CONVERSION – SPECIALTY STORE, SALES AREA OVER 10,000 SQ. FT.
Charming Charlie
New York
Submitted by: CALLISONRTKL, BALTIMORE
Photography: COURTESY OF CALLISONRTKL, BALTIMORE
Taking the leap from a shopping mall staple to one of the newest tenants on New York’s ultra-chic Fifth Avenue, Charming Charlie (Houston) enlisted the New York design team from CallisonRTKL (Baltimore) to convert a two-story, 16,000-squarefoot defunct electronics store into a brand beacon befitting of its Big Apple digs. Its 30-foot-tall glass façade calls attention with its signature oversized hot pink door.
Charming Charlie, New York / Photography: COURTESY OF CALLISONRTKL, BALTIMORE
“The pink door is an element included on all current stores, but we decided to take it to the next level [here],” says Tom Pulk, senior associate vp, CallisonRTKL. “[It] not only makes a very clear statement but also communicates to customers the scale of the store.”
To appeal to the city’s leading fashion magnates without alienating its core customer base, designers stayed true to the retailer’s playful Southern style while introducing a grownup, urban design sensibility, juxtaposing existing concrete with colorful, glossy decorative materials. Columns and ceilings were simply painted over to create the feel of a SoHo loft, explains Pulk.
Charming Charlie, New York / Photography: COURTESY OF CALLISONRTKL, BALTIMORE
Also unique to the location, it contains a press room where fashion editors can review products for potential coverage. Doors to the exclusive area are often left open, which Pulk notes as one of his favorite aspects of the project: “The idea that customers will be able to see the process … is very exciting and speaks to the current requirement for theater in retail.”
“I think it’s one of the best embodiments of a brand that I’ve seen in a long time,” said VMSD Renovation Competition judge, Eric Kuhn, design leader, BHDP Architecture (Cincinnati). “The attention to detail is extraordinary.”
View Parts I and II of this year’s competition.
To enter VMSD’s 2017 Retail Renovation Competition, stay tuned for the announcement of the call for entries, early next year.