The Great Department Store: A Reinvention Story
Gump’s has defined a San Franciscan lifestyle since they opened their doors at 135 Post Street in 1861. Through curating an assortment of new world objects and old world art they have always been more than a store, they have been an institution. One that has taught generations of San Franciscans how to pass through life, celebrate milestones, and become a member of society. In a city that lives by booms and busts, their role hasn’t waned in over 150 years.
What’s exciting is that by digging in deep to what Gump’s is all about, they can be what we’re looking for today’s brands to be; an authentic collection of experiences and objects that enriches our life with memories, not just sells us products. In effect, by leaning deeper into that authentic San Francisco experience and leveraging the technology available at their doorstep, they have the ability to lead what retail could be, and pave the way for another successful 150 years.
To model a taste of what technology could help do, I built a prototype of a concept website (password "gumps") for gumps.com. My goal is to illustrate how their ecommerce presence could better align with the rich experience offered within the walls of their store. Focusing on a web presence that is filled with imagery that elicits the grandeur of 135 Post Street. The site aims to offer a path that is the virtual equivalent to stepping off Maiden Lane into the store, climbing the stairs, wondering along the way to admire a piece, take in a conversation, and in the end, fully experience the Gump’s brand. When along that journey you do find a particular item of interest, there is space in the site’s UX for the storytelling element you experience when you pick up an item on the shelfs in store, bringing a bit of the highly educated team to the guest who can’t make it to the physical store.
What you don’t see, but would be essential in a proper site, are features that enable a high-end, extremely tailored, and seamless ecommerce experience. Think data-driven learnings to populate individualized offerings like Amazon does now, a continual rotation of editorial content like Tory Burch’s Daily, a little extra personal connection like Hall’s Experts team, and a little blending of online/offline like Rubenstein’s Style Sessions.
In the vein of experience, what is a 15 minute errand anywhere else, at 135 Post St turns into a two hour exploration of being surprised, delighted, and educated. Gump’s guests linger and stay. Why not lean into that? Bring back the day long department store experience? Begin the day with a coffee bar off of Maiden Lane perhaps. Stay for a lesson in how to host the perfect dinner party. Wrap up a work day with a cocktail at the bar hidden up on the 5th floor that plays host to weekly salon series. Attend a lecture hosted by Ken Fulk about the latest in San Francisco design and take home his latest coffee table book and candle. Become apart of the San Francisco community by joining the Symphony for an intimate fundraiser in the store’s lobby.