Women’s fashion company Altar’d State underwent a strategic transformation from online retail to brick-and-mortar locations to deliver a connected omnichannel experience across its brands.
Challenge
Creating a multi-brand retail program required a design approach that could maintain a cohesive customer experience while expressing each brand identity, including Altar’d State, Arula, AS Revival, Tullabee, and Vow’d. The spaces needed provide a place of respite, creating memorable environments that support both in-store and online engagement.
Solution
Rich natural materials, greenery, and strategically placed lighting create a welcoming sense of place, while brands are distinguished through unique architectural elements, ceiling conditions, and display features. These include playful ceilings for Tullabee, art glass clerestory windows for Altar’d State, and the rattan river ceiling installation and meditation dome fitting rooms at AS Revival.
Outcome
The program advances a connected omnichannel experience across the Altar’d State family of brands while supporting the company’s Stand Out. For Good. mission and commitment to positive social impact. By creating differentiated yet cohesive environments, the stores strengthen brand identity, encourage customer engagement, and maximize sales per square foot.
AS Revival
The customer journey culminates in the fitting room, designed as a transformative destination within the store
Each brand is defined through distinct architectural features, from Tullabee’s playful ceilings to AS REVIVAL’s rattan river installation and meditation-inspired Sanctuary fitting rooms.
Tullabee
Altar’d State is a modern-day women’s fashion company that aims to inspire and empower its customers by providing a distinctive shopping experience offering a place of respite through highly designed spaces. A strategic transformation from online retail to bricks and mortar locations provided an opportunity to create a connected omnichannel experience for its multiple brands including Altar’d State (chic clothing), Arula (mid and plus size clothing), AS Revival (active wear), Tullabee (children’s wear and Vow’d (bridal fashions). Each brand embraces unique architectural elements, ceiling conditions, lighting and greenery. Every store begins with a concept and inspirational vision using 3D illustrations from concept to final design to create a memorable and experiential space.
NORR collaborates with Altar’d State on the purposeful design of every location, in shopping centers and street fronts, in a holistic approach considering the journey from the moment one approaches the store entrance. The simple yet comforting, modern design sets out to evoke a feeling of place. As one passes through the threshold and approaches the sales floor, this comforting feeling is further heightened by way of the rich, sophisticated natural materials with strategically placed lighting which further sets the tone. As one begins to move through the sales area and fully experience the brand, each space continues to tell a story leading the customer into the sanctuary space where one reaches the point of physically and visually transforming into the clothing. The use of architectural elements such as playful ceilings for Tullabee, an art glass deco clerestory windows for Altar’d State, and the rattan river ceiling installation leading to the meditation dome fitting rooms at AS Revival are just a few of the unique design characteristics that NORR helps to bring to life.
The Program works to realize multiple benefits for the brand and consumers by building on the foundation of the Altar’d State mission for positive social impact through its initiative, Stand Out. For Good., advancing creativity for a connected online and in-store shopping experience, and maximizing sales per square foot.
