With 570 independent retail boutiques and a department-store presence worldwide, BCBG Max Azria Group is a fashion powerhouse. Max Azria is the forward-thinking fashion designer of three critically acclaimed global collections — BCBGMAXAZRIA, Herve Leger and BCBGeneration.
Since 2007, BCBG has turned to Coloredge for its experience in producing dimensional displays and custom-fabricated visuals for the luxury retail market. Coloredge brings a deeply talented team of design engineers who are tightly aligned with BCBG’s creative philosophy and brand. Together, the two companies produce experiential architecture year-round that captures shoppers’ attention across three of BCBG’s major collections.
All displays are engineered and manufactured in the Coloredge Los Angeles production facility. With final approval from BCBG creative, Coloredge scales each display, produces it in large quantities for global distribution, and ships in non-breakable pieces with simple instructions for installation by store staff.
- BCBGMAXAZRIA – For BCBG’s Rodeo Drive, Beverly Hills flagship location, Coloredge was challenged to produce a weather-resistant, 10-foot chandelier for the atrium awash in sunlight. Coloredge tested substrates from styrene to vinyl to find the perfect medium, and the chandelier was featured over several seasons.
- Herve Leger – For this high-end collection catering to an elite follower, Coloredge worked closely with BCBG creative to produce a combination of gold leaf and feathers with cardstock, styrene and foam core to create wispy fronds, white-washed Cape Cod shutters and animal figures to transport shoppers to the Northeast coast.
- BCBGeneration – Coloredge produced 24 tri-vision modular panels that created a pictorial from all angles for the windows of the BCBGeneration collection. Shoppers viewed a colorful landscape from the rear of the display as well as from the sides and front.
Substrates Are The Playground
What sets Coloredge apart from other visual display companies is its keen ability to take a visual concept and turn it into a scalable, practical product. Coloredge design engineers use substrates and inks as their playground. Studio teams regard all fabrics, polymers, woods, glass, plastics, metals, and other materials as equal fodder to create new masterpieces never before showcased by BCBG.
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