Space Planning | Store Design | Fixture Design
The Back Story
Founded out of the back of a horse-drawn cart in 1906, American Greetings has grown to become the largest greeting card company in the world and counts Carlton Cards, Recycled Paper Greetings and Papyrus among its impressive offering of brands dedicated to making the world a more thoughtful and caring place.
For decades, American Greetings was headquartered outside of Cleveland, OH, in the suburb of Brooklyn, however continued expansion led to a need for larger accommodations, so a brand new facility was planned at the up-and-coming Crocker Park development in nearby Westlake. High on a wish list of features for this new home was a one-of-a-kind company store that could showcase of “out of the box” retail display ideas for large accounts and provide employees with access to exclusive items, local art showcases, etc.
After a lengthy search to find the right partner for this effort, Retail Habitats was brought on board to help ensure that the vision for this new retail environment would honor the spirit of a company committed to making everyday connections a little more meaningful at every brand touch point.
Designing The Ultimate Space For Social Expression
After a trip to their current headquarters for an in-depth discovery process, it was determined that it would be essential to find ways for the spirit of American Greetings’ home town to shine through in the overall concept. Additionally, it was important for the diverse mix of products to be displayed in a more upscale, design-forward method than what one would find at a typical big box retailer or grocery store.
By specifying locally-inspired design elements and matching them to the nontraditional geometry of a selection of custom-designed fixtures, a contemporary environment was developed that still provided plenty of warmth and hometown charm.
Planning & Build Out
Following their ethos of designing with the end result in mind, detailed schematics were created by Retail Habitats to guide American Greetings’ architects & fabricators through the build out and custom manufacturing for the space. Having opened in the fall of 2016, the new company store continues to live up to it’s purpose of showcasing the best of what American Greetings has to offer from both a product and company culture perspective.