Behind the Store Design
Hill House Home’s strong brand identity informs everything that I design for them. For this store, I referenced both their collection and the store’s iconic location at New York City’s Rockefeller Center. Just asin their headquarters, design began by selecting a pattern from their collection to anchor the palette. For this store, we chose the pattern ‘Sherwood Forest’ (which will soon be available to all). The fabric has a 1920's feel, which was a period the Hill House Home design team heavily referenced while creating their new collection.
In addition to creating a strong brand identity, we also wanted to give the store a strong sense of place, so we tried to reference the iconic architecture of Rockefeller Center. This can be seen in the curtains' stepped valances and also, in the circle motif throughout the store’s millwork, which is a a nod to the “Dance, Drama, and Song” roundels seen on the 50th Street facade of Radio City Music Hall, right across the street from the store.
The experience of the store is residential - the customer is transported to the world of Hill House Home. We achieved this by using elements one is more likely to see in someone's house - high gloss walls in a subtle pink, bullion fringe on the sofa, cerused oak, lots of mirrors, and two sweeping valances. These elements evoke the glamour of a 1920s or 1930s dressing room.
A favorite moment: The “dream closet." It is a moment of escape for every customer that enters the store.
The store is a Hill House Home capsule that allows the customer to engage with the product and the brand in an impactful way.
- CeCe Barfield Thompson