NewGround’s retail design team knew that the key was proper space utilization. Changing textures or color pallets around in a space may seem like an easy way to update a design or translate digital to physical, but without careful planning, simple changes can lead to disastrous design effects. Despite the need for careful planning, Blue Nile needed a partner who would work fast to accomplish volume and velocity—as many locations as quickly as possible without compromising quality. Furthermore, NewGround’s retail design team knew that a business like Blue Nile meant some trial and error while they were figuring out their own branding. This meant that communication and collaboration were critical throughout the entire process. The overall result of NewGround’s careful planning and Blue Nile’s innovative ideas are showrooms now visible in multiple locations across the country. The dark, rich blue colors, the wooden accents and display cases, and the featured lighting all come together to create a unique space that perfectly encompasses Blue Nile’s brand.