The kiosk was designed and built for JanSport, the backpack brand that is a division of VF Corp. (San Leandro, Calif.), by Twenty Four 7 (Portland, Ore.), to give it a noticeable retail presence in a compact space. It was rolled out last year in the Mall of Georgia (Buford, Ga.).
It’s a clean and modern blend of powdercoated metal and reclaimed wood, with blacklit lifestyle graphics and glowing brand signage that seems to shine down the hall.
Surprising for such a small footprint, there’s plenty of room for shoppers to enter the environment, move around and interact with JanSport associates. And, perhaps most importantly in this do-more-with-less world, there’s an abundance of merchandise opportunity.
This is not to suggest that 21st Century retailing is headed in a shop-in-a-box direction. But it does show the innovation that must be brought to the table if brands are to establish their identities in all realms of retailing, whether it’s their own stores, branded concept shops, individual departments, single fixtures and racks or a kiosk in the middle of a crowded mall.
“We all have our stories to tell,” says Bob Higgins, vp, global real estate, for Fossil Inc. (Richardson, Texas), one of the A.R.E. judges. “And we’re all looking for that way to reach out and talk to the busy shopper as she navigates the crowded retail world.”
About the JanSport kiosk, Higgins calls it “an ingenious solution for how to speak to customers. It brands JanSport in a positive way, and fulfills a number of any brand’s objectives: First, it’s very branded;
CANTILEVERED WINE FIXTURES
Duty Free Shoppes, Changi International Airport, Singapore
Retailer: DFS Asia Group, Hong Kong
Design: rkd retail/iQ, Bangkok