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CSA First Look: J.C. Penney's Brooklyn Debut


J.C. Penney Co. is testing new design treatments, merchandise presentations and service options at its new — and first ever — location in Brooklyn, New York. Located at Gateway Center, the 124,000-sq.-ft., single-level store boasts a contemporary exterior that incorporates clean lines, large glass panels, red accents and the unmistakable Penney logo.

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The interior is bright and modern, with large murals of local landmarks. A variety of flooring surfaces, including polished concrete, wood laminates and grey ceramic tile, complement the streamlined design.

Other new and notable features include:

• Separate footwear presentations for men, women and children, with the sections adjacent to the respective apparel departments.

• A self-serve, open-sell format for men’s and children’s shoes.

• A dedicated shoe clearance room for bargain hunters.

• Increased emphasis on fashion jewelry, with mirrors, LED lighting, color stories and coordinating earrings and bracelets.

• A completely redesigned fine jewelry department, with gray tile, special wall coverings and sleek cases featuring bright LED lighting helping spotlight diamonds and precious gems. The fine jewelry department includes new, all glass watch cases, with LEDs.

• A fully realized intimate apparel department, complete with mannequins, frosted glass and visual treatments.

• Updated fixturing.

• The Brooklyn store also furthers Penney's efforts in energy conservation by being certified by the EPA as "Designed to Earn the Energy Star.” It will use approximately 45% less energy than a prototypical Penney store built just three years ago.

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