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Rick Barrack

Rick Barrack is the chief creative officer at branding firm CBX, which recently helped Duane Reade do the impossible: execute a redesign to become cool (at least, as much as any drugstore can be cool).

"The dynamics of e-commerce, as it has evolved, created a new shopping behavior. People demand more information. And now, outside of e-commerce, we have to provide that as well," Barrack says. "... E-commerce has provided exclusivity, and people want that in retail stores. Duane Reade narrowed offerings to make it feel more relevant--and exclusive--to New Yorkers: At the Wall Street location, the sushi bar is called Up Market and there's a stock ticker; in Williamsburg, there's a growler bar. It's telling the consumer, We understand the way you live, where you live, and what you need from us."

Click here to read the conversation about making retail exciting again between Barrack and Story founder Rachel Shechtman, No. 80 on our Most Creative People list.