Carry On by Brookstone

An on-going client, Brookstone was looking for a new way to evolve the brand from the typical mall concept by introducing themselves into airport retail. Focusing more on catering to the high-end traveler and adding apparel into the line-up of quality luggage offerings, we worked with Brookstone to create a new look for the first Carry On in Salt Lake City’s International Airport.

Bergmeyer studied images and successful components of current airport retailers, and used Brookstone’s in-depth customer data, to get a better understanding of how to develop Carry On’s prototype. As a contrast to the traditional white open Brookstone in malls, Carry On’s color palette darkened to involve warmer wood tones with bronzed metal accents, as well as more compartmentalized display elements.

A variety of display configurations are grouped throughout the store draw interest at each turn. To be approached from all sides, a center “newsstand” cash wrap pulls inspiration from the traditional marketplace, with varying heights and types of merchandising. Most of the merchandise is typical Brookstone products that you can “try before you buy”, incorporating local apparel brands based on the location of the store.

Bergmeyer found some challenging moments throughout the process, including the difficulty of airport approvals, but Brookstone worked well to illustrate a range of product in order to appeal to the retail criteria. Given a triangle space, rather than the developed square, it was important to reconfigure the standard components in order to keep the design consistent. Finally, helping the visual and product teams to understand and treat the new concept differently from Brookstone, as the Carry On brand was created from our design.