QVC @, a subsidiary of QVC Inc. (West Chester, Pa.), has opened QVC @ THE MALL, a 2500-square-foot flagship store at Mall of America (Bloomington, Minn.).
The store allows consumers to see, touch and purchase much of the same merchandise they can acquire from home via QVC1s television program or on www.QVC.com. With a filming studio integrated into the store, QVC broadcasts from Mall of America. “By doing live testimonials from the store, we1re looking to influence a new customer base,” says Nan Russell, vp of QVC @. “We1ll be looking for real customers giving real reactions. The whole purpose is about building trust in our product.”
The atmosphere, meanwhile, is designed to feel like a Midwestern home. It features a kitchen, living room, garage, bedroom, foyer and stairs leading to a broadcast booth on a balcony. A picket-fence faade and custom glass that resembles wood siding give realistic perimeters to the store. Once filming of a live segment has begun, the viewing audience can see inside.
Client Team: QVC @, West Chester, Pa. — Nan Russel, vp; Marlene Robinson, merchandising; Karen Clark, project management; Paul Colaiezzi, Don Keith, broadcasting; Bern Gallagher, facilities; Doug Rae, broadcast lighting; Ginger March, graphic design; Bill Bennett, technology and media; Caroline Terrell, telecommunications
Design Team: Glen & Co., New York — Glen Coben, president, principal-in-charge; Keena Sugh, Joy Cardillo, Luis Blanc, James Scott, Peggy Leung, Chris Pollard, Sven Johnson, Paul Maguire, Ron Deschamps, designers
Architect: Tanek Inc., Minneapolis
General Contractor: PCL, Burnsville, Minn.
Outside Design Consultants: WJ Sutherland & Associates, Inc. (MEP Engineer); Fisher, Marantz, Stone, New York (lighting design); The Systems Group, Hoboken, N.J. (audio/video); Carter Rodenheizer, Minneapolis (visual merchandising); Nelson-Rudie & Assoc. (structural), Heery Intl., Atlanta (construction management)
Suppliers: Wilkie Sanderson, Burnsville, Minn. (millwork); Thrive!, Portland, Ore. (merchandise system); Interstate Glass, Burnsville, Minn. (glass); Meltdown Glass, Phoenix (glass shingles); Shaw Contract, Plymouth, Minn. (flooring); Gruppo, Minneapolis (specialty signs and metals)
Photographer: Dana Wheelock and Greg Paige, Minneapolis