SCHAFER * BODY ENCOUNTERS * Las Vegas Hilton, Las Vegas In the category of New Specialty Stores (under 2,000 sq. ft.), Schafer, Oakbrook Terrace, Ill., was awarded the 1999 SADI for itsof Body Encounters in Las Vegas.
Schafer's objective was to create a name and identity for a bath and body concept that would relate to the futuristic theme of the Las Vegas Hilton's new Star Quest Casino, which has proved its appeal to female business travelers and vacationers. A proprietary, "new science" brand and concept was developed around the name Body Encounters. This conceptual approach led to a cool, streamlined, laboratory-like setting for the store.
Paying homage to its lab theme, the store is equipped with an Aromatherapy Bar filled with frosted test tubes for mixing custom fragrances and body products. More frosted test tubes, filled with colorful bath beads, line the perimeter walls, making it easy for customers to fabricate do-it-yourself gifts. Fun, planetary names such as Mood Mars, Sensuality Saturn and Vitality Venus tie the beads back to the store's space-age concept.
Back-lit, frosted glass walls display proprietary packing for various sub-brands: Orbits, a kids' line; Axis, a men's line; Eclipse, sun products; Radiant, home fragrance; and Drift, aromatherapy. Meanwhile, custom-designed floor fixtures in the form of stainless-steel towers display promotional items. Additionally, the store has 4' fixtures and highlight fixtures reminiscent of stainless-steel sinks set in glass.
In the floor, a blue oval emulates the shape of the frosted glass wall at the back of the space. The oval is set askew to draw customers into the space. The store's signage, executed with an edge-lit, punched stainless-steel panel, floats in an iridescent, blue-mosaic tile column marking the store's entry.
The store's cool, scientific interior is reinforced with its textured, glitter ceiling and the cream-colored porcelain tile used at its storefront and cashwrap. Music and smells that are soothing yet uplifting consummate the experience for the customer.
AWARD RECIPIENT SCHAFER, Oakbrook Terrace, Ill.
Robert W. Schafer (principal-in-charge); Lisa Sallwasser (creative director); and the Schafer team
CLIENT HILTON RETAIL
Product Manufacturers/Suppliers: ALU Fixtures, New York (fixtures); Woodmaster, Addison, Ill. (custom fixtures); NEO,(wallcovering); Bisazza, Brann Clay Products, Alisp, Ill. (tile); Crossville Ceramics, Crossville, Tenn. (tile); American Olean, Lansdale, Pa. (tile); Benjamin Moore Paints, Melrose Park, Ill. (paint); Sherwin Williams, Schaumburg, Ill. (paint); Marlite, Hoffman Estates, Ill. (metal); Nevamar, Odenton, Md. (laminate)