Indigo has introduced its cultural department store concept in the US market with the first location at The Mall at Short Hills in New Jersey. Credit: Ellen McDermott (CNW Group/Indigo Books & Music Inc.)

Canadian retailer Indigo has introduced its cultural department store concept in the US market with the first location at The Mall at Short Hills in New Jersey.

Designed by global design firm Burdifilek, the 30,000ft2 store marks Indigo’s entry into the US.

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The store is divided into five zones and features a wide range of sections, such as Wellness, Joy of the Table, A Room of Her Own, Home Beautiful, IndigoKids and IndigoBaby.

The spatial planning and programming are aimed at offering an enhanced experience to customers while exploring the store.

“Retail innovation requires great partnerships and a deep understanding of space planning and contemporary design principles.”

Burdifilek creative director and co-founder Diego Burdi said: “Indigo has been on an incredible journey over the past few years. The new concept store at Short Hills is the culmination of a creative and considered design process, one that fully captures and realises the notion of a cultural department store for booklovers.”

In addition, the design firm has custom-designed freestanding fixtures such as accent tables, bookshelves, and merchandising elevations for reinforcing the Indigo brand identity.

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The cultural department store is designed to offer booklovers a physical and digital meeting place offering books, music, art, ideas, and lifestyle products.

Indigo CEO Heather Reisman said: “Retail innovation requires great partnerships and a deep understanding of space planning and contemporary design principles.

“With their knowledge of consumer engagement and a sophistication drawn from years of global retail design innovation, Burdifilek has been an integral part of our recipe for success.”