by Frank White, Davis Wince, Ltd., Director of Retail Services
Davis Wince, Ltd. was honored to be the retail planning partners for the United States Holocaust Memorial Museum (USHMM) in Washington, D.C. on the National Mall. The task was to renovate the Main Shop and remote Kiosk. The Kiosk is situated at the end of the museum’s self guided tour on the second floor. The first phase of the project, the Kiosk completed in March 2013 and the resulting sales increase tracking 70-80% speaks for itself.
A key to the success of the Kiosk was a clear vision by the USHMM Business & Architect’s offices for the merchandise to be sold, sales and customer history, the aesthetic criteria of this delicate institution and the minutest element of their operations process. From this the team developed and refined the finished concept.
The tour of the USHMM is very emotional to the visitor. Completion of the tour is not a moment for excitement but a reflection of what the visitor just witnessed. The merchandise of the Kiosk supports the Museum’s message to not only reflect on what the visitor has seen, but it is also a call to action. The message is very visual and urgent.
Subtle detail is added to keep focus on the museum product..
The checkout station is highly merchandised and efficiently planned to minimize size, maximize merchandising, and provide easy access to IT components with pull-out trays and cable paths.
In these days of declining book sales, books are alive and well at the USHMM Shop. The integrated poster display with stock below and a storage closet behind help maximize space.
Davis Wince, Ltd. looks forward to the renovation of the Main Shop and deployment of new Donation Box Kiosks throughout the Museum to support their core mission of not only recognizing the history of the Holocaust but also recognizing the continuing genocide in the world today.