When Bergmeyer’s longtime client Brookstone won a highly desirable contract to open a new store in a major American airport, the opportunity came with a challenge. The airport wanted to work with the Brookstone organization, but already had multiple Brookstone locations within its terminals — they wanted a new, fresh direction. Airport retail environments are ever-changing and landlords want tenants to bring their latest and most innovative design solutions to keep the “stage” feeling fresh.
We strategized with the Brookstone team and began to develop a new brand concept that would cater to travelers wanting to make their often taxing journeys easier. The design team incorporated enough of the retailer’s trade dress and visual cues to reflect the Brookstone brand, while utilizing in a contrary color and finish palate to connote a new experience. The highly accessible “try before you buy” merchandising concept that invites customers to inspect and test the products, and the well-curated displays, tell an unmistakably Brookstone story.
Targeting the frequent flier, and focused on the business traveler, the new Brookstone sub-brand “Carry On” focused on packable travel-wear and high-end luggage embracing the tagline: “best brands in travel gear.” The merchandise mix includes luggage, packs, and wallets that aren’t readily available in most airport retailers. The clothing lines are meant to be packed and emerge from a trip wrinkle free. This mix ensures the merchandise will be fresh and ultimately sought after by travelers. Display fixtures, inspired by tables and stalls from old world European markets, were designed for the new product line, and in contrast with the traditional white open Brookstone concept, Carry On’s concept palette features warmer wood tones with bronzed metal accents, as well as more compartmentalized display elements and varying heights and types of display fixtures.
Bergmeyer’s new approach for the first Carry On in Salt Lake City’s International Airport was a perfect solution for the client, the airport embraced the new brand; and a new Brookstone concept was born.