NASFM Retail Design Awards 2000

In a competition dominated by streamlined formats, neutral palettes and luminous materials, PlayStation at the Sony Metreon, San Francisco, received Store of the Year honors in the National Association of Store Fixture Manufacturer's (NASFM) Retail Design Awards 2000. Judges of the 29th annual competition, say PlayStation stood out because of its sleek, smart presentation and integration of practical yet innovative technology. Panelist Judy Bell of Target noted, “I thought it best said 2000.”

Fourteen of the 176 entries (a 36-percent increase in entries from the 1999 competition) were selected as grand-prize winners, and 23 as outstanding-merit winners in 13 categories. Judges also conferred 12 “Outstanding Store Fixture” awards to manufacturers and designers of particularly innovative displays. Winning projects, which hailed from the U.S., Canada, Mexico, Rome, Seoul and Helsinki, were announced at NASFM's awards presentation during GlobalShop, held March 27-29 in Chicago.

The judging panel included Judy Bell, director of visual merchandising and design trends, Target Corp. (Minneapolis); Barbara Fabing, senior vp, FRCH Design Worldwide (Cincinnati); Dennis Gerdeman, principal, Chute Gerdeman (Columbus, Ohio); Rudy Javosky, senior vp, design and construction, Federated Department Stores (Cincinnati); Tony Mancini, vp, retail store development, Walt Disney Attractions LLC (Lake Buena Vista, Fla.); Karen Schaffner, publisher, Display & Design Ideas (Atlanta); Marianne Wilson, senior editor, Chain Store Age (New York); and Carole Winters, associate publisher, VM SD (Cincinnati).

Next year's competition deadline is Dec. 15, 2000. For more details or to obtain an entry form, contact Karen Doodeman at NASFM, 954-893-7300; fax: 954-893-7500; e-mail: nasfm@nasfm.org.

Judges lauded PlayStation because it integrates practical and innovative rather than superfluous technology. Judy Bell, director of visual merchandising and design trends for Target Corp. (Minneapolis), noted that the store best exemplifies the present and future high-tech age.

To create a retail environment that is a brand extension of PlayStation — Sony's interactive video game system — designers created a visually stimulating, high-tech/high-touch atmosphere that allows customers to test-drive more than 200 games.

Outside, the storefront entices customers into the space, while interactive towers “play” to passersby. Inside, a “software bar” is the store's focal point where customers can test PlayStation games with the help of a “bartender.” Individual monitors, controls and stools (in PlayStation's signature colors) identify the bar's 16 stations. Under-counter fiberoptics create a halo effect and highlight the exposed concrete flooring under clear glass panels, adding to the futuristic effect.

Fiberoptic lighting running through the ceiling and linear floor creates a playful atmosphere. Throughout, interactive towers for two and four players keep adults busy above while egg-shaped units in varying heights encourage kids to play on the floor.

Dennis Gerdeman, principal of Chute Gerdeman (Columbus, Ohio), says two things stood out in the PlayStation design: the use of practical technology, not just bells and whistles, and effective lighting. Gerdeman also commented, “There are strong visual cues about the merchandise, what the benefits are and how to use them. The whole place has a sense of discovery.”