1 of 6

J.C. Penney Shop-in-Shop

Houston, Texas

Building on the customer appeal of heritage brands such as Liz Claiborne, Haggar and Arizona Jeans, J.C. Penney has been reinventing its department store experience. The company sought Gensler’s help in refreshing the JCP brand environment and rolling out a new design in hundreds of its stores across America. Instead of impersonal and generalized grouping of merchandise, the stores now feature collections of smaller, branded shops and serve more as an inter-connected marketplace and experiential hub for shoppers.