Woolrich

Woolrich is America's oldest continually operating apparel marketer and manufacturer. But for its newest stores, the 171-year-old company wanted a distinctly youthful look to attract shoppers in their mid 20s. So Horst Design Intl. (Cold Spring Harbor, N.Y.) created an energetic space that combines natural materials with industrial touches.

The new store at Outlet Village Plus in N. Conway, N.H., contrasts the rusticity of cedar, adobe and stucco with the sleekness of galvanized steel, bands of Woolrich's signature red and navy and punches of video and large-format graphics.

Inside the entrance, the central cashwrap is punctuated by an 8-by-8-foot ceiling-hung graphics box that displays imagery from Woolrich's new marketing campaign. Elsewhere, 8-by-5-foot lifestyle photos continue the visual dialogue.

To break up the store's long footprint and create a focal point, Horst designed an octagonal gazebo that holds seasonal merchandise. A triple-tier video display inside the gazebo draws shoppers down the main aisle toward it, aided by industrial-look lighting and ceiling beams that reinforce the path. Flanking the gazebo, faux-stucco feature walls are fitted with custom-designed floating panels of galvanized steel lit from behind, creating a halo effect that highlights the merchandise. On the sales floor, low open fixturing of inexpensive Spanish cedar reinforces the look while allowing clear sightlines. And low-budget, custom light fixtures of galvanized steel add to the industrial theme.

Client Team: Woolrich Industries, Woolrich, Pa. — Angel Oliver, senior vp of retail; Mike McCarter, retail merchandise manager; Roswell Brayton, president/ceo; Bill Ferry, board of directors; Lana Ward, advertising manager

Design Team: Horst Design Intl., Cold Spring Harbor, N.Y. — Doug Horst, president/principal-in-charge; Bernhart Rumphorst, principal; Fidel Miro, planning and design director; Cynthia Davidson, director of colors and materials

General Contractor: Commercial Building Interiors, N. Conway, N.H.

Suppliers: ECI, Boca Raton, Fla. (audio/video); Fleetwood Industries, Reading, Pa. (fixturing and signage); J&J Carpeting, New York (flooring); Electra, Islandia, N.Y. (graphics); Store Lighting Systems, New York, Indy Lighting, Fishers, Ind., and Lightron, Cornwall, N.Y. (lighting); Nevamar, Odenton, Md., and Formica Corp., Cincinnati (laminates)

Photography: Elliot Fine, New York