Borders to Unveil First Concept Store

Borders to Unveil First Concept Store
February 14, 2008

Ann Arbor, Mich.-based Borders Inc. will unveil the first of its new concept stores on Feb. 22 in Ann Arbor, after more than 18 months of development and testing. Borders will host grand opening festivities to kick off its new 28,900-sq.-ft. concept store, which is the first of 14 the company expects to open nationwide this year. "This is a completely new shopping experience that sets Borders apart from every other store," said George Jones, CEO of Borders Group. The new concept features a bolder, modern facade with large windows, an illuminated and underlined red Borders logo, and a louvered construction that evokes images of the pages of a book. There is a cafe with an adjoining outdoor seating area and dramatic up-lighting and exterior fixtures. The interior elements include curved feature tables; special illuminated stands; large, illuminated drums suspended from the ceiling that feature graphics and guide customers; and a large round rotunda with three skylights. The warm, neutral color scheme is accented by cozy seating, and walnut- and ash-stained fixtures. Overall, the layout encourages exploration with intuitive navigation. A new Digital Center marked by a 3-D, 15-ft. illuminated fixture and sign package houses multiple computer kiosks and stations dedicated to new services. The Digital Center allows customers to mix and make their own custom CDs, download books and music, publish their own books, explore their family history and create photo books. The Digital Center is staffed with trained personnel to guide customers of any technical level through the programs. In addition to the Digital Center, Borders has retained its computer information stations--"Borders Search"--to help customers locate titles within the store and outside of the store and learn about in-store events, among other services. As in existing Borders stores, these stations are located throughout the store. The store also has put a strong focus on popular categories, including Travel, Cooking, Wellness, Graphic Novels and Children's, by incorporating digital options and the online world, making these sections of the store interactive destinations where customers can not only shop for books, but also take advantage of computer kiosks featuring recommendations from expert buyers, related video content including interviews with experts and authors, and more. In addition, in select destinations, there are large in-section LCD screens broadcasting a depth of content featuring recognizable names in these subject areas, as well as Borders' own exclusive programs. The concept store has included a specific community space with a "pull-down" stage to accommodate everything from local book discussion groups and music performances to national author signings and children's events. The new Borders store also is the first retail location in the nation to feature a new technology called LongPen, which makes it possible for Borders to host book discussions and signings with authors, as well as music events and appearances by celebrities, who are not physically present in the store. Piloted initially only in Ann Arbor, the technology will be tested for potential rollout in other locations.