With a yearly revenue of $500 million, Blue Nile wanted to expand from five stores to 50. In doing so, Blue Nile chose to partner with the architects and interior designers of NewGround’s Retail Team. This list included retailers like Starbucks, Equinox, and Dior. The Retail Team worked with construction manager SCM and real estate developer Reese Development to create a design and construction program. This program will see stores opening at the rate of two a month, starting in the fall of 2020.
For the first round of stores, the Retail Team updated the existing prototype to add warmth and texture to the space while maintaining brand recognition. Rather than simply creating a prototype that gets rolled out, each store is turning into a laboratory to test out new ideas. New paint colors, artwork, and furniture welcome casual browsers and purchasing customers. The new design moves create a relaxed space to encourage interaction with the jewelry and employees. NewGround’s Retail Team also provides environmental graphics, furniture, and a digital experience through the Magic Mirror. The Magic Mirror is an interactive digital screen for customers to take selfies with the jewelry.
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