GiftCenter & JewelryMart
Bright interiors and a color-coded wayfinding system transform this wholesale jewelry emporium into an elegant retail destination.
The San Francisco GiftCenter & JewelryMart occupies part of the 1st floor and all of the lower at 888 Brannan Street in San Francisco’s vibrant South of Market (SoMa) district.
When Beacon Capital Partners purchased the building, the wholesale jewelry emporium and its 120 showrooms felt dismal and disconnected. Beacon asked ESI Design to give the space a more upmarket, unified feel.
ESI’s improvements include a new signage and wayfinding system with a consistent graphic identity that helps visitors navigate the maze-like space. ESI conceived four interconnected ‘neighborhoods’ named after gems—Emerald Garden, Ruby Quarter, Sapphire Court and Gold Place—each with a corresponding color.
A new directory of showrooms provides greater visibility and helps orient visitors, and custom carpeting and lighting brightens and unifies the corridors. The redesigned lobby is a welcoming experience with high-end finishes, new lighting treatments, sophisticated furnishings, and pops of color. Outside, sophisticated signage on the facade strengthens the GiftCenter & JewelryMart’s street presence.
The result is a brighter, more accessible and easily navigable space, and more satisfied tenants and shoppers.