New Work: Intimacy

During the financially dismal 2008 holiday shopping season, one product held up nicely: bras. Intimacy, a growing chain of high-end intimate apparel stores, saw its sales increase 4.4 percent over the past year, a period during which it launched a new identity by Pentagram and a new store design by Pentagram Architects.

Located in upscale shopping malls across the country, Intimacy as a brand differentiates itself from its competitors by offering personalized bra fitting services, elegant environments and European designer brands such as La Perla. The first store built with the new design is in Boston’s Copley Place, the city’s most distinctive shopping destination, and will serve as the prototype for future stores, as it has for Intimacy’s most recent outlet in Miami.

Developed by James Biber and Associate Michael Zweck-Bronner, the Intimacy environments feature spacious, well-appointed fitting rooms, high-end furnishings and fittings, and a refined color palette of gray and gold. Intimacy’s logo, designed by Paula Scher, is evoked in the details of the store’s design. Custom-designed hangers and gold environmental graphics play off the mark’s ornamental brackets that snugly embrace the company’s name.

A look inside Intimacy after the jump.

Unlike traditional stores, at Intimacy appointments are made in advance. In the privacy of large tastefully furnished fitting rooms, a bra fit specialist works with the customer to find the proper fit and style. This unique experience, actually more service than product centered, is based on owner Susan Nethero’s concept of improving women’s image of themselves. (The brand is a favorite of Oprah Winfrey and has been featured several times on her show.) Intimacy’s “look good, feel good” philosophy is reflected throughout the store’s luxurious spa-like interiors.

Comfort is Intimacy’s ultimate goal as a personalized bra fitting can be an intimidating process. The frosted glass window at the entrance provides a sense of privacy and remove from the mall environs as customers make their way to the Welcome Counter. Here, women can make appointments, ask questions or sit and watch educational videos. The counter’s open design and inviting location separate it from the cash wrap and more transactional areas.

Instead of devoting the majority of floor space to merchandise, at Intimacy the dressing rooms constitute almost half the store’s square footage. The rooms are spacious enough to comfortably seat two and are luxuriously appointed in a soft palette and contemporary furnishings. A custom-designed bench upholstered in suede provides a comfortable place to sit, while a small table offers a flat surface for merchandise. In each room, a George Nelson pendant Bubble Lamp emits a softly diffused light that is reflected by a wall mounted three-way mirror. Privacy is ensured through floor-to-ceiling walls and sliding doors. The overall effect puts customers at ease and adds a sense of occasion to what is normally a mundane or stressful process.

In keeping with Intimacy’s mission to ensure garments are of a proper fit, a limited amount of merchandise is on display. Instead, bra fit specialists bring the appropriate apparel to the customer who is waiting in the dressing room. Lingerie and sleepwear constitute the majority of floor merchandise, while a few examples of intimate apparel are arranged on a display wall. The bulk of the merchandise is stored in giant floor-to-ceiling gold leaf cabinets. These cabinets hold Intimacy’s enormous range of sizes and designs in commanding “jewel boxes” that dominate the space.

Project credits:
James Biber, FAIA, partner in charge
Michael Zweck-Bronner, AIA, associate and project architect
Architects: James Bowman, Dan Maxfield, Alex Mergold
Project coordinator: Suzanne Holt
Contractor: Richter & Ratner