Retail Traffic


DLR Group
900 Fourth Avenue
Suite 700
Seattle, WA 98164
(t) 206-461-6000
(f) 206-461-6049
Location: Hollywood, California

Size: 3,600 sq. ft.

Category: New Retail Stores (5,000 sq. ft. or more)

Firm: DLR Group

Developer/Owner: DFS North America

DFS Hollywood & Highland Galleria is a fully themed, interactive specialty retail store designed to give shoppers "The Hollywood Experience" from entrance to exit. Shoppers walk through a classic theater marquee and box office entrance against a three-dimensional LA skyline backdrop, down a "Gone With the Wind" staircase and into the main Studio-Stage-Set-themed level.

Each product section is integrated into the Studio Stage Set storyline with an individual Hollywood theme. For example, travel items and watches sit within space-age, "Twilight Zone" mural scenery and fixtures. Recognizing that retail trends change quickly, each store section is designed on a flexible module. Any stage set scenery and fixtures may be altered or switched out as product changes, while maintaining the overall Studio Stage Set storyline.

Other Hollywood icons permeate the entire first floor of the store. Lighting consists largely of replica studio lights on hanging racks that can be rearranged as the client wishes. Wheeled fixtures are designed after classic Hollywood stage set storage trunks. Film reel and rigging design elements and sound stage signage establish visual continuity between product sections.


TAGS: Development
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