Hallmark Cards Portfolio Shop

Hallmark Cards wanted to develop a totally new concept for gifts and cards that was aimed at the customer demographic that they were not reaching with their traditional Gold Crown Shops. Our retail design group was tasked with creating a complete retail environment from design concepts through architectural documentation to installation of the prototype. Every detail was addressed to present a unified, consistent, and impactful image of the Portfolio brand to the consumer.

Being able to artfully display quantities of product was important in reaching this sophisticated, design-conscious shopper. We designed an eclectic set of fixtures and furniture that spoke directly to the targeted consumer by featuring product as well as providing much needed storage space for back stock. The fixtures also had to be adaptable to display a wide variety of Hallmark artists work, as well as be flexible enough to be reconfigured into seasonal product “shops”.

Rich color, texture changes, dramatic lighting, and the use of three types of flooring presented the customer with an inviting and pleasant shopping experience. Landmarks such as a dropped soffit over the cash wrap and other traffic directing devices were used to create a positive flow throughout the shop.

The floor and wall fixtures in Portfolio were made of a substrate comprised of wheat shaft venered with a plantation grown poplar that used the entire tree. The wall covering on the soffits and store front is made of recycled wood pulp and water based ink. The first Portfolio Shop opened in mid-November, 1998.