Elizabeth Arden flagship store unveils dynamic new design by Highland Associates

Elizabeth Arden's breathtaking beauty makeover is now complete. After four months of intensive renovation, 691 5th is reopening its world-famous red door to reveal the most dramatic, glamorous and sophisticated new retail location on Fifth Ave.  Highland Associates, a multi-disciplined architectural, engineering and interior design firm was chosen to carry out the dynamic renovations.  The excitement begins at the dramatically oversized Elizabeth Arden red door. Flanked by crystal clear starfire glass, the streamlined storefront invites visitors to explore what lies inside. Unfurling from the entry, a fourteen-foot high gleaming ribbon of signature red lacquered plate steel undulates through the store. As sleek and shiny as a luxurious sports car, this sensuous wall curves its way around elegant beauty stations and compelling displays, drawing customers into a world of constantly changing visual delights. A passionate modern minimalist with a penchant for problem solving - from renovating the corporate headquarters of Playboy Enterprises to landmark renovations for retailers Elie Tahari and Bloomingdale's in SoHo - New York City architect Glenn Leitch, principal of Highland Associates, welcomed the Elizabeth Arden design challenge. "Our goal was to create a progressive, dynamic image and an architectural vocabulary based on the iconic imagery of the Red Door. We started with the red ribbon wall, a curvaceous central element executed in metal and fabricated by Dan Gutfreund of Industry Outfitters, Inc. Then we used contemporary, yet classic materials such as terrazzo, glass, chrome and white lacquer, to create a dramatic palette of architecture and design." Lighting is a key component in the Elizabeth Arden flagship store makeover, designed by Glenn Leitch and Brooklyn Lighting Designer Randy Sabedra, RS Lighting Design, to enhance the flow of space as well as provide compelling accents. Floating above the gleaming red wall is a curved backlit ceiling cavity with concealed BIAX Lamps. The cavity width was critical to ensure direct white light and prevent merchandise and people from appearing red. A dramatic glass product display wall commands attention as it displays merchandise, highlighted with AR Halogen accent lights and ad campaigns backlit with T5 lamps. The rear panels of this display wall are backlit with RGB LED's to create color and kinetic movement to coordinate with the ad campaigns. Soft multi-directional lighting surrounds each makeup station, creating intimate and perfectly lit dressing tables of unparalleled elegance; the merchandise on display within niches and shelves are illuminated with 3000 degree LED's. Ending the store is a towering crystal chandelier shimmering over a glowing circular skin care table. As the unrivalled destination for sophisticated women everywhere, the new 691 5th is a natural gathering place, celebrating everything new and exciting in beauty. A constantly changing gallery wall will form a backdrop for focuses on products, fashion and beauty, tributes to the Elizabeth Arden legacy, celebrity spokespeople and celebrations of humanitarian and educational causes. Says Mary Beth Mazzotta, vice president sales and marketing services, "The gallery wall is a very special creative element for us. We want it to represent the culture of the fashion and beauty industry today - educated, confident and giving." "Everywhere you look, there is something to enchant the eye and seduce the senses," said Mazzotta. "The new 691 5th Avenue Flagship Store truly surrounds you in a world of beauty, elegance and glamour ... and that's what Elizabeth Arden is all about!"