TM
Store Planners, Designers, and Manufacturers of Custom Millwork & Store Fixtures.
CASE STUDY
Moonrise Jewelry
In a quaint coastal town of Cape Charles, VA, Moonrise Jewelry, under the visionary leadership of Owner Meredith Lusk, embarked on a transformative journey to elevate its retail experience. With a decade of retail success, Moonrise Jewelry aimed to refresh and revitalize its brand in a new location, introducing fine jewelry alongside its locally handcrafted fish leather and bridge price point jewelry.
Background
Having operated a retail store for a decade, Moonrise Jewelry decided to move to a new location, seizing the opportunity to expand its offerings and explore the world of fine jewelry. The new building, still in the midst of construction, promised a canvas for a refreshed store look that would uphold Moonrise Jewelry's creative, welcoming, and unpretentious coastal vibe.
Our custom display cases crafted by artco group are highlighted for the elegant and casual coastal feel they lend to our store’s interior. thanks artco group for designing such gorgeous showcases for our store!”
Meredith Lusk - Moonrise Jewelry Owner
Objectives:
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Introduce Fine Jewelry: The primary objective was to seamlessly integrate fine jewelry into Moonrise Jewelry's existing product line.
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Refresh and Elevate: Maintain the coastal charm while refreshing and elevating the overall store aesthetic.
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Timely Relocation: With a planned move-in early May, aligning with the upcoming tourist season (Memorial Day), timing was crucial for a seamless transition.
Challenges:
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Construction Zone: Working within the constraints of a construction zone posed challenges in visualizing and planning the layout.
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Maintaining Identity: Balancing the introduction of fine jewelry with the existing handcrafted products while preserving Moonrise Jewelry's unique identity.
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Quick Turnaround: The need to complete the project swiftly to meet the early May timeline added an element of urgency.
WELCOME
Client's Vision:
Meredith envisioned a space that not only showcased the exquisite fine jewelry but also retained the warmth and authenticity that Moonrise Jewelry had become synonymous with. "We want our customers to feel
the same sense of welcome and creativity in our new space, whether
they are exploring our unique fish leather creations or choosing an elegant piece of fine jewelry”
Design Process
Plug and Play Concept:
Meredith Lusk expressed the need for a "plug and play" concept, emphasizing a seamless transition for customers. This involved creating a design that considered the type of clients, hours of operation, and the overall environment, whether it was a mall or a street store
Oceanic Inspiration:
Guiding the vision for Moonrise Jewelry's transformative design was Karen Estrada, Artco Group Store Planner and lead on this project. Karen's innovative approach sought to encapsulate the essence of the ocean in every detail of the store design. Drawing inspiration from the vast oceanic landscapes, she introduced a palette of colors reminiscent of coral reefs and textures that echoed the natural beauty found beneath the waves. Going beyond the visual, Karen orchestrated an immersive experience by infusing the scent of the ocean into the store, creating a multisensory ambiance that transported visitors to the coastal realms.
The kick plate was raised higher to evoke the sensation of stepping off the beach into the store. This incorporation of environmental elements extended beyond aesthetics, engaging customers through sensory experiences.
Incorporating Environmental Elements:
Protective Design for Beach Clients:
Recognizing that beach clients could potentially bring salt, sand, and other materials that could damage the products, the showcases were strategically raised. This not only protected the products but also created
a visual distinction in the store.
Solutions Implemented:
Showcase Support Corners
To address the unique climate challenges, support corners were incorporated into the showcases. This not only provided stability to the fixtures but also protected the materials from potential environmental impacts.
Strategic Use of White
The strategic use of white in the store design served a dual purpose. it made the space appear larger, creating an open and inviting atmosphere. Simultaneously, it directed the focus onto the products, aligning with the philosophy that "product is king and showcases are queen."
BEFORE
AFTER
Blank Brick Wall Utilization:
A strategic decision unfolded when Meredith expressed an initial inclination to leave the brick wall blank. However, Karen, offered a contrasting perspective. Advising Meredith to maximize the potential of the brick wall, Karen envisioned it as an opportunity to showcase products directly within the customer's line of sight. This innovative approach, contrary to the initial inclination, has proven to be a highly successful strategy. Meredith's feedback affirms that the utilization of this space has not only enhanced visibility but has also significantly contributed to increased sales, making it a brilliant and fruitful idea.
