Visual Merchandising and Store Design | VMSD.com

(August 2007) posted on Mon Aug 20, 2007

New Martin + Osa concept encourages hanging out

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By Tom Zeit

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American Eagle Outfitters needed a model to design the stores for its new Martin + Osa chain, aimed at the 25-40 demographic. The target is a couple that goes to the mall and likes to spend the time together – just like, say, Martin and Osa Johnson.

The Johnsons were an unusual couple from Kansas who traveled the world – including some very remote places – in the early 20th Century. They studied native cultures, discovered wildlife, took photographs, wrote books and made films.

Their adventurous spirit is what American Eagle tried to capture in the merchandise and design of its new Martin + Osa concept. Among the imperatives it gave the design team: more sport than sportswear, more fun than serious, more day than night and more outdoor than in.

“The client challenged us to set them apart from that sea of sameness inside a mall,” says Jeff Rudy, project manager for Michael Neumann Architecture (New York), which handled the design. That’s what led to the idea of a façade without a typical glass storefront window. “We made it look as if there were these giant barn doors that swung open,” Rudy says.

The critical part was to make that opening large enough so that customers feel they’re being welcomed in, as though the doors have been thrown open just for them. So the entryway is an unusual 15 feet wide, and the entrance has been set back from the lease line to use the floor to lead customers in. “Probably the biggest challenge was convincing the client to give up that space it’s paying for,” Rudy notes. “But it’s worth it.”

Get Cozy

Inside the store, the design team wanted to evoke the Johnsons’ sense of adventure. They also took a close look at what makes their customers feel comfortable shopping. In a typical store, for example, apparel offerings are divided in such a way that a man and a woman could go their separate ways with nothing to bring them back together except the cashwrap. But it turns out that’s not ideal for these customers.

“We’ve created familiar environments for men and women to shop in,” says principal designer Michael Neumann, “but also other areas within the store where they come together and feel a sense of community.”