Not that the factory look can’t be advantageous. The warehouse-inspired material
palette takes on a clean, contemporary vibe at the Wolverine outlet in Las Vegas. FRCH’s
design incorporates lifestyle and brand imagery covering a sliding panel system for overstock footwear. Library ladder-style merchandisers place accessories and apparel close to
related footwear for cross-merchandising.
Inventive stylishness is in, beginning at the mall entrance. It’s about architecture that’s
fresh, recognizable brands, entertainment options, and a nod to the locale.
One of CallisonRTKL’s clients, The Outlet Collection in Auburn, Wash., got an over-
haul in 2013 that speaks to the modern vision being adopted nationwide. The design team
installed dramatic entryways, a reconfigured racetrack, a Designer Row to attract luxury
outlet shopping, indigenous landscaping, and a popup bamboo garden.
“The environment was close to a full-line mall,” Holstedt says. “It opened new ways
Eateries augment the socialization aspects of today’s outlet centers. For instance, comfort-
to lease space.”
Some new features are encouraging a community feel. At FRCH-designed Glouces-
ter Premium Outlets in Blackwood, N.J., artificial turf doubles as space for events in the
midst of Colonial Revival-style buildings.
ing, warm graphics surround dining vignettes and diverse food offerings at Market Hall,
an FRCH-designed addition to the Woodbury Common Premium Outlets in upstate N. Y.
MAINTAINING THE DNA
As more major retail-
ers tap into the outlet
segment, its core val-
ues remain the same.
Consumers are still
looking for bargains,
so retailers must keep
their own outlet stores
from diluting the brand.
“It’s being authentic
and 100% true to our
DNA in all aspects of our
business,” says Richard
Hamori, SVP of store
planning and design at
Hudson’s Bay Co.
areas are being
outlet malls like
this Tanger Outlet
created a modern,
fresh look for The
in Auburn, Wash.