Like many large, time-tested brands, JCPenney was in the process of implementing big changes to create a more current identity. The idea was to shift from a merchandise-driven strategy and, instead, incorporate lifestyle moments in the JCP shopping experience. 

The project consisted of a 200,000 square foot flagship store with several lounge spaces within the retail environment, an in-store salon, barbershop, fitness and yoga space, and redesigned fitting rooms.

Studio: Jackman. CD: Bev Vaters, Cristiano Cartolano - Enviro Designers: Luiza Albertini, Amy Tipper, José Manuel Reyes, Antonio Cidade - ACD: Julie Bisson, Matt Rennick, Ocean Ronald - Copy: Deric Moore - Brand: Brendan Gore.