Express “What You Want” Holiday Pop-Uphttps://www.chutegerdeman.com/wp-content/uploads/2017/12/ExpressPopUp2.jpg1440428Chute GerdemanChute Gerdemanhttps://secure.gravatar.com/avatar/27b8b1d5d4480e694e1d763231b8e868?s=96&d=mm&r=g
Looking for all that glitters? You can find it in downtown Columbus! It’s no secret that we have many great brands in our backyard, but sometimes they’re so focused on bigger cities that they take their home team for granted. However, Express is celebrating their roots with the “What You Want” holiday pop-up, located downtown in the same building that houses their photography studio. This place is decked out and ready to party for the holidays, both in assortment and their event calendar!
Immediately when you walk in, you’re greeted by the perfect photo-op that oozes holiday-party-time spirit. To the left, you walk through a fashion runway of mannequins that draw you to the curated shop. The old building’s worn brick wall, wood floors, and tin tiled ceiling add an authentic urban cool factor that, honestly, is usually missing in their typical retail locations. The Express personality is a fast-paced, fun-loving, hard-working career person who thrives in an urban environment. That cool factor is missing when you visit most of their glossy, white and wood mall stores. But this time? They had a little swag in their step thanks to the 117-year-old building (fun fact: it used to be home to a vacuum cleaner shop!).
The fixture family is very different from their typical store set. Simple black ballet bars lined the walls, making it feel more like a boutique. Floor fixtures were a mix of gray wool felt ottomans nested beneath wooden cross leg tables. The lounge in front positioned next to the large, garage door window felt like a spot where I’d love to chill with a coffee in my hand.
The collection was similar to most locations, but edited—heavy on holiday party-ready pieces but with staples like jeans, cropped sweaters, fabulous fur sweatshirts, and joggers (you know, for the downtown dwellers getting their morning latté in fashionable sweats). They partnered with several local brands to cross merchandise into the mix for easy gifting. The Candle Lab, Igloo Letterpress, Spoonful Records, Under Aurora and Cliff Original were all present and accounted for. Also elevating their usual assortment were trendy coffee table books that clearly every fashionable person with good taste would want in their well-styled living room! It helped add a little subtle lifestyle context to the merch it was sitting with.
Mary Lynn has mad skills developing brands through visual communications. Leading a team of designers with style and enthusiasm that shines through on our most successful projects. Trend spotter and pop-culture enthusiast, she keeps our creative studio alive. You can read more posts from Mary Lynn here >