September 2000 Issue
Reprinted with permission by Display & Design Ideas Magazine. Copyright 2000
Retail Focus: Specialty Apparel (page 30)

"We have a catch phrase in our catalog, 'comfortably modern,' and that's exactly what the store looks like." -Steve Baskin, Mark Shale

A simple jaunt across the street has made all the difference for Mark Shale at 900 North Michigan Ave in Chicago. The upscale men's and women's apparel store left behind its previous location, with direct access to the Illustrious retail avenue, for an indoor shopping center across the street. The risk paid off. The move and the new simplified look were not only a success but an evolution in store design.
For the ambitious project, Mark Shale turned to its long-time designers Charles Sparks and Company of Westchester, IL., who created its award-winning store in Kansas City, MO. Steve Baskin, co-president of Chicago-based Mark Shale, says the retailer was looking for a modern design that would emulate the changes in the clothing industry. "Clothes have changed and have become more casual and less formal. We felt the store should reflect that," says Baskin.

With that in mind, Charles Sparks set out to create a contemporary design for the 20.000-sq.-ft. store. The largest challenge was taking the design from the four floors found in the original store and converting if down to two floors for the mall version. Even with the change, Sparks made sure that the store had a roomy atmosphere.

For pedestrians, walking into the shopping center, Mark Shale is prominently placed on the third and fourth floors. It has an eye-catching presence with an open glass storefront on both levels that showcases the store's, vibrantly colored merchandise. The storefront, according to Sparks, helps resurrect the street-view exposure that was lost in the move.

Once inside, the three words that symbolize Mark Shale are space, simplicity and modernism. "It has a series of spaces that act like rooms, without the four walls," says Sparks. Working with the linear floor plan, Sparks used open fixture dividers and rugs to define separate collections instead of walls. The result is an airy, comfortable setting. The women's section is defined by curvilinear fixtures that allow a natural traffic flow through the sections. In contrast, the men's department reflects an understatement of design with a direct and linear style, reminiscent of the modernist style of the '40s and '50s.

"This is a new look for Mark Shale. It has evolved from the Kansas City store," says Sparks, comparing the new location to the chain's other seven retail stores 'it is a simpler cleaner design than earlier ones."

The use of bold color, with the traditional neutral fixtures and flooring only adds to the modernist theme. Bright-colored geometric rugs were custom-designed for the store. Although they look as though they are individually made, the rugs are actually inset into the carpet. King-size, dark-chocolate colored veneer-paneled columns not only add more color contrast but also serve as display niches for showcased accessories.

Another striking use of color revolves around the impressive oval-shaped staircase that joins the two floors. Accented by a deep red backdrop the stairway complements the modernist tone. "There is a strong use of color that will continue into the next generation of stores," said Sparks.

The spacious dressing rooms were designed with the customer in mind and include a water bar, chairs and an array of reading materials. "We wanted the dressing rooms to be more inviting," says Sparks. "With more walk-around space, it allows sales associates to work more freely with the customer."

In an effort to better meet shoppers' needs, the dressing rooms are individually customized for men or women. According to Sparks, men normally prefer a centralized open space for changing clothes and working with a tailor. Women, on the other hand, prefer to change within an enclosed dressing room. In response, size modifications were made for both.

Even the service counters offer a grand impression. These 20-ft.-long counters serve as the main sales locations for each floor. With stone tops and stainless steel legs, they appear to be floating, says Sparks. For both sales associate and customer convenience, there are also smaller workstations throughout the store to enhance one-on-one contact and helpful service.

The new location and design have broadened Mark Shale's customer base, especially in the women's department. Many women shop in the mall and are drawn into the store because of the prominent display of women's merchandise. The move has been a success for Mark Shale, which has reported double-digit increases in sales. The company has since remodeled its Dallas store with the modern theme. "They felt it was risky to move across the street and go up two levels without a main store-front, but it turned out to be the best decision," says Sparks. "'Not only did they retain their old customers, they also added new ones."

With this fresh and minimalist design, Mark Shale's Michigan Avenue store will set the pace for future stores. The design project represents the spirit of Mark Shale's clothing line. Says Baskin, "We have a catch-phrase in our catalog, 'comfortably modern,' and that's exactly what the store looks like."