The Fossil store at the Universal CityWalk complex in Orlando has served as a high-profile showcase of the brand’s modern-yet-vintage watches, jewelry and accessories since its opening in 2003. When the 2100-square-foot space debuted, it bore what company officials described as a “playful expression of vintage 50’s retro materials, details and imagery,” including bright colors, neon, vintage signage, graphics, props and visual displays. The store’s material palette consisted of maple wood stained in cherry or honey and clear coated, high-gloss chrome metal trim and accents and splashes of bright yellow paint.
Fast-forward to last year, when the store was given a new, toned-down look that features residential-inspired, mid-20th century modern architecture, furnishings and imagery. The idea was to create a space that’s both “comfortable and visually stimulating,” Fossil officials say.
The store’s updated material palette consists of maple wood with a dark rich Jacobean stain, white oak, marbella cork panels, grass cloth, midnight Caff-stained concrete, ledge stone and custom mid-century modern-inspired wall coverings. In addition, the store’s lighting received an overhaul that included installing a suspension track system with ceramic metal halide spotlights to highlight selected product displays. The store’s updated exterior features oversized LED blade signs to catch passerby attention on the high-traffic tourist location.
Fossil officials liked the new look so much that they rolled it out to 86 stores in 2008, with plans for 40 or more this year.
Project Participants:
Retailer
Fossil, Richardson, Texas: Jennifer Pritchard, president global retail; Heath Carr, senior vp design and operations global retail; Michelle Martin, vp stores, North America; Jill Elliott, vp global brand/creative director; David Curtis, director store planning & design; Nichole Dreyer, director VM; Chad Spencer, visual manager; Bernie Gessner, director North America retail operations; Jeff Michna, director construction; Bill Pretzel Sr., project manager construction; Patrick Conner, manager store planning & design; Luke Truitt, senior project designer; Missy Begue, project designer
Architect
Quorum, Dallas/Fort Worth, Texas
General Contractor
Weeks Construction Inc., Greenville, S.C.
Ceilings
M-Boss, Cleveland
Fixtures
Storekraft, Beatrice, Neb.
Principle, Osceola, Wis.
Ganter Inc., Dallas
Flooring
Prairie Shores, Pleasant Prairie, Wis.
Furniture
Herman Miller, Zeeland, Mich.
Lighting
FSG Lighting, Austin, Texas
Mannequins/Forms
Seven Continents Inc., Toronto
Props and Decoratives
18 Karat, Langley, B.C.
Roost, Sausalito, Calif.
Signage/Graphics
Trianglesign, Baltimore
Superior Graphics, Dallas
Wallcoverings and Materials
Superior Graphics, Dallas