Servicing urban populations is particularly tough when you're used to spreading yourself out in a suburban superstore. So when Lowe's made the move to Manhattan in 2015, they teamed up with FITCH. We designed a new configuration for their two new stores that would stay true to the existing, highly successful Lowe's identity and give urban customers a great experience they'd want to come back to again and again.
Simply re-scaling wasn't going to cut it. We needed to re-assess the entire product assortment, fixturing system, wayfinding and graphics package. That meant defining and embracing New Yorkers' expectations, getting the segmentation just right, and designing customer journeys that would meet their various and highly varied demands. The results were as compelling as they were convenient. Whether they were DIY-ers, interior designers looking for ideas or 'Lowe's Pros' whose job it was to make those ideas a reality, everybody could get what they wanted quickly, easily and on their terms.