retail desigN by taoyni


									 *            retail desigN

     issue 670 NZretail
                                A fun-filled fit-out of Dylan’s Candy
                                Bar in New York adds space for
                                merchandising and services to the
                                world’s largest candy store.

                                above New York’s candy beacon; Dylan’s Candy Bar.
                                left The eye-candy decor concept is brought to life in Dylan’s Candy Bar.

                                            s the world’s largest candy              The ‘Dylan’ of the store’s name is Dylan
                                             store, Dylan’s Candy Bar                Lauren, daughter of Ralph Lauren –
                                              has grown to become                    founder of the multi-product,
                                              one of New York City’s                 multinational fashion and home
                                               destinations for                      furnishings conglomerate. Svelte Dylan
                                residents and tourists alike.                        turned her fondness for candy and
                                                                                     related sweets into a flourishing
                                Originally opened in October 2001, the
                                                                                     business. Her retail candy kaleidoscope
                                former two-level store has been
                                                                                     occupies a corner location at Third
                                expanded to 1380m² by taking over
                                                                                     Avenue and 60th Street, across from
                                the top floor of the three-storey
                                                                                     Bloomingdale’s on the city’s Upper East
                                building – a level previously occupied
                                                                                     Side. Her vision to merge pop culture,
                                by a bank. New features include a
                                                                                     art and fashion with candy was quickly
                                ‘Celebrations Room’ for baby showers
                                                                                     recognised and the store is crowded
                                and bachelorette events, a flexible
                                                                                     by customers of all ages from morning
                                party room for stylish, sophisticated
                                                                                     opening to closing in the evening.
                                parties for adults and festive children’s
                                parties, an ice cream bar and café and               To expand and update her flagship
All photography by Brian Rose   a new cocktail bar.                                  store, Dylan tapped the New York-

                                                                                                            issue 670 NZretail
*             retail desigN

above Lollipop candy-liers –illuminated,                                                              above right Candy-patterened apparel and accessories can be found in New York’s Dylan’s
circular candy balls radiate from a central base.                                                     Candy Store. inset The stairs linking the floors feature coloured candies embedded in the
                                                                                                      staircase treads.

based design firm TSC Design                            Construction Co. Building systems          Candy-liers have illuminated circular             Reproductions of vintage, ceiling-hung
Associates Inc. – an architectural and                  were upgraded. The stairway leading        fixtures that extend outward from a               light fixtures help to recreate the
interior design firm with a speciality in               from the ground floor to the lower         central base. Individual pendant-hung             atmosphere of a penny-candy store.
retail store planning and design. The                   level was relocated to allow for more      lollipop fixtures are both decorative             Clothing and accessories have patterns
fast-track design project was initiated                 selling space on both floors and an        and functional on the lower level.                or imprints in candy-inspired designs.
in November of 2007 and completed                       improved traffic pattern.
                                                                                                                                                     Mannequins displaying representative
in June 2008.                                           “I enjoyed working with Dylan and her         Dylan turned her fondness                      apparel styles are positioned along one
“Dylan’s selling environment was in                     team,” says Simon. “She’s very creative    for candy and related sweets                      side of the stairway to the lower level.
need of refreshing and she required                     and clearly communicated her               into a flourishing business.                      Dylan’s event planning takes place in
more room to expand her assortment,”                    response to our renderings of the
                                                                                                                                                     an upper level space accessorised by a
says Anthony Simon, associate and                       various areas of the store undergoing
                                                                                                   Three new in-store environments                   pink chandelier and pink-painted,
design director of TSC’s Retail Studio.                 redesign and to material samples,” said
                                                                                                   showcase Dylan’s evolving brand. Re-              classic-style chairs.
                                                        architect Simon.
“To convince Dylan and her staff that                                                              Treat is Dylan’s new line of candy-
                                                                                                                                                     The seating in the new cocktail bar
TSC was the appropriate firm to be                                                                 inspired bath and body products,
awarded the design commission, TSC                      CANDY ICONS                                                                                  area is identified by vibrant red
                                                                                                   displayed in a supermarket-type                   banquettes. Bar tables have candy
                                                        TSC developed its programme utilising
presented a ‘wow’ package – literally an                                                           setting where products are
                                                        several of the store’s existing icons,                                                       embedded in the clear plastic tops – a
eye-candy concept,” he adds.                                                                       merchandised in refrigerators, ice
                                                        including the main floor’s signature                                                         technique also used for the staircase
Items such as flooring, wall coverings,                 glass lollipop tree and oversized, faux-   cream carts and candy jars. The                   treads. A speciality of the house is the
lighting, and display fixtures needed                   chocolate bunny. The relocated             Chocolate World section is framed                 Rock Candy Cosmo cocktail, typically a
replacing with contemporary, durable                    dramatic staircase with its treads of      across the top by a valance that                  mixture of vodka and Triple Sec with
products, says Simon. Dylan’s remained                  implanted candy was coordinated with       resembles dripping chocolate. The                 lime and cranberry juices, now being
open as it was being rebuilt over the                   a customised ‘falling candy’ pattern       Nostalgia section features a replica of a         offered at Dylan’s with the addition of a
two phases required by JRM                              wall covering. Colourful Lollipop          1950s-style television set.                       rock candy garnish. A broad selection

     issue 670 NZretail
above The Party-Planning room at the top of the stairs has a pink chandelier and seating surrounded by a huge range of party favours and ‘candy’ gifts.
right Pay homage at the home of the sweet tooth, Dylan’s Candy Bar in New York..

of beer and wine is stocked.                         A selected group of Dylan’s products
                                                     are being sold in stores operated by
TSC gave the backs of the café’s red
                                                     Kira Plastinina and Juicy Couture.
leather booths additional visual
branding. The store’s distinctive
                                                        Bar tables have candy
colourful stripes – used throughout
                                                     embedded in the clear plastic
the store on floors, perimeter cornices
and on display fixtures – can clearly be
                                                     tops – a technique also used
seen through full-height ceiling                     for the staircase treads.
windows overlooking the bustling
                                                     TSC staff members participating in the
Manhattan streets below.
                                                     design of the Dylan’s renovation
Dylan’s New York City store is opened                included Matthew Howley, associate
from 10 am–10 pm Monday-Thursday,                    and technical director of the Retail
Friday and Saturday from 10 am–11                    Studio, and Michael Rapp, associate
pm, and from 10 am–9 pm on Sunday.                   director of architectural services.
                                                     In Site Development served as
With the success of her flagship store’s
                                                     project managers.
renovation and expansion, Dylan’s
managers are evaluating two other                    By Vilma barr, a freelance writer based in
sites of approximately the same size for             Philadelphia and a regular contributor to
future growth. Other locations of
Dylan’s Candy Bar are East Hampton,
N.Y., Roosevelt Field Mall, Garden City,
N.Y., Houston (Tex.) Galleria Mall; Florida          right Another ‘Candy’ icon – a giant faux-
Mall and Millenia Mall, both in Orlando.             chocolate bunny.

                                                                                                                                                          issue 670 NZretail

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