JCPenney Store-in-a-Store Concept

At the time of this project, JCPenney was working to renew its place in the market and rollout the JCP identity.

As part of this effort, their leadership began developing “store in a store” retail concepts in partnerships with emerging or premium brands. The goal being to bring a new audience to the retailer, and to offer a new perspective on the store experience.

We worked with an amazing design duo – Brochu Walker – from Los Angeles to create a store image that reflected their luxury line of women’s clothing. Translating a boutique feel into the extremely density footprint for the mass retailer was a challenge. Our answer was to identify and focus on key prompts – including a deep entry threshold, layers of rich neutral colors and the selection of featured vintage lighting fixtures for texture.