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LOS ANGELES — For Cole Haan’s South Coast Plaza debut today, it went with its latest store concept, marking the new look’s first appearance on the West Coast.

The 2,500-square-foot store, located in the center’s Bloomingdale’s wing with neighbors such as Kate Spade New York and Sandro, boasts an all metal and glass storefront backed by a color palette of neutrals. Custom lighting and millwork help contribute to the residential qualities the store evokes.

The design concept has so far been rolled out to Cole Haan stores in Tokyo, NorthPark Center in Dallas and Westfield World Trade Center in Manhattan. Brickell in Miami is set to follow South Coast.

“We’re bringing this new face of Cole Haan to all corners of our distribution world,” said David Maddocks, the firm’s chief marketing officer and general manager of business development.

The executive added the company “will continue to evaluate our real estate strategies” as it relates to whether the new design will be rolled out across the store portfolio.

The new design aims for a modern approach to retailing for the accessories brand.

“We are a brand that’s been around since 1928 and we’ve got this wonderful, beautiful long arc of our history,” Maddocks said. “The environment that we’ve created really honors the timeless nature of our brand while also bringing it into a very contemporary language and we love the idea of the way modern living is and we really wanted to create an environment that feels more like a home than a store. The way that we approach our homes these days is borrowing from multiple eras and creating some new expression.”

Gone are aspects such as the traditional cash wrap, replaced by a mobile point-of-sale system.

It’s useful technology that’s still in line with the company’s philosophy that “human beings like talking to other human beings,” Maddocks said. “We have one of the greatest groups of sales associates that I’ve ever worked work….We have this whole philosophy called elegant innovation. There’s a lot to be discovered and talking with one of our sales associates to discover what makes our products unique is really the best way, we found, to share what we do.”

Instead of gadgetry for the sake of turning heads, the company is focused on the design and merchandising of each of its stores to fit the regional customer, Maddocks added.

South Coast, which has the benefit of a large trade area that includes both regional shoppers and tourists alike, will carry the company’s full line of merchandise, including footwear, apparel, handbags and accessories for men and women.

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