"The store, the first designed by creative director Adam Selman, points to the retail experiences Gen Z and Gen Alpha want now -and if it works, will establish a playfully bold new identity for the brand, one little design detail at a time."
"For a long time, people have perceived the Pink brand to be a little sister to Victoria's Secret, Selman tells me. This is partly due to what company representatives call "smerging," when the Pink brand started to merge a bit with Victoria's Secret's brand codes: light pinks, a more muted sense of play."
""I'm trying to push away from that, to have it its own brand," says Selman, adding that this concept is meant to be a Barbie dream house antidote to that younger sibling status, if Barbie were a teenager or twenty something."
"The first way Selman differentiates the retail space is through its displays, which convey look and feel as well as spatial scale. "If VS is the mansion, then Pink is the cottage," Selman says, pointing out the glossy hot pink house structure that greets shoppers when they first enter the store. It brings down the scale of the store and creates a door frame to go through."
A new Victoria’s Secret Pink store is set to open on “tween row” in Soho, New York City, targeting tween and young shoppers who already frequent brands like Brandy Melville, Edikted, and Princess Polly. The store is the first designed by creative director Adam Selman and aims to shift Pink away from being seen as a younger sibling to Victoria’s Secret. The differentiation focuses on retail experiences Gen Z and Gen Alpha want now. Pink’s identity is framed as a Barbie dream house antidote to “smerging” with Victoria’s Secret codes. Store displays use hot pink, a glossy house structure, and a reduced spatial scale to create a playful, irreverent atmosphere rather than a fancy one.
Read at Fast Company
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