So how did Herschman make this visu-
ally virtual brand stand out in the physical
realm? “It was collaborative,” says Fred
Margulies, LEED AP, director of retail
architecture at Herschman. “All of us
were starting something from scratch.”
The store creates an identity that
stands out and doesn’t step on the toes
of competitors. Highlighting the mod-
ern, warm elements is a photographic
wall mural of Fabletics’ co-founder and
celebrity spokesperson, Kate Hudson.
Sleek, clean surfaces signify an upscale quality and romance the product.
The design is purposely dialed back to
let the merchandise play an active role,
The balance of the store is visible from
the mall concourse, making the brand
easy to spot. Upon entry, visitors see the
entire collection on display. The layout
allows for leisurely circulation, encouraging guests to take in the sights at an
A rustic and deep-wood backdrop sets
the stage for a large video display and
mannequins featuring the latest styles.
A “Live Your Passion” graphic, combined with Hudson’s image, sends a
strong branding message.
Reclaimed rough cedar with a deep
sienna stain at the storefront and cash-wrap suggests nature, while porcelain
ceramic tile provides a warm and inviting backdrop throughout the store and
High-quality, custom-designed fixtures resemble “something that people
expect to have in their own home,”
Netral says. The floor fixtures are
moveable and available with endcaps
for potential feature displays.
Mike Mareno, director of business
development for fixture provider Leiden Cabinet Co., lauds Fabletics vision.
“They knew the attitude of the store
before they started designing it,” he says.
“They already had name recognition
and were building a store to complement
their online identity.”
By making small substitutions, Lei-
den manufactured more cost-effective,
easier-to-install fixtures. The company
created a corner cabinet taller than
the adjoining cabinets by elevating the
solid-surface top, thereby eliminating
the need for a miter cut and a field seam,
“It was a better-quality product, saved
money, and was less labor-intensive,” he
Leiden’s biggest challenge was a
three-day installation. “The site wasn’t
completely ready to take install,” Mareno
says. “We worked in the space with other
trades as they finished, and it lengthened
the installation a few days.”
After realizing there was not enough
room for everyone to work efficiently,
Leiden pulled some of its installers off the
project. “It not only enhanced the instal-
lation project, it cut back on costs, which
made the client happy,” Mareno adds.
A wall mural of the brand’s co-founder, Kate Hudson, sends a strong branding message.