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Bergdorf Goodman New York

‍

New York

Retail

Facelift for the ages

Our space surgery was more than skin deep, and went the distance

Project Details

date

1999

Services

Interiors

Custom Product Design

Client

Brand

Bergdorf Goodman

Region

North America

Typology

Retail

Architect

Space Limitations

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Located near Fifth Avenue and Central Park, fifteen thousand square feet of prime retail space within the lower level of Bergdorf Goodman Women's Store needed to work harder for its value.

Experience Lift

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Despite Bergdorf Goodman’s personalized client services, strategic layout, and exclusive collaborations that positioned the store as a fashion leader, its beauty department fell short of the couture experience found elsewhere. We reimagined the space not as a series of grab and go displays but as an inviting destination that encouraged clients to linger, introducing zones dedicated to floral and fragrance, makeup and nail, and optical services that guided visitors through the space.

Going Down To Move Up

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Unspoken rules and dated department store traditions dictated that beauty products belong on the main floor of a store’s entrance. We broke convention and shifted the beauty department to the level below, opening the ceiling to draw light downward and guide guests into a more immersive experience.

Noise Reduction

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Guided by a restrained color palette and soft glow lighting, we stripped the heavy branded stalls to create an apothecary style environment with fewer displayed items so the products could stand on their own. We introduced bespoke fixtures finished in a sandblasted gradient that created a suspended effect years before digital printing could replicate it. The design reinforced a sense of wellness, purity, and exclusivity.

Reformulating The Formula

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Our beauty department concept set a new standard and was adopted across the industry. The fresh store layout proved so effective for Bergdorf Goodman Women's Store that it has remained unchanged for decades. The beauty level continues to sit in the basement today.

“I had to pitch the concept to every brand, including La Prairie, La Mer, and others, and convince them that it would look amazing collectively, while also explaining they wouldn’t get their logo, font, or finishes, and would still have to cover the cost. They were outraged, and I was stressed for six weeks. I had to do ten meetings a week or something; they put it all on me, and I was sweating bullets. I said, ‘Glenn, if this store does not work, that’s the end of our career in the United States, do you understand?’ In the end, we won them over, including Mr. Lauder, who had threatened to pull his products, and it was a huge success. The basic bones are still there after twenty-five years.”

George Yabu