Aptly named, and unapologetically quirky, All the Hoopla brings celebrations and holidays to life with an array of entertaining basics, gourmet goodies and decorations. It’s an explosion of knickknacks, the stuff we hold onto to someday fulfill our fantasies of setting a perfect table or having just the right card to send.
“Hoopla” is best defined as jovial commotion and excitement. So to tap into that mélange of emotions, JGA (Southfield, Mich.) created an open, yet segmented environment that showcases everything from impulse gift buys to kitchen essentials.
One challenge was to inspire the customer without overwhelming her. Designers created a lifestyle setting where the store is broken up into segments that present the merchandise according to life’s special events. One side of the store is focused on entertaining with party supplies and specialty foods, the other side offers gifts, social stationery and seasonal trim items. Two additional areas are designated for life’s occasions, like birthdays, new babies, events and successes, as well as featuring Hoopla’s brand Department 56.
Fixtures, both vintage and manufactured, play an important role in presenting the mix of merchandise. Mirrored parsons tables, stainless-steel saddles and brightly colored dining tables provide funky grouped displays, where the product, designers believe, is right at home. A mishmash of colorful chairs forms a chandelier at the entrance and moonlights as a flexible fixture to display items and graphics.
No matter how caught up in the hoopla you get, decorating for a holiday or organizing a mojito mixer has never been easier.
Client: All the Hoopla, Novi, Mich.; Joel Anderson, president, consumer direct; Michael Romanko, vp, consumer direct; Jenn David, director, store planning and special projects
Design/Architect: JGA, Southfield, Mich.; Ken Nisch, chairman; Kathi McWilliams, creative director; George Vojnovski, project manager
General Contractor: Retail Construction Services, Lake Elmo, Minn.
Outside Design Consultants: M-Retail Engineering Inc., Westerville, Ohio (mechanical and electrical engineers); Illuminating Concepts, Farmington Hills, Mich. (lighting)
Flooring: Junckers Hardwood Inc., Anaheim, Calif.; Virgnia Tile, Farmington Hills, Mich.; Booms Stone Co., Redford, Mich.
Wallcovering: Seabrook, Memphis, Tenn.
Fixtures/Millwork: Midwest Woodworking, St. Louis
Metal Ceiling: Chicago Metallic, Chicago
Signage/Graphics: Brite Lite Neon, North Hollywood, Calif.; Décor Group Intl., Madison Heights, Mich.
Laminates: Formica, Cincinnati
Paint: Benjamin Moore Paint, Soutfield, Mich.
Photography: Laszlo Regos Photography, Berkley, Mich.