One Design Does Not Fit All

One Design Does Not Fit All

One Design Does Not Fit All 1440 428 Chute Gerdeman

In the 80’s Tony Margolis and Bob Emfield along with their wives dreamed up a life that meant never leaving the beach behind. It manifested into the exploration of a lifestyle through a character, dubbed Tommy, and asking the question, “What would Tommy wear?” In 1991, the duo discussed the concept with Lucio Dalla Gasperina and from there a lifestyle brand was born to carry this island mentality into the everyday world where the best part of the week (the weekend) was celebrated.

A key aspect of the brand, being focused on lifestyle, was incorporating food and beverage into the hybrid retail and restaurant design concept. Over time the designs of their stores evolved into clean, modernized designs. Taking a step back they looked at the lifestyle aesthetic and asked, “Is this us?” We’re doing this because it’s trending and its what’s cool right now, but is it really us. If you took the product out of the store, you might not recognize the brand. So, they set out to get back to the heart of the brand. Get back to making life one long weekend, and bringing back the sand.

What resulted was a design of three different formats. A system of flexible concepts that can adapt to various sizes and markets more effectively than the previous store design. Yes, you heard it, three different formats: small, medium, and large. Three designs that have a distinct look and feel but are all equally relevant to the brand as they focus on different customer segments and location type.

Iconic Resort

The flagship store located in Disney Springs was designed to present an exclusive, iconic resort aesthetic with a grand entrance that creates a luxurious welcome when you enter. Natural lighting and skylights bring the outside and shine light on the concept’s Floridian feel. Details like a teak trellis and weather woods showcase natural beauty while the colorful merchandise presents a pop of color.

Family Retreat

While the Iconic Restort design, was meant to feel grandiose, the family retreat design concept is meant to feel more intimate, like your family’s vacation home that you go to year after year. Instead of a cashwrap that was a central hub, they designed a cashwrap to feel like the kitchen table because that’s the center of your home. Keeping some of those similar cues but also taking into account this customer thinks a little differently, swimwear was moved up to the front instead of pushed to the back.

Island Bohemian

Giving customers just a touch of that island lifestyle throughout their everyday life, the Island Bohemian concept presents unconventional textures and abstract prints. It’s unpredictable but approachable still matching the brands laid back vibe and cool island aesthetic.

This type of design segmentation allows the brand to thoughtfully place flagships in strategic locations without diluting them to smaller design adaptations. We all know one size design does not fit all, so it’s refreshing to see a brand addressing this issue—and investing in it heavily—from the outset as part of their initial brand strategy that drives new design.

Photo Credit: Hotel Management

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