West Hollywood, CA—Aaron Brothers has launched their new prototype in two locations in Southern California, where the company began more than six decades ago. The West Hollywood and Woodland Hills stores were designed by award-winning strategic brand and design firm Chute Gerdeman, long respected for creating unforgettable retail environments.
The prototype stores are hip, urban and creative – providing an experience that inspires artistic expression. Throughout the store, the ambiance is one of an urban artist’s loft, with polished concrete floors, fixtures on industrial-style wheels and hand-hewn qualities.
Aaron Brothers’ new prototype builds on its 60-year heritage of nurturing creativity, acting as a creative hotspot for artisans of all kinds.
Chute Gerdeman, the Columbus, OH-based brand experience company, designed the prototype in three distinct zones, amplifying the brand’s core categories of art supplies, custom framing and do-it-yourself framing with a spirited and inspiring aesthetic. Imbued with an “Artist’s Spirit,” and offering up an exciting mix of merchandise, inspiration, tips and techniques, Aaron Brothers serves up a palette of inspiration to customers looking to create, display and capture memories with framing.
“The new stores have far exceeded our expectations,” said Aaron Brothers’ CEO Jim King. “Our prototype is a one-of-a-kind original store concept that is unique to our customers and our brand.”
Visitors will find every possible solution to their framing needs here, with the largest selection of frames in the country. The store includes a do-it-yourself Framing Workshop, a space where customers can bring in their artwork and then choose a frame, a mat and assemble everything on-site. Clever communications guide customers step-by-step through the process, even offering a “Use Our Wall” area to imagine and compose frame groupings that can be recreated at home. A Custom Framing Studio offers private consultation areas and a window into the professional frame shop, where customers can watch their art being framed by Aaron Brothers’ experts. An artfully designed lounge offers a comfortable spot to wait or digitally browse the entire selection of frames.
Chute Gerdeman created an innovative selling system for ready-made frames, organizing frames by finish and size on sliding display panels so customers can first determine the style, then the size, they need. The sliding panels artfully conceal inventory, vertically stacked “shoulder-out,” making restocking an effortless task for associates.
A new Art District offers everything artists might need for their studios, and features a Brush Bar, where brushes are organized according to paint type (watercolor, oil and acrylic) so each artist can easily find what suits her best. A southern California-inspired wall mural is a colorful backdrop to the Brush Bar. A series of murals were created that depict famous landmarks of different California regions to give stores a local flavor.
To encourage interaction and experimentation in the space, an Art Bar provides the perfect stage for local artists to share techniques with customers.
Throughout the store, innovative and flexible fixtures allow Aaron Brothers to communicate and inspire customers with project ideas. A gallery displays ready-to-hang wall art on an accessible ledge with stock organized below. An Inspiration Alley includes pivoting wall panels that are used to show customers the variety of display and framing options available.
“Aaron Brothers prides itself on inspiring artistic expression,” said Chute Gerdeman President Brian Shafley, “and this new prototype builds on that, encouraging artists of all styles, ages and persuasions to pursue their passion.”
Chute Gerdeman (CG) is an award-winning strategic brand and design firm. Founded in 1989 by visionary leaders Elle Chute and Denny Gerdeman, CG has grown into a multi-disciplinary brand experience company with a global presence. Known for creating unforgettable environments, compelling communications and innovative business strategies, CG connects client, customer and brand. Guided by consumer insights, creative innovation and proven results, CG delivers unique solutions that best communicate clients’ brand and spirit. The firm’s core capabilities include intelligence, brand, design and implementation with expertise across a wide range of retail, restaurant, service provider and CPG brands. The firm’s client list includes: Bob Evans, C&A Brazil, Champs Sports, Checkers, Domino’s, Dunkin’ Donuts, Delaware North, Jimmy John’s, Kohl’s, M&M’S/Mars, T.J. Maxx and Target. With more than 175 awards, including four “Store of the Year” awards, the firm has become one of the most respected design firms in the industry.