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Artel

Bessie Nestoras -- Gifts and Dec, 8/6/2011 6:37:54 AM

Pedestals Just like her crystal glassware, old world charm mixes with a modern aesthetic at Prague's Artěl - designer Karen Feldman's shop that sells Artěl Glass, her handmade crystal glassware and jewelry. The store is located in one of the most visited locales in the city - Charles Bridge - the perfect spot for any retailer. But the biggest challenge Feldman faced was making sure her store could be spotted from the bridge.
"Charles Bridge is one of Prague's landmarks and most important tourist destinations in Prague. The challenge in any tourist destination is how to make your brand stand out, as everyone is vying for the same audience," explained Feldman.
Although the 750 sq.-ft. store is located below the bridge - a perfect location - it would easily get lost without an eye-catching store front. So, Feldman set out to make sure the shop really popped through the use of repetition, colorful windows and adding illuminated signage which remains lit 24 hours a day.

Indoor Facelift
Pedestals      Next, Feldman took on the interior. She redid the floor to match what the original late-1700s floor would look like. To make sure she got it right, she referenced the floor in her landlord's apartment, right upstairs. Dovecote displays were built, but out from the wall because the contract required that all construction is removable.
     Pedestals were also created that could either be hung on the wall or placed on the floor. These display pieces are easily adjustable so new settings could be made to freshen up the store regularly. Feldman's creative chops really kicked in when she decided to use antique cow troughs as display units. "They are wonderful for display, but equally wonderful as a conversation piece as they are 100 percent unique," she said.
     The jewelry display also had to be inviting. "We created a new way to display jewelry - using very long cabinets that can easily be accessed by our customers. I believe it is essential for customers to be able to physically touch items in a store, and this display cabinet has proved very successful," said Feldman.

The store owner/designer wanted to create a space that reflected her brand's image. To tie everything together, she stuck to the company's signature gray color. "Since 2000 we have always used the color gray as the setting in which we show our glass both for wholesale and retail," she explained. Feldman also carried over the first store's look into the new one by incorporating the dovecote displays. That store, opened in 2007, is located just across the river in downtown Prague.

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