The emotional content of the product drives the concept of the store
The concept for the Hallmark Showcase store grew out of the process of redefining what Hallmark could stand for in a changing retail environment. While the strength of the brand and the card product had to be acknowledged, a new format was needed to express the company’s diversity and expanding product lines. This led Donovan/Green to design a store where the customer can select from many ways of expressing feelings and emotions – a place that is welcoming and nurturing, engaging and entertaining, and where new products and fresh ideas can be found. The concept of telling stories and sharing ideas became the basis for the plan and the visual identity of the store.
Each element of the store design – from the lighting plan and the sales associates’ training – supports the effort to elevate the retail environment to the level of the brand’s equity.