Victoria Secret:
The entrance is a black smooth glossy material and the Victoria Secret logo is in pink. This color palette is used throughout the store, along with cream and white. The lighter colors within the store are used as a backdrop for all of the merchandise. The black is used to frame the back drop and also used on the display stands in the center of the store.As you move through the store the walls change from black to cream to a more youthful play on the colors by using pink and white poka dotted walls.
As for the lighting the light is focused on the display tables and merchandise from above, in the form of spot lights and recessed lighting. Ambient lighting is used to illuminate the walls behind the perfume bottles, which makes the colors stand out and attract customers.
Nine West:
From the exteriors Nine West keeps the materials and logo simple. A light wooden frame for the exterior, with the store’s name in black invites the customers in. In the display windows the purses and shoes sit on a dark wooden display tables with clean tops. The light shines down above the displays making them the focus. Upon entering the store you are greeted by purses and shoes lined up against a white wall with blue eco-resin like shelves. The display tables used are wooden and have white tops to show off the different colored shoes. The back wall seems to be the main focal point. It is all black with crème colored square cut outs and used to display the new items.
In the center of the wall is the blue Nine West sign that matches the color of the shelves. The lights line up against the wall to illuminate the shoes as well as the back wall, black vertical lines on the walls direct the eyes up and down to the next shelf.
Express:
The entrance of Express makes a bold statement. The red framing has that “look at me effect” just as their clothing does. The floor, ceiling and the main walls are white, as are most of the display tables, as you move into the store.
The spaces are separated by wooden trimming that about 4 to 6 feet long and goes up the walls and across the ceiling. Floor to ceiling mirrors cover the trimming on the wall. Splashes of red are found on a few of the manican stands and also around the entrance of the back ground. Upon entering the back room you notice the sudden change in the setting the walls are now a dark gray and wooden shelving displays the clothing. The lighting is dimmed down a bit unlike the rest of the store, that reflects the tract lights and ressed lighting. The change in lighting emphasizes that the clothing is for the night scene.
Charlotte Russe:
The store overall has a clean look to it, starting with its white framing and logo. The floor is a light wooden color and walls on the side are white. The only splash of color would be on the back wall. The center of the back wall incases the collection of shoes and an ambient light from the back puts the focus on the shoes. To the left and right of the shoe collection are the blue walls, which is the only splash of color in the space. Ambient lighting from above illuminates the space. Recessed lights and cam lights keep the space well lit and direct the focus to the clothing on the wall as well as the manicans.
Abercrombie and Fitch:
Unlike the rest of the stores, which were well lit, this store uses direct lighting to focus the customers’ attention to certain clothing. The exterior of the store lacks lighting and keeps it simple with a white exterior and black window framing. The lack of ambient lighting in the space makes the windows appear as though they are tinted. The only thing that is clearing visible from the outside is the cam lights and what is being illuminated. Everything else rests on dark tables and white shelves with gray backdrops. When entering and moving through the space things become clearer and details such as the white borders and light gray walls are visible. As for the lighting the largest amount of light was in the center room where the dressing rooms were located.
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