Visual Merchandising Finalist: Kate's Paperie
Jane Kitchen -- Gifts and Dec, 8/1/2009 12:00:00 AM
Angelica Berrie's passion for paper began as a schoolgirl in the Philippines, where nuns taught her the importance of a beautifully hand-written note. As an adult, she began her career working for a papier-mache company that sold items to Crate and Barrel, Pier 1 Imports, Russ Berrie and Company, and Kate's Paperie.
Years later, when Berrie discovered that Kate's Paperie was on the market, she wasted no time in negotiating a deal with the principals of the 20-year-old family business.
"Before I bought Kate's, I was a customer who came to the store to feel good, to be inspired, to find something unique that fed my creative instincts," said Berrie.
Last fall, she purchased the iconic New York City paper purveyor and began another journey in her extraordinary career with paper.
Kate's five stores — four in Manhattan and one in Connecticut — are known for their diverse selection of exotic papers, paper accessories and fine gifts. Berrie has built on that brand, reinterpreting it over the past year in new and exciting ways.
Paper as Art
In September, Berrie introduced New York to renowned British paper artist Zoe Bradley, who was commissioned to design a paper art window installation using Kate's Japanese Yuzen papers. Bradley created large mobiles of exotic paper flowers that transformed the windows of Kate's stores into magnificent, sprawling Japanese gardens. Inside the store, additional mobiles were suspended above the cash wrap counter, while product display tables and other fixtures showcased Yuzen papers.
"The Zoe Bradley Oriental flower paper installation using Kate's Yuzen papers was a defining moment for our stores," said Berrie. "It set the bar as soon as I took ownership and expressed my vision of creating breathtaking moments with paper that would enchant and empower the creative community that shops at Kate's Paperie."
This October, Kate's is sponsoring the Museum of Arts and Design's opening exhibit of paper artists from around the world: "Slashed: Paper Under the Knife," and displaying works by a few of those artists in its windows.
"My goal is to elevate paper as a commonplace medium to make it a medium of choice for creative people, whether it is just the way they embellish an envelope, wrap their gifts, or create unique cards, art, or fashion," said Berrie.
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