidence for popups.
SO Showcase team: From top left: Taylor Baggley, Johann Mendoza, Sam Richardson, Steve
Richardson, Brad Scollick, Wayne Macintosh, Danny Nighswander. From front left: Veronica Stoller,
Neal Claassen, Stefanie Davies.
Video of process: