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Specialty Non-Apparel

Perfumania

Miami, FL

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When Miami-based perfume retailer Perfumania sought a Dazzling design for its new store in the upscale Aventura Mall in Miami, it commissioned Southfield, Mich.-based JGA Inc. to create an Allure-ing retail interior that would Be the Envy of its competitors.

Because the product line mostly comprises small items, JGA fashioned a bright color palette and funky fixturing system that reflects the luxurious, yet fun qualities of the perfume itself. Using liquid imagery as a starting point, creative director Kathi McWilliams of JGA says, “We used a lot of curvilinear lines to create a visual interpretation of how you might think aroma moves.” As a result, the fixturing system's shapes convey movement and fluidity. Bright colors used throughout complement the merchandise without overpowering it.

The most striking feature is a 12-foot-tall, metallic perfume bottle with a gold cord and silver cap. Situated at the right of the entrance, this fun, iconic fixture lets customers know immediately what the store's all about. To further entice customers, a trapezoidal cut-out glass display in the middle of the bottle also showcases products.

Within the store, several curvilinear elements continue the offbeat, fanciful theme. Along the back wall, tall, vertical displays emulating elongated perfume bottles hold Perfumania's main merchandise. Set against a bright, painted purple wall, the ivory-lacquered perimeter cases are topped with silver-painted caps, offering a neutral support to an array of perfume bottle colors and shapes.

Although the company has 282 stores in existence, the prototype will be tested for six months before the company decides whether to roll-out the design. According to Benny Shuflita, Perfumania's director of construction and purchasing, “Perfumania wanted a new concept that would work in happening places and fit with the changing times.”

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Client Team: Perfumania, Miami — Simon Falic, president and ceo; Marc Finer, president of retail operations; Benny Shuflita, director of construction and purchasing; Ron Friedman, cfo; Richard Davis, director of marketing; Joel Lancaster, director of stores

Design Team: JGA Inc., Southfield, Mich. — Ken Nisch, chairman; Skip West, studio director; Kathi McWilliams, creative director; Brian Eastman, graphic design director; Mike McCahill, project manager; Katie Shaieb, senior designer; Jeri Bademian-Elsie, interior designer; Stephanie Gach, color and material specialist; John Cochran and Curt Nemith, draftspeople Architect: J. Michael Kirk, Southfield, Mich.

General Contractor: Aldo Construction, North Miami Beach, Fla.

Engineers: Munsell Associates, Southfield, Mich. (structural); JMK Associates, Warren, Mich. (mechanical)

Fixtures: Robelan, Hemstead, N.Y. (window display); Capital Interiors, Peshtigo, Wis. (millwork); DaDonna Studios, Pompano Beach, Fla. (perfume bottle icon)

Suppliers: D. Magnon & Co. Inc., Mount Vernon, N.Y. (terrazzo floors); Granirex, Farmington Hills, Mich. (marble base flooring and wall tile); Abet Laminati, Ferndale, Mich. (laminates); Emaux De Briare, MarieBad Cabourg, Farmington Hills, Mich. (wall tile); Benjamin Moore Paints, Montvale, N.J.; Pittsburgh Paints, Mukwonago, Wis.; Crescent Bronze Powder Co. (paint); Sigma Associates, Detroit (lighting consultant); American Sign Crafters, Bayshore, N.Y. (signage)

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Photographs: Al Freddy Photography, Medley, FL

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