Originally published in Interiors & Sources

11/01/2013

JCPenney's Home Renovation

By Adam Moore
Photography by Chris Rupert

 
  • /Portals/3/images/magazine/2013/1113/I_1113_Web_AS_JCP_1.jpg

    New boutiques from Sir Terence Conran, Michael Graves and Jonathan Adler are just three of the new attractions featured in JCPenney’s re-designed home concept. Departments have also been outfitted with a widened pathway, updated flooring, accent lighting and custom display fixtures to draw shoppers into stores. View larger

  • /Portals/3/images/magazine/2013/1113/I_1113_Web_AS_JCP_2.jpg

    New boutiques from Sir Terence Conran, Michael Graves and Jonathan Adler are just three of the new attractions featured in JCPenney’s re-designed home concept. Departments have also been outfitted with a widened pathway, updated flooring, accent lighting and custom display fixtures to draw shoppers into stores. View larger

  • /Portals/3/images/magazine/2013/1113/I_1113_Web_AS_JCP_3.jpg

    New boutiques from Sir Terence Conran, Michael Graves and Jonathan Adler are just three of the new attractions featured in JCPenney’s re-designed home concept. Departments have also been outfitted with a widened pathway, updated flooring, accent lighting and custom display fixtures to draw shoppers into stores. View larger

  • /Portals/3/images/magazine/2013/1113/I_1113_Web_AS_JCP_4.jpg

    New boutiques from Sir Terence Conran, Michael Graves and Jonathan Adler are just three of the new attractions featured in JCPenney’s re-designed home concept. Departments have also been outfitted with a widened pathway, updated flooring, accent lighting and custom display fixtures to draw shoppers into stores. View larger

JCPenney is betting the store on design in an effort to reverse the fortunes of its home department, which has struggled in recent years.

Its strategy lies in a series of new store-within-a-store concepts, designed in partnership with well-known names like Michael Graves, Jonathan Adler and Martha Stewart, and rolled out to 500 locations earlier this year.

Each 300-800 square foot “attraction” is dedicated to a specific home brand and reflects the style and personality of the brands’ founders, from the pragmatic minimalism of Design by Conran (created by legendary British designer Sir Terence Conran) to the friendly and organic aesthetic of Michael Graves Design.

“I think shoppers can have a lot of fun going from our shop to Jonathan Adler’s to Terence Conran’s to the kitchen gadgets area,” says Graves. “We want to convey to JCPenney customers a shopping experience that is aspirational but attainable.”

Each of the attractions reside on a widened and polished concrete aisle, making it easy to navigate the department, which may feature up to 20 separate shops. “We’ve never had this many attractions or had this space commitment [to the home department],” CEO Mike Ullman said earlier this year. “So we’re optimistic.”

 


Visit our website today to learn about the design flexibility of a Morton building and the endless possibilities of partnering with our designBUILD team.


Wood construction is both cost and energy efficient. Check out Morton Buildings and our designBUILD team online today to discover all the benefits of post-frame construction.


When choosing a metal-clad building for your next construction project, consider Morton Buildings, Inc., and their designBUILD team, we’ll make your dream a reality.

Yaskawa drives offer quality performance for air handlers and cooling towers on the roof to secondary chilled water pumps in the basement

Bluebeam® Revu® simplifies digital facilities document management from design review to leveraging as-builts, maintenance manuals and O&Ms submittals.

We Can Help You Reduce Energy by 30%

Our mission is to help our customers manage their buildings' energy costs, improve reliability, and enhance performance while having a positive impact on the environment.
CLICK HERE to find out how.


Visit our website today to learn about the design flexibility of a Morton building and the endless possibilities of partnering with our designBUILD team.


Wood construction is both cost and energy efficient. Check out Morton Buildings and our designBUILD team online today to discover all the benefits of post-frame construction.


When choosing a metal-clad building for your next construction project, consider Morton Buildings, Inc., and their designBUILD team, we’ll make your dream a reality.

Yaskawa drives offer quality performance for air handlers and cooling towers on the roof to secondary chilled water pumps in the basement

Bluebeam® Revu® simplifies digital facilities document management from design review to leveraging as-builts, maintenance manuals and O&Ms submittals.

We Can Help You Reduce Energy by 30%

Our mission is to help our customers manage their buildings' energy costs, improve reliability, and enhance performance while having a positive impact on the environment.
CLICK HERE to find out how.


 
comments powered by Disqus

Related Products

Sponsored Links