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Young, Quirky and Colorful

Shasa puts fun back into functional

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The October opening of their 100th store in Los Angeles makes it clear that Shasa is a company on the fast track. Working with London-based Dalziel and Pow Design Consultants, they have created a retail space with strong environmental touchstones to a young and exciting brand.

A large-scale overhead company logo immediately attracts customer attention as they approach the 8000-square-foot store in the Glendale Galleria Mall. The internally illuminated Shasa sign is suspended as a marquee over a welcoming mannequin stage strategically positioned to showcase the newest looks, styles and trends. Additional mannequin stages occupy the window beds, offering a strong, uniform statement while maintaining a clear view into the store.

The overall materials palette is monochromatic with splashes of hot pink used as visual cues to call out departments while guiding customers through the store. “Being the 100th store for Shasa, it was a landmark site and a chance to focus on the quality of fixtures and fittings,” says Miles Williams, design project leader, interiors. “We used the strong monochrome palette as a basis and worked to inject a level of glitz and glamour into the store through material selection and elegant fixture development.”

A key architectural feature is a suspended merchandising system designed to present and highlight featured merchandise and visual hotspots. The trapeze-like system, consisting of a series of hanging cubes, is moveable, allowing for maximum merchandising flexibility. The ceiling-mounted fixtures, together with moveable wardrobes and mid-floor trend tables provide for focused and edited merchandise presentations.

The floor is a 600-mm gloss white vitrified porcelain tile with a slight reflective speckle. This is contrasted at the threshold of the store with a black version of the same tile and again in the fitting rooms where the tiles are laid in stripes, picking up on the bold geometric use of pattern in the store environment.

Shasa’s quirky personality is made evident by the application of colorful and bold environmental graphics, creating an upbeat dialogue with customers. “The overall tone of Shasa is fun, feminine and conversational,” says Myree Tydings, design project leader, graphics. “We wanted to build on the brand’s youthful character and love of fashion by exploiting their bold brand colors (pinks and glamorous golds), and mixing in quirky messaging and eclectic signage techniques.” The graphics are easily updated with every season, offering a fresh experience with every customer visit.

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PROJECT SUPPLIERS
Retailer
Shasa, Los Angeles

Design
Dalziel and Pow Design Consultants, London: David Dalziel, creative director; Miles Williams, design project leader, interiors; Myree Tydings, design project leader, graphics.

Mannequins
Newtech Display, Los Angeles; Acme Display & Fixture, Los Angeles

Lighting
Reggiani, Carlstadt N.J.

Signage
Southwest Signs, San Antonio, Texas

Graphics and Wallcoverings/Materials
Anderson, Los Angeles

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Ceilings and Fixtures
Gimsa, Toluca, Mexico

General Contractor
Epstein Construction LLC, Tucson, Ariz.

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