Upscale multichannel retailer Frontgate redesigned its brick-and-mortar stores at Legacy West (in Plano, Texas) and at Phipps Plaza (in Atlanta) to communicate to its customers a lifestyle message rather than a product-focused message. Since its founding in 1991, Frontgate has grown from a mail-order catalog company into a multichannel luxury lifestyle concept of catalog, store and e-commerce operations. The retailer retained FRCH Design Worldwide to update its physical spaces.
Open-air The Plano, Texas, store features a 2,500-square-foot outdoor patio
At home The Grand Hall creates a first impression of grand living while providing a view to the breadth of the Frontgate offering
Texas tea The café welcomes the guest with a sense of hospitality while alluding to entertainment as a focus of the Frontgate brand
Atlanta belle Frontgate Phipps Plaza features 20,000 square feet with 11-foot ceilings
At work The Design Studio is a space where staff members work with customers to design custom furniture and decor
Room for change A flexible store environment allows for ever-changing vignettes that connect with customer desire to change home environments seasonally
Bringing the catalog to life Synonymous with entertaining, Frontgate comes to life through settings of outdoors, patios and interiors reminiscent of upscale customers’ homes
By Brannon Boswell
Executive Editor, Commerce + Communities Today
