Creating a Neiman Marcus experience
American luxury department store Neiman Marcus was selected to anchor the new luxury wing at Roosevelt Field’s mall expansion. The first store for the established retailer in New York, a response that marks an important milestone in the company’s growth as the state had been reporting high online sales and strong brand recognition over the past few years.
Interior Designer: Diego Burdi, ARIDO
Design Firm: Burdifilek
Photographer: Ben Rahn
The design firm was tasked with crafting a holistic Neiman Marcus experience for this new space, featuring women and men’s fashion, shoes, jewellery, and cosmetic offerings while also housing the brand’s signature cafe and other VIP services. The goal was to design a coherent space in terms of planning and finishes to provide the store with a proprietary Neiman Marcus identity while allowing various departments, vendor shops, and brands to co-exist in a complementary manner. The retailer also wanted to reduce the long lead times associated with previous vendor reallocations by introducing a new “open pod” framework design to maximize brand and vendor representation. The need for clear delineation and flexibility in the new space was key to design success, creating opportunities for Neiman Marcus to respond quickly to changing consumer wants and needs.
The new Neiman Marcus Roosevelt Field is a haven for luxury shoppers. A luxurious palette of warm tones create a serene backdrop for the high fashion product collections and a grand cafe is a welcome social spot for patrons. Signature features and design elements anchor each department, and the selection of key finishes providing visual continuity and consistency across the large floor plates.
The design of the new “open pod” vendor shoppettes play a pivotal role in how Neiman Marcus will innovate in this new store. Understanding the collective needs of both the retailer and vendors ensures the framework meets brand design requirements for both parties - Neiman Marcus needed to own its brand presence through the architecture, while vendors demanded opportunities for customization.
The resulting design utilizes an outer shell that is owned by the retailer, while the inside structure, backdrop, and complementary platforms can be customizable by the vendor to express their brand guidelines. The framework takes shape in multiple forms throughout the department store, with the enclosed freestanding fixtures in the handbag department and the perimeter wall framing and fixture system in the fashion departments.
This focus on flexibility has equipped the Neiman Marcus team with the ability to respond quickly to changing trends and consumer needs, a critical measure for brand loyalty given the fashion-forward nature of the luxury retail industry. With brand presence well received since launch, it’s clear New York is eager to transition from e-commerce to experience the Neiman Marcus brand in person.
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