MUST-HAVE electronics products
change constantly, and savvy air travelers
have already seen yesterday’s device du jour.
So Paradies’ new eSavvy concept is designed to enable the
seamless incorporation of new inventory and promotional
signage in the blink of an iProduct.
The first location opened in April 2014 at Bradley
International Airport in Hartford, Conn. The versatile, yet
simple environment allows the products to stand out and
attracts busy travelers looking for both need-based and impulse
W YSIW YG storefront
The concept is the first electronics retail brand for Atlanta-based Paradies, which operates more than 600 stores in 77 airports across the U. S. and Canada. “We felt like it was important
to create a brand tailored to the ever-changing and fluid category,” says John Calvo, Paradies senior director of planning,
design, and construction.
With an emphasis on high-tech sophistication, the store
name is designed to lure travelers out of their normal route to
see what’s going on in the store, Calvo says. The display window
in the center of the storefront brings focus to the new brand,
enhancing name recognition, notes Melissa Kazor, project
manager for Southfield, Mich.-based design firm JGA.
Charging stations just outside the store further encourage
busy travelers to stop. As they power their devices, clear views of
brand messaging and merchandise stimulate impulse shopping.
“As people walk by, whether they’re thinking they need a
product or not, the design is going to catch their eye and maybe
drive them into the store,” says Michael Pietryka, director of
marketing at Paradies. “Once they’re in there, the products we
have, the customer service, and the design can help drive sales.”
Designing for an airport location means impressing airport
authorities as well. Explains Ken Nisch, chairman of JGA,
“eSavvy not only appeals to the customer, but has to appeal to
the Airport Authority as part of the typical vetting process that
goes into selecting which tenants go into the airport itself.”
A unique swooping ceiling element with internally lit stretch
fabric, spanning from entry to the rear feature wall, differentiates eSavvy from other electronics retailers.