Jason Welker

Westfield Stratford, UK - Westfield has the highest of standards for tenant criteria. When we downsized an existing store into a smaller footprint we had a mandatory full height glazing requirement with a design control zone of 5 meters. Hollister had typically skirted these requirements with back painted glass or full height video. Within a limited budget the lighting designer (Erik Michael) and I came up with this color changing concept where programmed LEDs take the storefront from a sunrise to sunset within a 45minute loop. Faux palm trees sway in a gentle breeze from palm fans above. An additional cost saving measure of splitting the glazing allowed us to use typical sizes instead of a curtain wall system. All in this new concept only cost us $20,000.00. This can be seen in a later iteration at Westfield London.

Westfield Stratford, UK - Here is an image as the sun is setting. Creatively hidden recessed pockets hide the LEDs from customer view. The lighting design was based off of theater lighting with different colors above and below mixing to create the illusion of a sunrise and sunset.

Westfield Stratford, UK - A detailed photo of the storefront palm tree.

5th Avenue NYC - I redesigned and implemented this reimagined and remodeled Hollister on 5th Avenue in 2017. I was responsible for all design and architectural coordination on the remodel with this new storefront. The old storefront was completely removed, and pushed up to the lease line. The interior was opened up, circulation reworked, cash wraps added and concept uplifted.

5th Avenue NYC -Due to 5th Avenue signage limitations, I changed the prototypical burgundy signage to gold, since it could not be backlit or halolit. It turned out so great we modified all of our chain signage because of it.

5th Avenue NYC - Blending the old with new resulted in blasting openings in the existing layout in order to ease traffic patters. I also created some custom millwork pieces that could function as either marketing implementation or fixed as cabinets for peak seasons.

5th Avenue NYC - In the denim room I implemented a new brand color to offset the jeans, and also work within the existing palette. Sometimes the smallest changes make the biggest impact.

Deira City Center, Dubai UAE - Hollister - I did this project from SD through CDs. The shopfront window was a custom design with the first floating corners, and a new wainscot and signage element that I designed and later added to the prototype.

Mirdif City Centre - Dubai. For this project I created a new design control zone detail that then rolled into the prototype for future stores with double height storefronts. The glazing here was 14'-0" tall, the tallest unbroken glazing in the fleet.

University Towne Center in San Diego, CA. Before and after; after by yours truly.

UTC was a beast of a TCM to adhere to, but we pulled it off!

UTC - This was the first ever sunshade for Hollister. It was a 36" cantilever that I designed, sourced from a new vendor and implemented. The idea was that it was an extruded storefront rib, still speaking to the prototypical language.

UTC - Design control zone working around the existing ceiling height conflicting with Landlord required taller glazing. The result was this cool recessed pocket.