IDL Worldwide Designed Kiosks Targets Millennials

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Sunglass Hut Partners with IDL Worldwide for its Millennial-Focused Retail Brand and Environment, Shaded.

Shaded open-air kiosk

The quality, workmanship and details have exceeded our expectations. People said it couldn’t be done in the short time frame, but IDL over delivered by hitting the time line with quality workmanship.

In an effort to better connect with the Millennial Generation, Sunglass Hut launched a new retail brand and environment, Shaded, this past November. To capture these consumers, Sunglass Hut sought to make a very different statement from its current retail space. To help position this new brand in the marketplace from a visual and retail point of view, Sunglass Hut looked to IDL Worldwide to manage the design, development and execution of its open-air kiosks.

To answer to millennial consumer habits, IDL conducted significant research to better understand shopping behaviors and preferences. Upon conclusion that the customer experience needed to be interactive, the team integrated built-in photo booths to allow for instantaneous photo taking and prints. Additionally, in order for the consumer to feel comfortable engaging within the space and merchandise, the brand needed to communicate authenticity. To bring a new kiosk format to life that was completely new and exciting compared to what was already on the market, IDL drew inspiration from using real elements and materials for authenticity. From exposed brick walls and reclaimed wood to metal beams and wired glass, an American industrial vintage-inspired design was brought to life.

“The quality, workmanship and details have exceeded our expectations. People said it couldn’t be done in the short time frame, but IDL over delivered by hitting the time line with quality workmanship” said Senior Director of Outlets, Travel, Retail and Emerging Business, Doug Incorvati. “Changing minds not with words, but with deliverable actions, is commendable.”

IDL’s design teams in Chicago, Pittsburgh and Portland came together to ensure the kiosks were just as functional as they were aesthetically pleasing. To support a multipurpose system, a series of multifaceted modular blocks were developed with metal inserts that can be conjoined in many ways and adjusted to various sunglass displays. To preserve the engaging environment of the open-air kiosks while still providing security, IDL engineered bi-fold doors that close and lock to protect merchandise overnight.

The first Shaded open-air kiosk launched in November at Queens Center in New York, which was followed by Polaris Fashion Place in Columbus, Ohio and the Mall at Tuttle Crossing. The open-air retail environment and shop-in-shop were very well received by the Sunglass Hut management team, brand team and operations, as sales exceeded expectations throughout the critical 2013 holiday season. One of the open-air environments was placed at Macy's Queens Center in New York City, a retailer that has also recently reported a new strategic approach focused on millennials, who are now considered Macy's largest segment of customers. There has since been discussion of Macy’s rolling this concept to additional locations. The Shaded brand has plans to expand the new concept and brand footprint with potentially ten more retail locations this year.

For more information, contact Allison Duval, Marketing Communications Coordinator at

IDL Worldwide (, part of Matthews Brand Solutions, is a global retail design and project management services firm that delivers strategy, creative, execution and reporting of in-store marketing programs that range from temporary graphics to store fixtures. With Brand Centers in Pittsburgh, PA and Portland, OR, and offices in San Francisco/Oakland, Chicago, Mexico, Germany, Brazil and China, IDL’s retail-centric approach spans from generating brand strategy to fabricating brand solutions.

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Allison Duval
since: 12/2008
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IDL Worldwide
since: 04/2013
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