JCPenney

Legendary American retailer JCPenney has 1,100 stores in the U.S. but in its 100-year history had never ventured into the country’s fashion capital. Our challenge was to bring JCPenney’s “Everyday matters” brand positioning to life. The aim was to appeal to the New York aesthetic, while addressing the distinct challenges of its Manhattan Mall space and remaining consistent with the broader store base.  

The design accommodates the city’s high intensity, maximizing Penny’s exposure to the 250,000 subway commuters who pass by the store’s lower level daily. The design is all about light, speed and convenience, with more than 100 streamlined checkout stations and an electronic queuing system that directs customers to available registers and estimates wait times.

One of the space’s greatest constraints was its 7-foot ceiling height, which required resourcefulness to reach the necessary capacity. We created an efficient layout that maximized the number of fixtures, while still making the space easy to shop and navigate. Additionally, we added interior walls and created and customized more than 1,000 new merchandise display fixtures to drive capacity.

To attract interest in the subterranean space, the entry includes a bold, statement-making, 36-foot, red wall that acts as a beacon, while a large cube LCD screen broadcasts branded messaging and video. Multiple escalators lead into the store through an interior courtyard surrounded by lifestyle and product vignettes that build excitement.

Many of the same improvements to merchandising and store layout have been executed in JCPenney’s off-mall stores, helping them create news and freshness as well.

Immediately after our ideas were executed, JCPenney saw stronger sales in its more revolutionary areas, like Juniors, Fine Jewelry and Kids.