Bohlin Cywinski Jackson (BCJ) has completed the design of a new concept store for Reformation in the vibrant Mission neighborhood of San Francisco. The 3,400-sq. ft. space, located in a historic building on Valencia Street, presents a brand new shopping experience that radically integrates technology into the architecture to provide patrons a highly-personalized experience.
The project was led by Ray Calabro, principal at BCJ's Seattle office, who reimagines the traditional retail model by organizing the display, fitting rooms and warehouse in sequential order, incorporating a cutting-edge digital interface enabled throughout. The display area is a gallery of curated products and features wall-mounted touch screens that allow visitors to select and reserve items for trying on.
A new fitting room concept, known as the "magic wardrobe," transforms the fitting area into one's own personal dressing room. Products are added to the wardrobes via a system of magnetic door locks that open one side at a time, allowing for privacy between fitting rooms and back of house. Additionally, customizable lighting and personal audio capabilities enhance the customer's individual experience.
Photography: Matthew Millman