Paul Stuart

Iconic Reinvention on Oak Street

We converted this turn-of-the-century, residential-scaled former townhouse into an intimate, personalized boutique shopping experience, for the new Paul Stuart along Chicago’s street of best luxury brands, Oak Street.

For 13 years Paul Stuart had been operating in a spacious two-level (23,000 square foot) location on Chicago’s Michigan Avenue. With occupancy costs rising and opportunities for greater operating efficiencies achievable, the retailer commissioned us to assist them in the search for a new location and reinvention of their operation. Once the 6,500 square foot Oak Street location became reality, our challenge was to design, document and build the new Paul Stuart and assemble a select team of contractors to complete the store all within a total timeframe of 12 weeks. Our methodology involved an immediate assessment to determine the feasibility of re-use and/or modification of existing mechanical and electrical systems in the site. We began programming, design and documentation simultaneously, as parallel activities in order to get the demolition and construction process started immediately. Design details were prepared approved and distributed to contractors according to the required sequence of construction.

A Modernist Paul Stuart Aesthetic

The new location involved the total re-do of interior decor finishes, millwork and fixtures, lighting, restored flooring and a restoration of the exterior facade. Because of the narrow scale of the space, in lieu of built-in niche cabinetry against walls, we opted for a more open panel approach that allowed more exposure of merchandise while also widening the space. The millwork design is a classic modern aesthetic using a medium stain, English oak and features a shifted fluting to create a motif inspired by the proprietary Paul Stuart weave pattern that is part of their branding. The millwork is contrasted against a light mustard hue for walls and ceilings. Deep rust area rugs and runners by Missoni with bound leather edges lie over restored travertine floors.

The ‘Townhouse’ aesthetic takes the iconic Paul Stuart brand and updates it for a new generation. A classic elegance remains in the reinvention, along with the timelessness of true luxury but the bold new face will serve a modern, increasingly discriminating customer. The more efficient format allows higher productivity and more focus on personalized customer service.