CASE STUDY

Developing a Co-Retail Flagship for Women by Women

YEAR 2018

TYPE Coretail

SCOPE RESEARCH, CONCEPT, DESIGN, CONSTRUCTION ADMIN

CLIENTBULLETIN

The Challenge

Bulletin is a platform for independent retail brands to have brick and mortar space at a scale that matches their small businesses. After a successful Y Combinator round, the co-retail startup was ready to scale and merge their digital and physical business verticals with a new Flagship in Union Square, and needed a store that was big and important as this milestone in their business.

The Outcome

As featured on Fast Company, Built Interest designed and built a one of a kind retail experience for the consumer and created a systematized fit out for Bulletin’s operations team and expansion goals. All in, from layout strategy to custom furniture creation, the store is “totally Bulletin”. The store is now a tool for Bulletin to evolve their business, and bring some youthful edge back to Union Square.

PHASE 1 OF 5

Research

In an increasingly muted, neutral design landscape in retail, does the younger generation appreciate a break from the norm? We chatted with dozens of Bulletin shoppers and mapped user behavior in their other stores. We found the customer is young, bright, and ambitious, yet she has an honest sense of humor and appreciates self care and caring for others.

PHASE 2 OF 5

Concept

Co-Retail underpins Bulletin. Women entrepreneurs become members of Bulletin to access shelf space in their stores and online. Bulletin then runs all the merchandising and marketing. The concept is to celebrate the craft, creativity and unapologetic celebration of womens’ achievements: we called it Future Femme.

PHASE 3 OF 5

Placemaking

Bulletin is a haven. The atmosphere is happy and confident. To embed that energy, the space is planned to both be a successful business and exciting venue for ‘Bulletin Broads’. The front of the store is designed to convert merchandise. And the back is designed to lounge and host.

PHASE 4 OF 5

Design

The brief was to capture Future Femme. Future = Space Travel, Femme = Cardi B. The interiors were championed by lead designer Allyx Seemann. The color palette is a bright Pantone match to the brand to celebrate, grounded by thoughtful details like an 36 degree radius through out the store. Every element is modular so that the store is more than a brand statement, it’s a business tool.

PHASE 5 OF 5

Build

From general contractor sourcing to custom furniture, the design and development scope was fully encompassing. A true partner to the Bulletin exec team, the design build process was 5 months from day one to grand opening. Every detail is ultimately part of the scope to delivering a complete retail product.