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The dynamic nature of the electronics category inspired the design. The white palette,
clean lines, and modular fixturing provide
flexibility for the merchandise to change as
the category changes. Clearly defined signage affords consistency for brand promotions that meet changing category needs.
The modular fixture system also allows for
the installation of various storage units as
well as vendor-supplied displays.
“The store design and the fixtures really
future-proof the store for product changes,”
Nisch says. Clean, contemporary materials
like white, polished flooring, stainless steel,
and sleek wood create a high-tech feel.
“It was important to us to be flexible and
have a muted canvas to make the prod-
uct stand out,” says Calvo. “The whole idea
behind the brand was to create a blank
canvas to highlight the products. We chose
white because it’s iconic in the category, but
also to be able to showcase and highlight
Streamlined fixtures, fabricated by
Henrico, Va.-based Showbest Fixture Corp.,
maximize display and capacity potential.
White and metal finishes ensure that products stand out, according to Beau Terrill,
project manager at Showbest Fixture Corp.
The display cabinets can be easily modified by store associates. Interchangeable
features include illuminated display frames
and different cabinet sizes.
“The biggest challenge for us was to figure out how to put all the components
inside the cases and make them look different, but with the option to look like the
others,” recalls Terrill.
Customer interaction with the devices is
crucial, so power is incorporated into every
perimeter fixture as well as some tables and
floor fixtures, says JGA’s Kazor. Cabinets
provide store associates with access to
electrical elements, simplifying product
Bandwidth for more
Following the opening of the Hartford
store, several more eSavvy stores are now
open and more are planned. A design “kit
of parts” for the store prototype accommodates various airport configurations, and
the modular focus has made subsequent
store design easier. Aside from modifying
cabinets to fit the new dimensions of individual retail locations, and accommodations for Apple product requirements, the
fixtures have remained largely the same
from store to store, says Terrill.
The white palette, clean lines,
and modular fixturing provide
flexibility for the merchandise
to change. Defined signage
allows for consistent brand
promotions for changing
categories. A modular fixture
system enables incorporation
of vendor-supplied displays.
eSavvy | Bradley International
Airport, Windsor Locks, Conn.
Size: 1,066 sf
Completion: April 2014
Fixtures: Showbest Fixture Corp.
Photography: Sarah Slavik Photography
is a freelance writer covering
New York City.