Jake, the upbeat, stick-figured icon/mascot of Life Is good Inc., is getting his own stores. Nearly 100 Jake’s House Genuine Neighborhood Shoppes, selling T-shirts, hats and water bottles bearing their title character’s smiling visage, are slated to open this year.
Those stores, run by independent owners working with Jake’s Boston-based parent company, are designed “to have a fun atmosphere that communicates Jake’s message of optimism and enjoyment of life’s simple pleasures,” says Ken Hastings, chief executive optimist of Jake’s House, a Franklin, Tenn.-based company that opened its first store in Atlanta’s Perimeter Place shopping center. (And yes, that’s really Hastings’ title – after all, this is a company whose motto is, “Do What You Like. Like What You Do.”)
Most of the merchandise within the 2800-square-foot Jake’s House is displayed on the company’s Artisan Collection of tables, benches and bookshelves, made of reclaimed barn wood. (Much of the store’s walls are also covered by barn wood.) In addition to holding T-shirts, backpacks, hats and other Jake-related goods, the furniture pieces are also for sale.
In keeping with the brand’s relaxing vibe, the rear of the store features furniture and TVs where customers can take a break from shopping. However, this area can also be converted into a showroom for displaying the Life Is good lines to other retailers interested in carrying them. To provide privacy during such showings, a barnwood-covered garage door can be lowered into place.
In addition to Perimeter Place, Hastings’ firm will also soon open a second, slightly larger Jake’s House in Atlanta’s Lawrenceville/Snellville area.
Client: Jake’s House, Franklin, Tenn. – Ken and Shannon Hastings, owners
Design: Life is good, Boston – Brian Conroy, director, Genuine Neighborhood Shoppes
Ploger Designs, Sarasota, Fla. – Linda Ploger, president
Outside Design Consultant: Ploger Designs, Sarasota, Fla. (window displays)
Architect/General Contractor/Ceilings/Flooring: Construction Management Associates, Atlanta
Fixtures/Furniture/Lighting/Signage and Graphics/Wallcoverings and Materials: Life is good, Boston
Mannequins/Forms: Roos, Atlanta
Photography: Mike Aweau, Innovative Advertising, Huntsville, Ala.