LOS ANGELES — It’s not always just about the clothes. Miss Sixty/Energie and Trina Turk might differ in ideas on style, but what they have in common is their awareness that stores have 10 seconds or less — say, the time it takes consumers to walk past a window — to communicate image, uniqueness and product design.
This story first appeared in the November 26, 2003 issue of WWD. Subscribe Today.
With the recent opening here of flagships, both these retailers show it takes significant investments in architecture and interior design, elements that play an integral role in getting registers to ring.
8008 West Third Street
Design: Modern take on the golden era of department store salons, with blush-pink tile floors, mirrored panels and 80 blown-glass globe lighting fixtures.
Size: 3,300 square feet
Interior design firm: Kelly Wearstler of Kelly Wearstler Interior Design, Los Angeles, who also co-designed Turk’s first shop, in Palm Springs, Calif.
Interiors investment: Approximately $500,000, according to analysts.
Projected first-year sales: $2 million.
Says Trina Turk: “There was a time when blond wood and brushed stainless steel looked new. Now, more decorative elements can extend the idea of what the brand is about. We’re not a minimalist brand but the clothing style is fairly simple and clean, with interesting fabrics. If you have an environment that has layers of interest and is engaging to the eye, it just makes the clothes look that much better.”
8070-8080 Melrose Avenue
Design: Women’s door Miss Sixty recalls Seventies-era sci-fi flicks with curved walls, a disco ball, mirrored walls and a color scheme of yellow, black and fuchsia. The men’s Energie store is a tongue-in-cheek nod to midcentury modern with natural stone walls, a cactus garden and dozens of vintage light fixtures.
Size: Miss Sixty, 3,500 square feet; Energie next door, 1,500 square feet.
Architectural firm: Studio 63, New York.
Interiors investment: Between $2 million and $3 million for both stores combined, according to analysts.
Projected first-year sales: Approximately $2 million combined, according to real estate sources.
Says Mark Wiltzer, chief executive officer, Sixty USA: “Everything we touch is part of the process of design, even to the point of choosing vintage furniture to enhance that design. Retail is a window into the philosophy of our company and how it works with our host city’s unique persona. Our stores are definitely the perfect marketing vehicle.”