Top 10 of 2010

Coffee Grounds.
The homogeneous street corner Starbucks is on its way out, in favor of a new store concept that’s based on local communities and regional artisans and materials. “It’s a refreshing give-back approach that greatly contributes to the communities,” says James Sloss of Macy’s.

Smell Like Me.
The Old Spice ad campaign won awards, became a TV and Internet phenomenon and touched off a raft of spoofs and imitations – including at least one political ad. “A great experiment in social media,” says Todd Rowan of Little.

Happiest Meal.
The economy has been generally good for all fast-food purveyors. But the industry leader, McDonald’s, has not been sitting on its buns. A new design being rolled out features stone exteriors, higher ceilings and recessed and pendant lighting – coinciding with an upgraded menu. “I like that they are making more of the experience,” says Reggie Reyes of Target.

Greener Vegas Nights.
Las Vegas assembled some of architecture’s greatest, including Daniel Libeskind and David Rockwell, to give the city a greener future with a new, LEED-certified Crystals world-class shopping complex.

Times Square Revival.
Forever 21 moved from the mall to the bright lights with a huge new flagship store and an interactive digital sign that’s drawing huge crowds to New York’s famed square. Dunkin Donuts entered the digital sign wars with a large billboard inspired by urban art. And, says Brian Shafley of Chute Gerdeman, “American Eagle’s flagship expression, integrating digital and architecture, is an awesome example that’s brand-right and not cheesy.”

Gap and Trade.
Gap quietly introduced a new Helvetica type logo on gap.com. Then, after a firestorm of outrage, mostly on social media sites, it backpedaled, asking for design ideas from Facebook fans before reinstating the familiar blue box a few days later. Sure, it made Gap the talk of the week, but says Little’s Rowan, “it
made me think that their internal structure was in need of repair, not their logo.”

Across the Pond. 
Luxury’s global rise continued in the U.K. where Louis Vuitton presented its new Maison London flagship. Believed to be the world’s most expensive at more than $43 million, it encompasses three floors, 16,150 square feet and a fine art collection to die for.

Ralph’s Women.
The luxury U.S. market may be on its Blahnik heels, but that didn’t stop Ralph Lauren from delivering some elegance to 2010. His new women’s store in New York (see page 28) was a declaration that if you build it right, they will come. “Magic and theater in every corner,” raves creative consultant Tom Beebe.

Dare to Bare Marketing.
Spanish retailer Desigual turned heads this fall when it offered a free top and bottom to the first 100 people to show up at its New York store wearing only underwear. Others in their skivvies received a half-price apparel discount. Suddenly, Abercrombie’s half-clothed models seem tame.

Drug Deals.
Walgreen acquired all 257 Duane Reade locations in New York, pretty much establishing the sector leader as the city’s drug kingpin. And the test re-branding of Rite Aid drugstores as Save-A-Lot Food Stores/Rite Aid Pharmacy could change the face of drug – and grocery – retailing around the country.