Reimagining a Beloved Brand for a Brightly Lit Future
For more than 50 years, Yankee Candle has built an enduring brand rooted in fragrance expertise, emotional connection, and the rituals of home. As customer expectations continued to evolve, the brand saw an opportunity to reimagine how these qualities could come to life for loyal customers and a new generation of shoppers.
Chute Gerdeman created a more modern and immersive environment that better showcases the breadth of the assortment, elevates the perception of the brand, and strengthens emotional engagement through fragrance and storytelling. We reimagined the experience in a way that feels fresh and relevant while remaining true to the warmth, familiarity, and heritage customers have always loved about Yankee Candle.
Fragrance-First Philosophy
We developed a new store prototype grounded in a fragrance first philosophy, designed to celebrate Yankee Candle’s authority in scent while delivering a more intuitive and immersive customer journey. Defined merchandising zones guide exploration and simplify navigation, balancing seasonal newness with the comfort and familiarity of core fragrances. Inspired by the warmth of the iconic Yankee Candle Village store and the craftsmanship of the brand’s fragrance labs, the environment blends contemporary design with timeless New England character.
Flexible by Design, Memorable by Experience
A flexible fixture system creates consistency across store formats while improving sightlines, storytelling, and overall shopability. An open, welcoming storefront anchored by a distinctive signature green and elevated focal displays draws customers into the experience from the moment they approach. Inside, layered storytelling, thoughtful product presentation, and moments of sensory discovery transform the store into a warm and inviting destination centered on memory, emotion, and everyday rituals.
Let’s Create Something Incredible Together
If you have a project on the horizon and could use a partner for experience design and store planning and construction, we would love the opportunity to talk with you.