New York & Company, Inc. sells the promise of success that New York represents to women everywhere – the success that a woman earns on her own terms and that celebrates her individuality.
Eight’s ambition was to capture that vision of storybook New York in a one-of-a-kind retail experience that turns heads, raises eyebrows and makes people talk. It is not neutral or monochromatic. It does not feel “understated” or “elegant”; it is lively and expressive, aspirational and exciting. It s the traditional and the contemporary to communicate what’s “new” in New York through an ever-changing spectacle. It embraces texture, color and contrast.
The retail concept developed for NY&Co articulates distinct experience zones that communicate the brand story and product offering to customers in a relevant, guided approach. Products & Services are organized logically and intuitively for first-time and repeat customers.
The collection zones of: “Wear to Work” and “Casual” attire and accessories line the perimeter of the store set in a soft, white and textured environment reminiscent of the luxurious walk-in closet. The fixtures, finishes and lighting are subdued, muted and matte. Each zone is suggestively delineated with “highlights of the collection” movable s. At the extents of the zone floor to ceiling mirrors serve as an on-floor back stock storage.
Basic collections such as accessory shops, jeans and 7th ave are highlighted in shop-in-shop zones that draw from the main collection palate, but also introduce different hues of wall fabric or natural timber display. They architecturally anchor the store in all axis.
One area that truly sets NY&Co apart, and is the architectural heart of the store, is the special’s collections zone. It is the central spine, and is flanked by freestanding fitting rooms. It is bold and glossy and it sparkles in confidence as the NY&Co consumer. The Broadway marquee lighting ceiling sets the “strutting” runway; gray mirror clad fitting rooms is there for sassy reflection. The fixtures are high in finish and are ultimately flexible to allow for curated Special Event floor sets.
