Sound and Communications - July 2008 Issue

dubbed the Shoppes at Moyock, whichincludes shops such as The Java Deli.Jolly GiantBy the year 2010, Adamstown PA arearesidents will have access to a 57-acreshopping center, called Cocalico Commons.A 76,000-square-foot Giant FoodStore and a 117,000-square-foot Lowe’shome improvement center are tentativelyscheduled to open there. Negotiations foran as-yet-unnamed 124,000-square-footanchor store are continuing. Plans entail2000 parking spaces and five commercialparcels for restaurants and banks.In Gainesville VA, construction is nearingcompletion at The Shops at Stonewallshopping center, which will be anchoredby Wegmans supermarket. The developerclosed on the acquisition of roughly 37acres of land in May 2007 with plans for a317,076-square-foot community shoppingcenter that includes a 140,000-square-footWegmans. When finished, the center willfeature 27 stores, restaurants, banks andshops. The center also will include suchmerchants as Staples, Michaels, Ross,Dress for Less and Bed, Bath & Beyond.In Irvine CA, an Asian-themed shoppingcenter will feature multicultural cuisine,including the Korean BCD Tofu House,the Beverly Hills-based Tokyo Table restaurantand Beard Papa’s. The 25,000-square-foot H Mart, the first in OrangeCounty, will anchor the two-story DiamondJamboree Shopping Center. At thiswriting, the supermarket was planned foran early July opening, but other stores, includingthe Guppy Tea House Café, wereexpected to have been open already. Thecenter should be fully in business, with42 tenants, in mid-September. The centeris about 70% leased, with the remainingspots for a bank, restaurant, retailer, dentaloffice and law office.When customers enjoy shopping at yourclient’s mall or retail center, they are moreapt to return. Most every shopping meccaoffers a range of products and services. Assuch, immersive AV just might be the criticaldistinguishing factor.n‘Beauty’ of Technology(Continued from 41)out that Color Kinetics lighting,the ceiling material, avintage chandelier and terrazzofloors were other elementsthat served to maintaina consistently high qualitythroughout the space. “Afterwe designed the ribbon, we designedthe cove ceiling.” Barrisolinstalled its own brandedStretch Fabric ceiling material.“This membrane hides the fixturesand creates a glow. Butwe didn’t want light to hit thered wall because it would haverefracted red light all over thestore.Graze The Wall“The light had to comestraight down, graze the walland not flood the wall. In fact,the client was most concernedabout people looking red in abeauty store. And that neverhappened because the lightingworked perfectly.” Thelarge display case on the leftwall has all backlit glass withColor Kinetics lighting. Thus,lighting is a key component inthe store’s makeover.On your journey throughthe store, you’ll be walkingon a custom terrazzo floorcomprised of marble chipswithin a matrix. And as youstroll, you’re sure to notice anantique, six-foot-high, ornatechandelier comprised of about100 19-inch cylinders. “Wefound it in an antique storein Montreal,” related Leitch.“It reflects the connection betweenthe old original buildingfaçade and the newly remodeledstore. It’s kind of an apexof the journey through thespace. It ties the old and thenew together.” Specifically, thisspace has been the home ofElizabeth Arden’s famed RedDoor since 1930. It’s housedin the Aeolian Building at 54 thStreet and Fifth Avenue.Historic BuildingInformation from New YorkCity’s Department of Records(www.nyc.gov.shtml) aboutthe historic building bringsus further into Arden’s historybecause the building wasconstructed in the mid 1920sand derives its name fromthe Aeolian Company, whichmanufactured roll-operatedinstruments. Sound familiar?Recall, then, the Aeolian musicboxes and player pianos,among other instruments.Thus, the chandelier is rightat home, housed in a buildingthat harkens back to thenostalgic, ornate commercialbuildings of the ’20s, with theAeolian’s fanciful rounded corner,curves and angles—a farcry from today’s sleek glassand clean-lined office towers.How: Business(Continued from 24)associated with effectivemedia use is associated withhuman communication. Thesecond problem area is skilllevel, followed by inadequatetechnology.After I gather the informationfrom my observation,and from a few interviews,I put together a report thatcontains the findings andrecommendations that Ibelieve will improve theeffectiveness of their mediause. My softly worded, 50- to100-page, but to-the-pointreport provides a holisticrendering that enables theleadership, and the mediateam, to understand howthey are currently usingmedia and how they couldIn addition to the interviewsand sources mentioned here,we also want to acknowledgetwo very helpful people behindthe scenes: ElizabethDePace, marketing coordinator,Highland Associates,and Lynn Stefanelli, publicrelations manager, McCannSystems.neffectively use media to addressa wide assortment oftheir communication needs.This is a very small sliceof the approach I typicallyemploy to help a house ofworship to understand mediause. There is much more tosay regarding this importanttopic.In Part 3, we will lookmore in-depth at the type ofinformation I provide in thereport to worship leaders. Ibelieve that effective humancommunication in tandemwith appropriate media usewill significantly enhance theworship experience. But Iwould like to know what youbelieve. Send your thoughtsto dlee@testa.com. nJuly 2008 63