Horst transforms former Macy's into sleek, contemporary store.

Horst Design International (HDI) has recently renovated and transformed a former Macy's into a new, sleek and more contemporary Century 21, marking a new level of sophistication for the discounted retailer of designer merchandise.

This 150,000 s/f facility is a cornerstone for the Bergen Mall in Paramus, NJ, highly visible from the heavily trafficked Route 4.

Creating an open, bright, contemporary, clean look with modern details and features, HDI also incorporated a simple layout that easily draws customers throughout the store. "HDI designed the 2 retail floors of the 4 level store with 'shopability', and sales have exceeded our expectations," says Raymond Gindi, owner of Century 21. "This store really hits the mark. The design meets our merchandising needs, and we will plan future ones using many of HDI's standard elements." In addition, HDI successfully fast tracked the planning, design and construction drawings in only four months.

By developing a symmetrical floor plan with all the departments housed off the main aisle, patrons can easily see the merchandise at once without many twists and turns. On the Main floor, a central colonnade cuts through the store from the mall entrance leading to a new glass sided escalator well in the rear and provides access to the Route 4 entrance and a new customer lounge. The colonnade divides the floor with men's merchandise on one side and women's on the other.

Another way HDI defines the major circulation artery that directs traffic and adds visual impact on the second floor was with a ringed 50' diameter ceiling soffit enhanced by decorative fluorescent lighting accenting the center core. A "T" patterned aisle intersects around a rectangular well that features layette / infant wear, Juniors as well as accessories and shoes (Women's & Children's) on both sides of the escalator.

"We worked closely with Century 21's CEO, Al Gindi, to determine the specific adjacencies of each department," explains Doug Horst, president, HDI. "For example, men's and women's watches, other accessories and shoes are situated near the escalators since they can be impulse purchase items."

To satisfy cost constraints, HDI reused many existing conditions, such as the 14' flat plaster ceilings, some perimeter walls and mirrored columns.

"We placed new millwork around selected old columns, added decorative ceiling soffits at strategic locations for interest & visual site lines, and reused ceiling 'j--box' locations for our completely new lighting pattern," said Horst.

"We also wanted to create a light, bright store for a more uplifting environment," explained Gindi.

Throughout the store, HDI paid close attention to color and materials. All of the apparel departments are situated on soft carpeting for comfort and quiet. Many areas are trimmed with a bright accent color. In contrast, the three toned porcelain tiles of the main aisle system, blend with the neutral palette of the store.