34th Street has become a thriving, high-profile retail corridor. With Macy’s Herald Square at the intersection of 34th and Broadway serving as a magnet for tourists and locals alike, the street is a bustling shopping destination. The demographic and Midtown location were perfect for Crocs’ (Niwot, Colo.) new flagship store.
But while the area was ideal, the 13,500-square-foot-space, formerly a Tad’s Steakhouse, was not. Its 1920s timber-frame structure presented a myriad of challenges for the design team at TPG Architecture (New York). Working with David Curtis, senior global creative director at Crocs, the charge was to create a branded statement along this highly-trafficked retail haven.
The company, literally born on the water with a plastic boat shoe as its first product offering, now has more than 300 styles of shoes, and 200 standalone stores in 90 countries. The 34th Street store is its first U.S. flagship and the largest in the world. The question facing Crocs executives was how will their successful, middle-mall-America “Blue Water” concept – created for its store in the Bluewater mall outside London, consisting of whitewashed timber fixturing and decorative trim, and shipping pallets cleverly stacked as merchandisers – evolve and translate into this dynamic New York location?
The approach called for a bold statement in the form of a highly visible branded storefront. Using color as a communication tool, the designers splashed 34th Street with a shock of “Crocs Green” by paneling the exterior façade in the company’s memorable and recognizable proprietary color. A series of rounded pucks were also added to the façade in an ode to the quintessential decorative holes associated with the retailer’s shoe. Curtis says, “This store, on one of the most visible shopping streets in the world, is an evolution of the brand. It represents Crocs for the 21st Century.” Case in point: passersby know immediately this is a Crocs location.
Being local-specific was an important part of the design strategy. In addition to the obligatory “I Love New York” shoes, customers are invited into a double-high entryway highlighted by a whimsical Statue of Liberty mosaic. Made entirely of 2354 colorful, right-foot Crocs shoes, this clever interpretation of a world renowned New York icon is a definite Instagram moment.
The long and narrow footprint of the space was perhaps the biggest challenge; circulation had to be defined. A durable concrete flooring tile, providing a solid base for New York foot-traffic, was laid out in an interlocking brick pattern to subtly promote forward movement.
Vertical transportation was enhanced with a new elevator and escalator. Missing no opportunity to project the brand, the escalator is adorned with bright green handrails, and the phrase “Find Your Fun,” spelled out in different languages along the escalator well to capture the attention of international customers. Curtis says the tagline, introduced this year, “represents the brand. We’re fun, colorful, unique and slightly irreverent.” A grand focal point is positioned on the rear wall, drawing customers through the space. Consisting of an open oval trimmed in white timber, the classic back wall is a branded statement appearing in all Crocs stores. The oval houses the original Crocs clog, merchandised in a vertical color block.
The overall environment is defined by color and whimsy. Color is strategically splashed on focal walls throughout the space, while an “international” wall, bathed in Crocs green, features Duke, the company’s animated alligator mascot. The wall lists store locations worldwide, along with the message, “Wherever you are in the world, find Crocs and find your fun.”
PROJECT SUPPLIERS
Retailer
Crocs, New York
Design
Crocs, New York: David Curtis, sr. director global in-store experience; Casey Scofield, global creative director; Karl Johnson, sr. manager global procurement; Jongmin Lee, conceptual design manager; Scott Landblom, sr. director North America store development; Chris Theiss, director North America store development
Architect
TPG Architecture, New York
General Contractor
CJS Builders, New York
Audio/Visual
ECI Communications, South Plainfield, N.J.
Fixtures and Furniture
Grand + Benedicts, Portland, Ore.
Universal Custom Display, Elk Grove, Calif.
Lighting
Villa Lighting, St. Louis
Signage/Graphics
Infinite Manufacturing Group, Irvington, N.J.
Wallcoverings and Materials
WL Concepts & Production Inc., Freeport, N.Y.
Photography: Ken Goodman, New York