In a head-scratching move, Express NorthPark recently relocated from its longtime home near La Madeleine to a different storefront on the sleepy side of the mall, between Macy’s and Dillard’s. The new space opened softly last Friday, and a grand opening party is planned for this Thursday.
We always liked the layout of the previous store, open and airy, with entrances both front and rear. A new design concept, however, aims to emulate an urban loft.
At 15,000 square feet, we’re told this space is only slightly larger than the last. In person, dark ceilings and floating posts, while visually interesting, actually make it seem a bit smaller. Both men’s and women’s clothes are available, and the close quarters mean you’ll probably wander off into the opposite gender’s territory at least once on your first visit.
A giant flat screen television and modern sofa vignette have also been added, but they feel contrived, rather than cool.
On the bright side (no pun intended), the back room is illuminated by a striking industrial light fixture. Dozens of exposed bulbs hang suspended from the ceiling, surrounded by displays of denim. Now that’s downtown chic.
Whether you like the new space or not, this move still begs the question, why? Specifically, why relocate, if not for considerably increased square footage or a more prominent location?
Michele La Grego, Senior Vice President of Visual Merchandising and Store Design for Express answers, "We moved locations in the mall because we felt that it was a great space for our brand and the physical layout was better suited for our new store design.” She adds that this Dallas store is the first to feature many of the chain’s updated design elements.
Express NorthPark’s grand opening will take place this Thursday, October 28, from 6 to 8 p.m. The party is co-hosted by Modern Luxury Dallas and The Fashionistas.