Best Buy

A Strategy Made Visible

This high-profile location on two floors offered unique opportunities to express the Best Buy brand to the street by “letting the inside out” says the design firm’s founder, Charles Sparks. Using the John Hancock Center’s massive windows he describes the concept as “a landscape of technology floating inside a glass and steel box.” Partial height fixture walls with bold graphics facing the street float away from floor to ceiling windows. Circulation has been so simplified that customers move effortlessly along a grand “esplanade” traversing the entire length of the building. The inside-out concept acts as a strong visual attractor to the store among the upscale storefronts and competing architecture of the Avenue.

Using the Familiar Best Buy Platform, this Store is Laced with Surprises

When Best Buy decided on a stair versus an escalator between floors, Sparks in collaboration with architect Stan Weisbrod developed a custom-designed, open-rise stair configuration in a new opening from first to second floor. The stair was designed to be as inviting and visually open as possible. The well opening between floors is intended to be alive from the activity of people, natural light and the focal location along the grand “esplanade” aisle of the 2nd floor.

Designed with its location on Chicago’s Magnificent Mile in mind, the walls of approximately 30,000-square-foot store are lined with murals of Chicago landmarks and neighborhoods&emdash;making it feel like a local shop rather than a national chain. Additionally, a concierge desk near the entrance will serve as a resource for customers needing additional information about the city. “This truly is a community store,” said Monica Salamon, Best Buy general manager, “and we are excited to finally bring Best Buy to one of the world’s premiere tourist destinations.”

At a key 2nd floor vista along Michigan Avenue, the store has implemented a casual seating area that greatly enhances customer comfort amid an environment packed with the latest technology and entertainment products and services for work, home or play.