Etta is a hypothetical children’s store that offers books and hand-made toys. The location of this project is an existing building located on the historic main street of Logan, UT. The design highlights the character of the existing structure while integrating elements that speak to Etta’s brand. Inspiration came from Scandinavian design and handmade wooden toys.
The overall design seeks to delight children with its whimsical details yet still appeal to parents with its subtle sophistication. The store has a simple, Scandinavian aesthetic and the overall feeling is light and airy. The neutral palette acts as a canvas for the merchandise that will be on display. Inspiration for the design can clearly be seen in the custom wall panel, reading nooks, logo and packaging that all mimic wooden animal toys.
The floating second floor and sculptural staircase encourage people to explore the space while a mixture of display areas and seating areas invite people to stay a while. The shelves, tables, hooks, and storage bins offer flexibility in displaying products.
The long, narrow footprint of the building presented a challenge. Utmost care was taken in the design to ensure all accessibility standards were met. Attention was also given to providing a variety of surface heights in order to accommodate both children and adults. Lighting was also a challenge. In order to take advantage of the limited natural light, the second floor was cantilevered out from the adjacent building to allow light to filter down to the first floor. Can lighting, built-in lighting fixtures in the bookcases and display tables, as well as sconces help create a well-lit and inviting environment.
Oversized wooden animals, jungle-patterned wallpaper, as well large architectural elements are meant to help encourage a feeling of playfulness and exploration. Reading nooks, interspersed throughout the space, encourage guests to stay and enjoy the space.
Furnishings + Materials
The branding centers around a pattern inspired by wooden animal blocks. That pattern provided direction for the packaging, logo, and even into the store design. Designs for custom bookcases and wall paneling all tie back to the original animal pattern.