The shop
AT NBCStudios
Experiences | 30 Rockefeller Plaza
The NBC Store relocated to a new, more modern space at 30 Rock, and we were tasked with rebranding it as The Shop at NBC Studios. We created an all-new in-store experience for consumers that celebrates the past and present greatness of the network.
brand identity, art direction, experiential, environmental design, motion graphics
Store design
The store unites the most important NBC brands and talent. Visually, we decided to use the six colors of the NBC peacock as a central visual element. I developed a modular design grid system to display different talents with black & white photography and color overlay blocks. The modular grid system has the flexibility to easily be modified depending on the size of the graphic or the number of images that need to be incorporated.
I decided to use each NBC peacock color to represent a brand, for example, yellow for SNL, orange for Today, green for NBC Sports, Red for NBC Legacy, Blue for Jimmy Fallon, and Purple for Seth Meyers.
Layout
NBC has a rich legacy in television that includes a large number of shows and talents that we wanted to highlight. We use black and white images to unify the appearance of the overall visual look in the store. The modular design layout approach allowed flexibility to arrange graphics, color blocks, and panels in multiple ways.
Window Panels
Motion + Photography
The store features a large digital planar screen located behind the cash register, which has a significant presence and visibility from most areas of the store. We had the opportunity to bring our modular design approach and create multiple animated pieces.
We successfully created a beautiful series of animations representing the main talents and shows in conjunction with historical images, and highlighted what the store is currently selling.
We photograph the merchandise in-house and added the content to the digital planar screen to help promote what’s available at the store.
Interaction
One of the challenges in designing the new store was to create a space that celebrates the rich television history of NBC and excites consumers, bringing them closer to their favorite shows and talent.
Using large images from the most popular NBC shows, the consumer is able to immerse themselves in the different sections of the store, interact with their favorite brands, shop, and take pictures.
Shopping Experience
The shop will constantly have special events or themed shopping sales. Our team designed assets required by the store to promote specific products and events, including signage, murals, print flyers, and special content for the planar screen, among other items.
Outcome
Designing a brand-new store helped increase client sales and exposure of NBC brands to tourists visiting 30 Rock. From concept to final product, our team worked for over two years to bring the new store to life. We occasionally continue doing design work for the store.