-Interiors 2000 Transforms Itself to Become INTER!ORS: Bigger, Bolder, Better

Furniture World Magazine

Interiors 2000, the Central PA-based furniture mecca has dropped the 2000 to become INTER!ORS and has premiered a bigger, bolder and better store on Columbia Avenue, Lancaster. An entirely new image and renovated building aim to speak about the innovative spirit that originated the brand decades ago which after Y2K, the old 2000-identity ceased to represent. GRID2 International, a New York-based, consumer-oriented retail-design firm, was commissioned by INTER!ORS to transform its store into one that would celebrate the brand and develop ways of communicating the retail concept in the environment through color, materials and design fixtures – as well as create a shopping experience that would revolve around its customers’ needs, focusing on ease and convenience. Not only has INTER!ORS lured new customers with its new store, it has also become a much more visible player in the Pennsylvania-Maryland furniture markets and a very attractive venue to feature leading furniture brands. As Todd Lehman, Partner, explained at INTER!ORS’ ribbon cutting ceremony, “my mother was a furniture industry visionary, who dreamed about providing her customers with products that were ahead of their time, innovative; that is why she named the store Interiors 2000. Since the year 2000, the store itself no longer conveys that initial concept, and I had to do something about it”. According to Martin Roberts, President of GRID2 International, “the challenge was to develop a storefront design, which would signal that real changes had also taken place inside the store; for example, this could take the form of new merchandise or new service systems. Otherwise, you turn off more customers than you impress. Customers become disappointed, they are promised one thing, but delivered another. What better case to illustrate this than INTER!ORS”. To develop a from-the-ground-up integrated marketing communications campaign focused on creating a new brand identity, positioning the new store in a competitive marketplace, increasing store traffic and ultimately building long-term equity in its brand, INTER!ORS turned to Macy Advertising, a full-service agency located in Lancaster. Bob Macy, President of Macy Advertising, explains, “creating and maintaining a consistent brand identity for the new INTER!ORS has been at the forefront of our thinking from the beginning. The goal was to develop marketing materials that reflect the pure excitement of shopping there, and prove that there is something for everyone. This is captured with INTER!ORS’ new tagline, “furniture that fits your point of view”, while the logo’s exclamation point is a subtle reminder of the store’s sense of excitement. Looking at the long-term brand building and short-term sales gains, every piece of the puzzle, from logo design to TV creative should fit together to complete the image INTER!ORS has put into place. Exactly what we were looking to accomplish”. The new identity, developed by Macy Advertising, and the improved street presence of the store, help to celebrate the store’s importance and invite customers to enjoy its new offerings. “When customers enter INTER!ORS, they realize that the changes made were intended to better address their needs; and that is what successful retail is all about”, says Roberts. That is why GRID2 developed an architectural vocabulary that immediately communicated leadership and the quality of INTER!ORS’ offerings. Such architectural vocabulary was translated into a new storefront design that seamlessly integrated three buildings into one, and maximized the space throughout the store by implementing pathways, department adjacencies, allocating merchandise categories, destinational areas, fixture and signage locations, customer amenities, service equipment locations and promotional areas. Thanks to this new architectural approach the store is considerably more visible, powerful and inviting. Customers visiting the new store have said that they thought the store had doubled in size when in fact; the new building represents only about 22% of the approximate 70,000 square feet of high quality shopping experience. At the center of the new curved-façade, customers find INTER!ORS’ entrance: a sophisticated two-story-high, bright, classically ornamented atrium that works as a reception area and as a hub. The hub directs customers to a series of shops within the store, each shop telling a unique story featuring a wide array of merchandise, such as traditional furniture or transitional furniture. This distribution process enhances the shopping experience for customers and encourages browsing and impulse buys. To further simplify the shopping experience, GRID2 designed pathways and floating ceilings that mark the way for customers to follow inside every part of the store. The store’s clean sightlines also allow customers to appreciate what remains to be discovered from a particular section, always knowing where they are going. If there is ever a dull moment while shopping (and there never is), INTER!ORS customers are welcome to take a break at the store’s café. INTER!ORS’ new architectural vocabulary is complimented by display, features and ambient lighting designed to enhance the store’s interior and exterior - along with a sophisticated design that allows the display of even more merchandise on the selling floor, offering customers Central PA’s newest, most exciting furniture shopping experience. Incorporated in 1967 and family-owned ever since, INTER!ORS (then Interiors 2000) opened its doors to Central PA offering contemporary home furnishings with a purely modern twist. Over the past three decades, INTER!ORS has expanded its showroom and warehouse numerous times in order to expand its style and product lines to fulfill the varied desires of customers At the new INTER!ORS customers will find the same great quality and style, and now with lower prices and even better values than before. As part of Central PA's most exciting furniture shopping experience, INTER!ORS provides a Design Center, Café, Red Carpet Delivery Service, kid's room and talented design staff. With hundreds of rooms to explore, customers will enjoy miles of style, selection and value. From elegant, classic designs to simple, transitional furnishings, INTER!ORS has something for everyone. A trip to INTER!ORS is a trip worth taking. For more information about INTER!ORS, contact Jody Oettel at 717.390.2000 or joettel@interiors.bz About GRID2 International: GRID2 International has long been a leader in the design retail stores and showrooms for the home furnishings industry. Using consumer focus groups and video research along with innovative store designs, GRID2 has provided some of the most customer friendly retail environments. They pioneered this design concept for the Barnes and Noble Superstores, which has since been implemented in over 500 locations. GRID2’s retail programs have been implemented successfully both by established global firms repositioning themselves in a modern environment and by entrepreneurial companies claiming a unique identity in competitive markets. Some of GRID2’s clients include American Leather, Badcock, Farmers Furniture, Flexsteel, Gladhill Furniture, Havertys, King Koil, Sherryl Furniture, Spring Air, Thomasville and Weekends Only. GRID2 International has been the recipient of numerous awards from organizations such as the Institute of Store Planners, Identity Magazine, Visual Merchandising and Store Design Magazine and many other professional organizations in recognition of its retail design services and is ranked as one of the top retail design firms in the United States. For more information on GRID2 International, contact Dimitri Vermès at 212.557.4743 or dvermes@grid2.com . About Macy Advertising: Macy Advertising has been a brand-building tool for a wide range of clients, from furniture and automotive retailers to law firms and financial institutions, since 1995. Ranked the # 11 agency in Central PA by the Central Penn Business Journal, Macy Advertising is a creative-driven shop focused on big ideas regardless of company size or budget. From creative to planning, Macy Advertising works to create smart, memorable messages that people notice and respond to. Clients of all sizes throughout Central PA receive marketing materials that are strategically targeted to impact their customers as much as possible, building long-term brand equity and increasing short-term sales gains. Macy Advertising is a full-service agency with services including complete in-house television editing and radio production capabilities, graphic design, media buying and print production. Visit www.macyadvertising.com for more information or contact Terri Stokes at 717.397.0097 or terri@macyadvertising.com.