Exploring the existing brand to set the stage for
LizView nationwide shop-in-shop reimagining and rollout, a deep dig was undertaken to inform what defined the traditional Liz Claiborne customer, what would engage a new generation of working women and how that would manifest itself environmentally. Evolving key attributes defined the roadmap for all experiential touchpoints to follow. "Classic" became "Timeless," "Aspirational," "Confident." "Accessible" spoke to "Comfortable." These qualities translated into a palette and design vocabulary that defined the brand aesthetic while conveying a relaxed, carefree quality.

The 14,000-square-foot space opens itself to Fifth Avenue with a two story glass façade and a 400-square-foot atrium, blurring the boundary of exterior and interior space and opening passers-by to the world of Liz. The atrium also provides a showcase for a Dale Chihuly glass installation specifically tailored for the new open corner.