Frederick’s of Hollywood, Santa Ana, Calif.

How do you turn up the heat for a renowned sexy brand? Give it the red carpet treatment.

That was the solution Fitch designed for Frederick’s of Hollywood with its new “Red Carpet” concept, which debuted at Main Place Mall in Santa Ana, Calif. As the name suggests, this store is all about the carpet, which makes a statement down the center of the store and provides a strong contrast to the white tile flooring.

Mannequins posed atop metallic-colored tables draw attention to the latest merchandise and trend stories. “From the moment the customer steps foot onto the red carpet, we want her store experience to be exciting, glamorous and reminiscent of Hollywood,” says Frederick’s of Hollywood president and ceo Linda LoRe.

The brand further plays up the Hollywood theme by displaying historical photographs of stars from film’s Golden Era on the walls. Additional touches of glamour include raised-relief wallcoverings, red tucked-leather room dividers, crystal chandeliers and leopard-print seating.

Project Participants:

Client
Frederick’s of Hollywood, Los Angeles – Genia Abram, manager of store planning; Lisa Nicotera, visual manager; William Ford, vp, creative; Richard Morin, vp, store operations

Design
Fitch, Scottsdale, Ariz. – David Santos, creative design director; Tom McCash, director of architecture; Keith Sullivan, architectural studio director; Don Hasulak, managing partner, architecture; Matt Bruggeman, national director, business development

Outside Design Consultant
Regency Lighting, Van Nuys, Calif. (lighting)

General Contractor and Ceilings
L&M Construction, Perris, Calif.

Audio/Visual
Muzak, Fort Mills, S.C.

Fixtures
NicoNat, Commerce, Calif.
Dlugosh, San Leandro, Calif.

Flooring
Omega Pattern Works, Chatsworth, Ga.
SouthEastern Interior Systems, Acworth, Ga.

Lighting
Troy Lighting, City of Industry, Calif.
Juno Lighting, Des Plaines, Ill.
Bartco Lighting, Huntington Beach, Cali.

Mannequins/Forms
Greneker Solutions/Zing Display, Los Angeles

Props and Decoratives
Trimco Display, Cartaret, N.J.

Signage/Graphics
Signage Solutions, Anaheim, Calif.

Wallcoverings and Materials
Innovations, New York
TriKes, Dallas
Wall Resources, Denver