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."
Illustration by Zoran Lucic