New Spin on Wooden Fixtures in Express Prototype

Express's launch of its new concept retail store in King of Prussia Mall outside Philadelphia will introduce to American mainstream customers the unique vision and off-the-wall style of Japanese design firm Wonderwall.  A visit to the Wonderwall web site alone is worth the trip, but the new Express store is a true happening.



Creative use of wood
This innovative new retail space continues the tradition of unisex jeans that has been with us for decades, but with a new spin.  A "Denim Lab," featured as the store's primary focal point, is highlighted by a wood ceiling in oak with a suspended oak trellis.  Outrigger-mounted wooden shelves are framed by black velvet curtains.  Related fashion items are merchandised on wooden tables with black used as an accent color.



The richness of wooden materials is brought to life by an LED lighting installation of 100 silver globes.

A space for the GenY consumer
To engage the college-age Millennnial shopper, interactive touch screen computer stations are placed strategically in the environment.  These electronic merchandising enhancements allow customers to shop online and browse the Express Facebook page and Twitter feed.  Express fashion shows are  streamed continuously by mirrored video monitors in the front of store and cashwrap.

Will Japanese creativity jolt the American store design scene?
Wonderwall has been around since 2000, founded by Masamichi Katayama, who describes himself as a "total concept" designer.  Katayama's mission is to create environments that "touch the subconscious of the consumer."  His design studio seems to be giving a new emphasis to the use of wood to add warmth to contemporary retail design, as seen in this space for And Accessoire in Tokyo's Aoyama district.  The new Express concept will soon have a presence in the Midwest at the Kenwood Towne Center in Cincinnati.



Gabriel Logan has a reputation for exceptional craftsmanship in manufacturing wood fixtures for retail and institutional spaces.  We have been working with Whole Foods Markets since 2005 to create engaging, sustainable retail interiors.  Contact Misty Wilfing at mwilfing@gabriellogan.com for more information.