Schmitt Music Hits a High Note with Latest Store Concept
Concept: Here are five standout design features from the retailer’s new location in Bloomington, Minn.
TRANSFORMED FROM A former industrial office space, Schmitt Music recently opened a new concept for curious browsers and serious musicians alike.
1. …ON THE WALL
Aiming to ensure the ease of merchandising, the design team utilized slatwall. “The versatility allowed for creative merchandising from small accessory displays to covering a wall in hanging saxophones,” says Cori Kuechenmeister, Director of Design, Shea, the Minneapolis-based firm charged with the new flagship’s design.
2. MERCHANDISING MUSIC
Finding unique ways to display instruments of varied shapes created a VM challenge. “We solved this by designing custom fixtures and cabinetry that was incorporated into the store design,” says Kuechenmeister. “There is a display of custom shelving that holds trumpets, which is now referred to as ‘the trumpet wall.’ ”
3. SITTING PRETTY
Furniture in the space is purposely comfortable, lounge style seating. A variety of seating options encourages customers to dwell and relax while waiting for a repair, or to simply take a break when shopping. “The Sax Shop has a special tufted booth inspired by styles you might find in a jazz club,” adds Kuechenmeister.
The countertop has a shiny look, reminiscent of piano keys. “We needed a product that was very durable and able to handle the various transactions and large [instrument] cases that would be sliding across the counter,” says Kuechenmeister. She adds that the warm wood throughout the space was incorporated to create an inviting atmosphere.
5. SEEING CLEARLY
Kuechenmeister says sightlines were “absolutely important,” throughout the space, which is dominated by a range of instruments, practice rooms and tactile materials. Upon entry, customers can easily see across the different galleries around the store.
Embracing Whole-Brained Thinking in the Design Journey
Strategy needs creative, and creative needs strategy—yep, having both is really the only way of unifying all disciplines with a common vernacular with an eye toward building a strong creative vision that is foundational to the processes. Hear from Bevan Bloemendaal, former VP, Global Environments & Creative Services at Timberland, how to connect the dots between disciplines, claiming and creating a clear differentiation for the brand and ensuring that any asset (experience, product, ad, store, office, home, video, game) is created with intention.
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