When the Detroit Institute of Art facility, in Detroit, MI, underwent an extensive renovation and expansion, so did its Museum Shop. The DIA Museum Shop moved from a long, narrow 1,845-square-foot space with “a mish-mash of fixtures that were never updated,” said Cathy Sweier, director of retail operations for the DIA, to a brand new 3,052-square-foot space across the lobby.

Because the shop aims to enhance the visitor's overall museum experience through innovative and inviting shop design, exceptional product display, and outstanding customer service, according to Sweier, retail design firm JGA of Southfield, MI, was chosen to create the interior design. JGA's charge was to create a plan to complement the style of surrounding building, and endow it with a shop-specific identity to entice museum visitors into the space.

The new DIA Museum Shop features a simple and timeless contemporary look with a yin-yang of dark wood and brilliant white glass to create contrast and harmony. At the entry, flanking display cases became the welcoming merchandise displays.

An open wood and glass shelving unit faces an enclosed internally illuminated glass case. A tall fixture concealing an existing column near the store entry is designed to be a feature element, and is dedicated to the glass art of Dale Chihuly.

Throughout the rest of the space, the shelving, which can be adjusted to accommodate changing museum product needs, features wood uprights with shelves of wood or glass. A key focal element at the center of the shop is the jewelry loop, which is sectioned into a geometric layout of three runs of cases, all with internal LED strips for illumination. The decorative arts and pottery are featured at the rear of the store, where their soft glow draws visitors through the space, while the children's area is located in a corner to maintain order with large school groups.

The space features no natural light, so a major focus was put on how to add and integrate illumination to create a sense of openness and to effectively light the merchandise. JGA created a radiant and inviting environment with backlighting and indirect lighting that makes the store more appealing.

“We've been getting so many compliments on it,” said Sweier. “The way JGA designed it … they illuminated the whole back space. It really draws you into the store.”

Customer traffic and sales are up too; even with the shop closed for the first four months of the fiscal year, business has almost doubled from 2006–2007.