Construction Today - February 2011 - (Page 124)
dramatically demonstrate the coat’s value. “It’s kind of hard to evaluate just by looking at the garment or shopping the traditional way,” owner and president Robert Ruscio concedes. “So we’ve come up with these tech towers within the store that provide information on a category or the technology in a product. One of these is this walk-in freezer that’s been converted into a sort of lab. You basically walk into it, and there’s this dash panel along with speakers and visuals. The initial temperature in the chamber is 14 degrees Fahrenheit.” The winter weather rooms are approximately 6 by 7 feet on the outside and 6 by 4 feet on the inside. The additional 3 feet outside the customer compartment contains hidden condensers to produce the cold air as well as other equipment. Customers can adjust the temperature within the booth by turning knobs that activate two large, highly visible fans to blow cold air onto the coat. “Glass is on one side, so you can see your friend going in there and basically freezing,” Ruscio explains. “There’s a small little mirror, and there is a camera so you can see yourself on the monitor. That’s a cool feature. It can hit a temperature of minus 40 degrees Fahrenheit.”
Commercial | RUSCIO STUDIO
Innovation Par Excellence
This is the sort of innovation that customers seek from Ruscio Studio. “So what better way is there to test a product – and what better shopping experience can you create – than to actually go through this sort of test?” Ruscio asks. “People talk about it – everyone wants to try it. You see someone try it, they come out, they talk about their experience – it creates a lot of word of mouth, and it becomes part of your shopping experience. It definitely creates an impact.” Sales have increased substantially in the stores with the cold booths, Ruscio reports. “So it really is effective, and it really is a way of testing the product and seeing that it really does do what it’s supposed to do,” he emphasizes. The cold booths are not being installed in all of Mark’s 300 locations throughout Canada, but in some of its major or flagship stores. The new format for these stores expands their size to 20,000 square feet. Ruscio estimates the cost of such “shoppertainment” at $60,000 (Canadian) for one unit. “It comes at a cost, but it works for them,” Ruscio insists. “As a matter of fact, they’ve now asked us to develop something for their rainwear, which will have to create some sort of a rain effect in this sort of room.” It also could be
»Ruscio Studio specializes in designing interiors for retail
stores throughout Canada.
The Big Chill
CUSTOMERS CAN TEST THEIR WINTER COATS INSIDE A RETAIL CLIENT’S WINTER WEATHER ROOM DESIGNED BY RUSCIO STUDIO. BY RUSS GAGER
A customer of Ruscio Studio called Mark’s – a Canadian work and casual wear chain – presented that challenge to the interior design firm: How could they get customers to believe in its winter coat? Realizing that if seeing is believing, then so is feeling, Ruscio Studio decided that feeling how warm the coat was in winter weather at the point of purchase would
ou’re in a store comparing two winter coats that look the same but have different prices. What’s the difference between them? The tag on one extols all the wonderful, space-age fabrics and materials inside the coat that will keep you warmer in windy, wintry weather. But how do you know whether it really works?
CONSTRUCTION-TODAY.COM FEBRUARY 2011
Table of Contents for the Digital Edition of Construction Today - February 2011
Construction Today - February 2011
Out of the Blues
Wall Works USA Inc.
Pacific Pile & Marine
Dufferin Construction – Highways 403 and 401 Projects
Natt McDougall Co.
Abhe & Svoboda Inc.
McKinney Drilling Co.
ODOT/Miller Cable Co. – Northeast Ohio ITS Project
Barnard Construction – Snoqualmie Falls Hydroelectric Redevelopment Project
C.A. Barrs Contractor Inc.
Charles Blalock and Sons Inc.
Parsons Brinkerhoff, Hatch Mott MacDonald, Skanska USA, Dragados USA and Tutor Perini – Alaskan Way Viaduct Replacement
William Charles Construction – I-39 Repaving
CB Richard Ellis Canada
The Cadillac Fairview Corp. Ltd./PCL Constructors Canada Inc.
Fargo Pacific Inc.
Critchfield Pacific Inc.
Harold O’Shea Builders
Culpepper Construction Co. Inc.
Golden State Framers
Hudspeth & Associates Inc.
IMC Construction Inc.
Jones Lang LaSalle – Empire State Building Renovation and Retrofit
Econo-Malls Management Corp.
Turner Construction San Diego – New Central Library
Trotter & Morton – University of Calgary
Collavino Construction Co. Inc. – One World Trade Center
Danis Building Construction Company – The Indu and Raj Soin Medical Center
F.J. Sciame Construction Co. – Abraham Joshua Heschel School
Eckman Construction – Pinkerton Academy Freshman Building
The Hagerman Group – Parkview Whitley Hospital
Whaler Industrial Contracting Inc.
Construction Today - February 2011