Express debuted its first new prototype store this past Wednesday at the King of Prussia Mall. Created by the Japanese design firm, Wonderwall, the concept store maintains a space-age-meets-log-cabin aesthetic through glossy white walls, shiny silver lighting fixtures, aged oak floors, and natural wood perimeter shelving systems.
Masamichi Katayama, Wonderwall's founder, says he "envisioned a three-dimensional fashion magazine; a source for the new and for the must-haves." Mannequins grouped within transparent, bubble-like pods reflect this theme, especially the displays backed with editorial photos of fashion models.
While the new prototype occupies Express' same location as before the remodeling --within the lower level of the Plaza -- the concept store is markedly larger, measuring in at almost 13,000 square feet. Merchandise is arranged to maintain the feeling of expanse via the use of minimalistic, unobtrusive racks and tables; similarly, the ceiling's wooden beams and stainless steel troffers are arranged in a linear fashion to draw the eye upward.
The merchandise is the still the same, but the prototype is a definite upgrade from the standard Express store, creating an ambiance that transcends the brand's dated red awnings and run-on-the-mill design.
For more news about stores coming to the King of Prussia Mall and the Philadelphia area, follow this link.
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