CREW CT - The Real Estate Exchange 2016 Blue Ribbon Awards: Best Interior Design Project: Denali Retail Store, Westfield Mall

Trumbull, CT Denali opened its new prototype store at the Westfield Trumbull Mall in September of 2015. The design of the store was developed so the customer would feel as if they were encountering a copse of woodlands inside the mall. They enter through a forest edge, coming upon a small clearing where there are remnants of long past buildings and occupants, just as one would come upon when hiking in the woods to transport  the customer to the environment where they enjoy being most.

Nearly the entire store was built of reclaimed/recycled materials. The 16’ bark-on tree poles, which were destined for firewood, were given new “life” along the entire 130’ long storefront and within the store. All of the wood used in the wall displays and “buildings” was reclaimed. The cash desk and floor displays were built from items such as old wire spools, doors, trunks and barrels.

Denali is a 20-year-old, Connecticut-born company dedicated to community involvement. They sponsor activities and training events that encourage healthy living for individuals and families and support a variety of local causes and organizations. Their non-profit foundation provides opportunities for kids to experience the outdoors.

The Westfield Trumbull Mall is a hub of commerce in Fairfield County. Its success provides jobs for hundreds of people. As Westfield works to thrive during a challenging and competitive economic time for retailers, providing elevated, unique shopping experiences is key. The transformative feeling of entering the Denali store, attracts customers and contributes to their goals for rejuvenation. People often approach the trees, touch them and exclaim “it’s real!” delighted by the opportunity to connect with nature indoors.

Filling a store with actual tree poles comes with a number of challenges. Tree poles are not your average interior building element, so there aren’t codes and guidelines to govern their use. In considering fire rating, they were categorized as heavy timber, with a “wallpaper” (bark) covering, which is allowable by code. To be extra cautious, they were also sprayed with a Class A fire-rated sealer. To ensure the safety of the pole installation, every detail was engineered. Special care was taken in assessing the floor slab for dead-load and point-load capacity, including for the battery-powered forklift required to deliver and install the poles.

Developing solutions to tackle hurdles is inherent in doing something unprecedented. From Denali, to Westfield, the building inspector and fire marshal, the design team, and the construction team, this project was a true example of teamwork. Everyone came together with a spirit of “let’s figure it out!” to allow this store to come to fruition.