Street smarts
Manhattan Beach, Calif.'s Skechers USA is the first freestanding prototype for the new Skechers USA stores. The new look represents Skechers' evolution from an industrial street look to a ‘high tech look with street credibility.’ In the category of New or Renovated Specialty Stores (under 2,000 sq. ft.), Marina del Rey, Calif.-based ME Productions was awarded the 2001 SADI for its design work on the project.
The luminous store design is visible from outside especially at night, and along with large curved window graphics, appeals to traffic on this busy intersection. Sign letters “threaded” on a massive curving pole dash around the corner where the entrance features a stainless steel floor logo inset into the custom “Skechers Blue” terrazzo and custom logo door pulls.
For added attraction, a tall, freestanding game station aims to capture, entertain and involve young customers. The game station is centrally located in the store and is visible from the outside. It has a swivel range of 360 degrees and is operable by two players while standing.
In the kid's section, a gumball machine is integrated into a seating element exposing only the globe and the controls of the machine. By inserting a Skechers token, the machine dispenses logo-imprinted candy. Concealed hinges on the bench seats allow for quick shoebox disposal inside the fixture.
Category
New or Renovated Specialty Stores
(under 2,000 sq. ft.)
Award Recipient
ME Productions
Marina del Rey, Calif.
Michael Eschger (president)
Client
Skechers USA
Manhattan Beach, Calif.
Product Manufacturers/Suppliers: Lighting Design Alliance, Long Beach, Calif. (lighting design); SCM Store Contract Management, Richmond Hill, Ontario, Canada (fixtures); Provincial Store Fixtures, Mississauga, Ontario, Canada (fixtures); Innerspace, Culver City, Calif. (construction); IMPART, Seattle (video); DMX Music, Lake Forest, Calif. (Audio); Floor Covering Consultants Group, Culver City, Calif. (flooring); Pratt, Indianapolis (graphics); U S G Interiors Inc., Chicago (Ceiling); Premium Quality Lighting, Simi Valley, Calif. (lighting); Promotional Signs, Lake Forest, Calif. (signage)