A.T. Cross, Natick, Mass.

For nearly 160 years, the Cross pen stood for masculine elegance, the fine writing instrument an executive slipped from his pocket or briefcase to sign that important letter or contract.

But in the 21st Century, as more and more women scooped up those executives slots, the A.T. Cross Co. had to rethink its marketing strategies. Its newest concept store, at the Natick (Mass.) Collection Mall, repositions the accessories brand to appeal to a younger female demographic.

The store, designed in collaboration with RGLA Solutions Inc. (Schiller Park, Ill.), is a contemporary setting with a residential feel designed to communicate the brand’s new image while also referring its distinguished heritage.

RGLA created several signature elements that define the Cross brand essence. A softly curving storefront with cove accent lighting expresses a more feminine aesthetic, while a flexible, modular cube system at the windows complements the style and grace of the products on display.

Fabric panels, quilted leather and quartz-composite countertops introduce the soft touch of luxury. A built-in display of illuminated graphics and customized fixturing offers easy-to-reference information on pen choices and adjacent surfaces provide product testing. Contemporary fixtures and alcoves with open glass shelving display the assortment of not only pens but also gift items: timepieces, cuff links, eyewear, leather accessories, stationery items, desk sets, even computer tote bags.

The Natick store was followed by a second concept store at Las Vegas’ Fashion Show Mall. Additional destinations are planned for the fall.

Client: A.T. Cross Co., Lincoln, R.I. — Robin Boss Dorman, vp, strategic development; Chad Mellon, vp, global marketing; Tom Peterson, director, global marketing; Kristin Lauer, creative manager; Peter Paulo, visual merchandising and store planning; Duane Doorakian, creative services manager; Sandy Sidoti, retail operations; Wendy Leviele, buyer

Design: RGLA Solutions Inc., Schiller Park, Ill. — Joseph Geoghegan, Jr., principal; Randy Sattler, principal; Robert Arend, principal; Nancy Newport, director, client services; David Heidtke, senior project architect; Ed Hanlon, senior designer; Ivelisse Ruiz, manager, marketing and creative services; Michelle Krause, design associate; Bill Dodge, design associate; Stephanie Weber, architecture associate

Fixtures: Gilbert Store Fixtures, St. Laurent, Que.

Exterior Signage: Sunshine Sign Co. Inc., North Grafton, Mass.

Print Vendor: DGI Invisuals, Burlington, Mass.

Flooring: Virginia Tile, Wood Dale, Ill.

General Contractor: Hammer Construction Inc., Portsmouth, N.H.

Photographer: Robert Nash