The classic catalog brand, known for timeless European-inspired design, was looking to redefine their in-store experience with their first, true retail prototype in over 15 years. Ballard Designs, a subsidiary of HSN, wanted to take a fresh look at how to engage their customers with an environment that allowed them the freedom to explore, create and inspire.
The brand teamed up with FRCH to conceive the new retail experience with the goal to create an approachable journey for the woman that wants to feel empowered and inspired to decorate her own home. The environment invokes the feel of a timeless home interior, where women feel comfortable to explore, engage and play. The space celebrates the endless customization opportunities the brand offers and allows a unique hands-on interaction where the customer truly becomes the designer, celebrating their personal style. Lifestyle vignettes radiate from the brand's centrally-located Design Studio, to provide a clear point of view on a variety of home furnishing options.