Liverpool Department Store, Interlomas, Mexico - IRDC

IRDC 2012 | CASE STUDY: LIVERPOOL DEPARTMENT STORE | INTERLOMAS, MEXICO 

CASE STUDY | Interlomas Department Store, Mexico 

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PRESENTED BY 

| MARTIN PEREZ 

DIRECTOR OF STORE PLANNING | LIVERPOOL 

Liverpool is one of Mexico’s largest chains of 

department stores and for 165 years, is one of the 

most trusted and recognized brands in Mexico. 

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PRESENTED BY 

| YOUNG ROK PARK 

VICE PRESIDENT & CREATIVE DIRECTOR | FRCH 

FRCH is an award-winning strategic design 

and architectural firm that creates experiences 

for retail, hospitality, food & beverage, and 

mixed-use clients. 

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PRESENTED BY 

| CLAUDIA CERCHIARA 

VICE PRESIDENT | FRCH 

FRCH is an award-winning strategic design 

and architectural firm that creates experiences 

for retail, hospitality, food & beverage, and 

mixed-use clients. 

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| DESIGN EVOLUTION TO ENVIRONMENTAL REVOLUTION 

| PART 01 

EVOLUTION OF THE LIVERPOOL BRAND 

| PART 02 

LIVERPOOL INTERLOMAS 

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PART 01 | EVOLUTION OF THE LIVERPOOL BRAND 

Chihuahua | 2001 

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| LIVERPOOL HISTORY 

“Let’s start by knowing 

WHO Liverpool was before...” 

» Founded by Jean-Baptiste Ebrard in 1847 

» Goods sold out of wooden crates in Mexico City 

» Imported goods out of Port Liverpool, England 

» One of the founding corner stones is"Client Trust" 

Queretaro | 2001 

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| IN WHOM DO THE MEXICANS 

PLACE MORE TRUST ? 

50% 

45% 

40% 

35% 

48% 

27% 

16% 

11% 

9% 

Family 

Church 

Army 

The President 

Government 

30% 

25% 

20% 

15% 

10% 

5% 

0% 

8% 

8% 

Supreme Court 

Police 

Family 

Army 

Government 

Church 

The President 

Supreme Court 

6% 

5% 

Deputies 

Political Parties 

Police 

Polical Pares 

Depues 

Irapuato | 2003 

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| LIVERPOOL & FAMILY 

» The first department store was 

inaugurated in 1936 



» Goods for the entire family, as 2nd cornerstone 

» Family-orientated and client trust 

keeps the company growing 

» The slogan “Liverpool es parte de Mi Vida" 

(Liverpool is Part of My Life) speaks of 

becoming part of the Mexican lifestyle 

for 165 years 

Guadalajara | 2003 

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| LIVERPOOL GROWTH 



» Mexican retail competition become 

fierce in 1990 

Chetumal | 2004 

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| LIVERPOOL AT THE TURN 

OF THE CENTURY 

» Quest for greater shopping experience 

» Conducted studies for client perception 

of the Liverpool brand 

Ecatepec | 2005 

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LIVERPOOL BRAND DRIVERS 

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| VISUAL BRAND DRIVERS TM 

Challenge #1: Understand what your client wants 

VEHICLE 

OBJECT 

ANIMAL 

FURNITURE TEXTURE CELEBRITY 

BUILDING 

DRINK 

ACTIVITY 

Parque Delta | 2005 

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| VISUAL BRAND DRIVERS TM 

Evolving with the Family 

Inspiration for Liverpool Interlomas design 

AVANT GARDE 

EVOLUTION 

ADAPTABLE 

TRANSFORM 

MODERN 

UNIFIED 

VISION 

VERSATILE & 

AN EXPERT 

OPTIONS 

WELCOMING 

BRAND EXPERIENCE 

& PERSONALIZATION 

FAMILY LIFE 

IN MOTION 

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Interlomas | 2011 

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PART 02 | LIVERPOOL INTERLOMAS 

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| INTERLOMAS OVERVIEW 

COMMUNITY 

Challenge #2: Understand where your 

store will be located 

» Northwestern suburb of Mexico City 

» Well-educated and healthy economy 

» Access to international travel 

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SITE 



» Not friendly to pedestrians 

» Lack of green spaces for kids and families 

» Privileged corner visible from 

many places in Interlomas 

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GOALS 



» Act as a destination and entertain the consumer 

» Provide optimal shopping experience 

» Provoke social gathering and change the way 

consumers interact 

» Start a process of constant evolution that creates 

a better shopping experience for the family 

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SPATIAL PROGRAM 

» Liverpool’s new flagship department store 

» Totals 319,000 sq ft and four 

levels of department store 

» Includes Experiencia Gourmet 

and urban rooftop park 

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| INTERLOMAS ARCHITECTURE 

FAÇADE 

The eye-catching exterior shell intrigues 

the passerby at first glance 

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ARCHITECTURAL CONCEPT 

Contemporary urban reinterpretation of the 

public plaza/park concept creates a place where 

both individuals and family can spend time 

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URBAN ROOFTOP GARDEN 

Creation of a new business of its own... 

Experiencia Gourmet 

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RESTAURANT 

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ROOFTOP GARDEN 

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LIVERPOOL + FRCH 

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| LIVERPOOL + FRCH 

» Ten Year History with Liverpool 

» Store of the Future 

» Liverpool Zapopan: open 2009 

» Liverpool Polanco: completed 2010 

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LIVERPOOL ZAPOPAN 

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IMAGES (place holder) 

Satelite, perisur, polanco insurgentes 

santa fe, guadalajara, curnavaca 

mochis? 

LIVERPOOL POLANCO 

??? 

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IMAGES (place holder) 

Satelite, perisur, polanco insurgentes 

santa fe, guadalajara, curnavaca 

mochis? 

??? 

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INTERIOR ARCHITECTURE | INTERLOMAS 

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“ Welcome to Liverpool Interlomas—where 

you feel fresh, stylish and comfortable 

while shopping. The store acts as a fashion 

stage, social destination, and source of 

entertainment for the customer. This is a 

store for me and my family.” 

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WHAT WE HEARD 

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FRESH & NATURAL 

FIVE FOCAL POINTS AT ARCHITECTURAL CORE 

MERCHANDISE IS THE HERO 

ABSTRACT NATURE THROUGH FORMS AND SHAPE 

WARM COLOR AND ORGANIC TEXTURE 

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PLANNING STRATEGY 

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1 

2 

3 

4 

5 

HORIZONTAL FLOW 

MAIN CIRCULATION 

Round flow 

Clean, wide, and simple aisles 

Easy shopping experience 

SECONDARY CIRCULATION 

Curved architecture 

Dramatic journey 

Feminine style architecture 

CENTER CORE 

Highlighted core 

Navigational tool 

Simple and bold architecture 

Organically-shaped escalator well 

SUB CORE 

Architectural focals 

Individual worlds 

Varying looks and feels 

OUTPOSTS 

Entrance transition between worlds 

Presentation of latest trends 

4 

TITLE 

5 

1 

2 3 

4 

5 

5 

5 

4 

4 

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VERTICAL FLOW 

warm 

R 

GREEN OASIS | Restaurant & Roof Garden 

Maximize warmth by bringing in nature 

Experience maximized “green” 

Exposed natural light with contemporary architecture 

Provides green oasis for city 

ROOF 

3F 

3F FASHION HOUSE | Home & Furniture 

Create a hospitable yet stylish retail environment 

Hint of exposed structure mixed with well polished walls 

Natural texture and vivid color accents 

TITLE 

3F 

2F 

1F 

2F WARM CONTEMPORARY | Men's, Kids, Electronics, Sports 

Create well-balanced space between sleek modern architecture 

Fresh colors, natural finishes, and organic shape 

Use humor to add emotion into space 

1F FASHION GALLERY | Cosmetics, Women's, Juniors 

Create well-balanced space between sleek modern architecture 

Fresh colors, natural finishes, and organic shape 

Use humor to add emotion into space 

2F 

1F 

cool 

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ARCHITECTURAL DNA 

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WHITE ARCHITECTURE 

SMART CURVES 

CONTEMPORARY STYLE 

OVER-SCALED VISUAL IMPACT 

NATURAL WARMTH 

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WHITE ARCHITECTURE 

Use white as architectural background 

Clean and fresh, let the visuals speak for themself 

White brings flexibility into the space 

Black accents convey a fashion statement 

Pink accents reinforce the Liverpool Brand 

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SMART CURVES 

Use curved pathways to make it easy 

for customers to shop 

Dynamic journey and energetic shopping experience 

Play with curves to create beautiful vistas and sight lines 

Use big gestures for "wow" factor 

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CONTEMPORARY STYLE 

Sleek forms 

Clean materials 

Aim not to be a part of modern culture, 

but to be a leader of culture 

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OVERSCALED VISUAL IMPACT 

Hyper-scaled focals as a magnetic tool 

Visual "wow" at the heart of each department 

Turn the volume up on each display 

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NATURAL WARMTH 

Add warmth through natural materials 

Organic patterns, form, texture, and finish 

Stimulate the senses to create an inviting atmosphere 

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WOMEN'S SHOES & HANDBAGS 

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WOMEN'S APPAREL 

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JUNIORS + YOUNG MEN'S 

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MEN'S SHOES 

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GARDEN FURNITURE 

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APPLIANCES 

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ADD IMAGE 

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| COLLABORATIVE TEAM 

COORDINATION | Liverpool Design Team, Mexico 

INTERIOR ARCHITECTURE | FRCH Design Worldwide, Cincinnati OH 

ARCHITECTURE | Rojkind Arquitectos, Mexico 

INTERIOR DESIGN, GOURMET WORLD | Lewis Moderly, JHP Design, London 

LANDSCAPE, ROOFTOP GARDEN | Thomas Balsley Associates, New York 

PHOTOGRAPHY | Paúl Rivera & Jaime Navarro 

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| CONCLUSION 

As Liverpool looks towards the 

future, they are focused on creating 

environments that are multifunctional 

destinations. 

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| CONCLUSION 

Environments that are so much more 

than a "store", but a place for families to 

interact with each other, grow and create 

memories for years to come. 

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| CONCLUSION 

It is Liverpool's vision to become 

an integral part of each city it calls 

home, providing a space for human 

interaction and enhancing the 

cultural fabric of each location. 

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+ 

more to come... 

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For more information... 

Martin Perez 

e | maperez@liverpool.com.mx 

p | 011.52.55.5268.3186 

Young Rok Park 

e | ypark@frch.com 

p | 513.362.3431 

Claudia Cerchiara 

e | ccerchiara@frch.com 

p | 513.362.3317 

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Liverpool Department Store, Interlomas, Mexico - IRDC

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