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Cosmetics in Century 21

New York retailer adds full-line department to its renovated Brooklyn store

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Century 21, the New York-based apparel retailer best-known around the country for rebuilding its flagship store at Ground Zero following the Sept. 11, 2001, terrorist attacks, has opened its first full-line cosmetics department in its Bayridge, Brooklyn, store.

The move was part of a major renovation and expansion of the 105,000-square-foot facility. The interior design was performed by Horst Design International, Cold Spring Harbor, N.Y.

“For the past several years, we had hoped to include a comprehensive cosmetics department but lacked adequate space,” says the retailer's owner, Raymond Gindi. “With the renovation, we added 23,000 sq. ft. to the second floor, allowing us to relocate merchandise and place the 3300-square-foot cosmetics section near the front entrance for high street level visibility.”

The design challenge was to create a strong interior concept that would highlight the designer fragrances and cosmetics (Lancome, Chanel, Lauder, Clinique, Kenneth Cole, et al.), yet conform to the new contemporary image developed for the rest of the store. Horst Design used high-quality, rich materials like marble, as well as modern lighting, a palette of peach pastels and upscale fixturing.

“As a way to promote traffic to the cosmetics area, we opened up two large passageways with wide aisles that direct customers to this department before they walk through the rest of the store,” says Fidel Miro, HDI design director. Cosmetics is connected to women's accessories and the junior department. In addition, HDI opened the display windows along the store's main thoroughfare, 86th Street, so passersby could easily view the variety of showcases and products inside.

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