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From Giants Blue to Jets Green, Store Can Change Its Stripes

BY Marianne Wilson

From the field to the locker room, the just-opened, $1.6 billion New Meadowlands Stadium in East Rutherford, N.J., was designed with customizable features to make fans of each of its resident football teams — the New York Giants and New York Jets — feel at home. The same theme was applied to the stadium store. Using a combination of modern architectural design and the latest innovations in digital technology and lighting, the 9,600-sq.-ft. space can be transformed to create a team-customized shopping experience for the teams’ respective home games.

“Our challenge was to create a store that could flex easily between the Giants and Jets, and also exist as a hybrid for non-game events and concerts. “And it had to be done without sacrificing operational efficiency,” explained Brian Shafley, president and chief creative director, Chute Gerdeman Retail, which collaborated on the project with Delaware North Companies, whose Sportservice division is the exclusive operator of food service and retail at the Meadowlands stadium.

The transformation of the store, whose official name is The Flagship Store Powered by Reebok (Reebok is the official equipment, uniform and footwear provider for the NFL), is made possible through colored lighting, digital signage, projected graphics and flexible fixturing. All of this plays out against a neutral, slightly futuristic background.

“The New York customer has access to a lot of sophisticated stores, so we wanted the store to feel cool, new and fresh,” Shafley explained. “Also, this is a brand new stadium, and we didn’t want to get caught up in old-style imagery. So we relied on more abstract graphics and stylized elements.”

From the fixturing to the architectural details, the space is mostly white, the only color the two teams have in common.

The powerful use of lines and striping in the stadium architecture provided inspiration for the store concept. The design features gleaming white floor-to-ceiling striped bands that soar into the ceiling area and dip back down into the sale area to define the spaces.

Above the architectural bands, the ceiling is washed with LED lighting that can shift with the flick of a switch from Giants blue to Jets green depending on which team is playing.

Digital signage, including a large LED video wall, is located throughout the space. Iconic imagery of logos and players in action is projected on the floors and walls at key locations. All the graphics are easily reprogrammed to complement the appropriate home team.

The center of the store features an interactive zone where guests can play a simulated football game on a digitally projected Giants or Jets home football field. Four gaming stations feature NFL-themed games, programmed to involve the home team. A reader board details scores of games, and video monitors broadcast live game feed.

“The digital technology is very user-friendly,” said Corey Dehus, creative director, Chute Gerdeman. “There are three buttons in the back storage room, with two representing the home teams and one when the store is in hybrid mode. The buttons control the lighting and digitally projected images.”

For quick merchandise changeovers, revolving perimeter display panels pivot to reveal the appropriate home team merchandise. A cap tower, topped with a replica of the Vince Lombardi trophy, allows for logo merchandise to be interchanged by flipping hinged cover panels. Some fixtures have hidden storage areas that allow employees to change out stocked goods right at the fixture, and on the floor itself.

“The floor fixtures can be changed out in three hours,” Shafley said.

Colored lighting accents the sleek-looking cashwrap area, which is highlighted with an oversized dimensional graphic to celebrate the store’s position on the 50-yard line. One line feeds into a long row of some 20 checkouts.

“It’s proven to be the fastest way to process a lot of people,” Shafley added.

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Kmart launches Smart Sense

BY CSA STAFF

HOFFMAN ESTATES, Ill. – Kmart announced the expansion of its brand portfolio with the introduction of the Smart Sense line, its new Kmart brand that includes a wide range of items including everything from snacks and beverages, to oral care, paper products, household cleaners and over-the-counter medications. The quality of the Smart Sense line is comparable to that of national name brands, and on average costs 20% less, according to the company.

"With the introduction of the Smart Sense line, Kmart is looking to offer a more affordable Kmart brand product assortment that will rival the quality of more nationally recognized brands," said Mark Snyder, chief marketing officer, Kmart. "While the Smart Sense line will offer the everyday essentials, Kmart is also taking it a step further by providing unique products that you wouldn’t typically expect to see under a store brand."

The Smart Sense line currently consists of hundreds of products available in Kmart stores and the product line will expand to more than 1,200 items by early 2011, the company reported. Kmart said it will also support the Smart Sense line launch through multiple communications channels, including advertising, coupon offers, merchandising displays, sampling, digital marketing and event marketing.

In addition to the introduction of the Smart Sense line, a new look has been created for many other Kmart brand products, the company reported. The brighter and more vibrant packaging has been designed to capture the "colorful thinking" Kmart is demonstrating through its new product and brand announcements. In addition to the Smart Sense line roll-out, Kmart is also introducing products in a re-launch of its other exclusive brands, which include, Little Ones baby care products, Champion Breed pet care products, Image Essentials personal care products and VitaSmart vitamin products.

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Target to open ten stores on 10/10/10

BY CSA STAFF

MINNEAPOLIS Target announced that it will open 10 stores across the country, resulting in the creation of more than 2,400 jobs.

The stores will open in the following communities:

 

    * Sacramento East: 6507 4th Ave., Sacramento, Calif.     * Simi Valley West: 51 Tierra Rejada Rd., Simi Valley, Calif.     * Bakersfield Central: 2901 Ming Ave., Bakersfield, Calif.     * San Jose North: 95 Holger Way, San Jose, Calif.     * Azusa: 809 Azusa Ave., Azusa, Calif.     * Salt Lake City: 1110 S. 300 West, Salt Lake City, Utah     * Little Rock University: 420 S. University Ave., Little Rock, Ark.     * Christiana: 800 Christiana Mall, Christiana, Del.     * Flushing: 4024 College Point Blvd., Flushing, N.Y.     * Braintree: 250 Granite St., Braintree, Mass.

 

“These new Target store openings will help support local economies and make life easier for our guests by creating new jobs, spurring development and providing the utmost in convenience and value,” said John Griffith, EVP property development for Target. “We are looking forward to deepening our relationship with guests in communities across the country.”

As part of the grand opening celebrations, Target said each store will contribute to its community by initiating a local grant program, contributing to the United Way, donating food to Feeding America and product to the local Goodwill chapter and encouraging team members to volunteer their time to serve their community.

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