Shoes for the City

DSW Shoe Warehouse, a subsidiary of Retail Ventures Inc. (Columbus, Ohio), has announced the grand opening of two new New York stores later this month.

On October 25, the shoe retailer will open 30,000-square-foot stores in Union Square and Battery Park City. The Union Square building, owned by Vornado Realty Trust (New York), will also include a 90,000-square- foot Filene’s Basement store that will open at the end of October, and Whole Foods and Forever 21 stores that will open early next year. Filene’s Basement is also a subsidiary of Retail Ventures, the former Value City Department Stores organization.

The Union Square space, a former Bradlee’s Department Store, was designed by JJ Falk Design LLC (New York). The work included the two stores and the building’s four-story vertical atrium. Falk Design also assisted Retail Ventures in modifying the exterior of the building to open views into the retail space.

The atrium is brightly lighted and visible from outside, encouraging customer traffic to the above-grade stores. DSW occupies the entire third floor and Filene’s Basement occupies all of four, five and six. Each floor is 30,000 square feet.

Scott Brownfield, vp, store planning and construction for Retail Ventures, asked Falk Design to build on the retailers’ national identities while “raising the bar” on design. “DSW and Filene’s Basement wanted dynamic stores that would lift their image in shoppers’ minds,” said firm founder and design leader Falk.

The vertical atrium is entered from the sidewalk on 14th Street and offers panoramic views of historic Union Square across the street. Escalators rise through the atrium to the store entrances for DSW on the third floor and Filene’s Basement on the fourth. The atrium is finished in stainless steel and glass and includes large video screens. A metal frame is suspended from the ceiling, holding lighting and projectors that beam store logos onto the glass wall. The atrium provides high visibility from the street.

“The design of the stores reflects the strong brand identify of DSW and Filene’s Basement as off-price retailers,” Falk says. “Both stores feature exposed ceilings, suggesting their heritage as warehouse stores, while incorporating state-of-the-art lighting and eye-catching design elements, including dramatic translucent color panels next to the escalators. These are warehouse stores dressed for a debut in the city.”