Whom You Know: BIG APPLE BUSINESS: The HBO Shop

Monday, April 13, 2009

BIG APPLE BUSINESS: The HBO Shop

The HBO Shop SM is an exciting extension of the HBO® brand offering new products from HBO’s line of award-winning programming including Entourage®, The Sopranos®, Sex and the City®, Flight of the Conchords SM and True Blood. The HBO Shop, which opened in December 2006, offers limited edition Entourage watches and t-shirts to Sex in the City jewelry and totes to The Sopranos poker sets and glassware. Dedicated to developing innovative product lines, the HBO Shop recently introduced earth-friendly items from hit programs in an effort to provide consumers with eco-friendly, reusable products.

The groundbreaking retail hub of the HBO Shop is located in New York City at the corner of 42nd Street and Sixth Avenue. This multimedia showcase is a sleek, minimalist design from the architectural genius of Gensler and Imaginary Forces. The store has a TV-like appearance boosting an all-glass façade and 10-by-5-foot flat-panel screens running clips from hit HBO shows. Its perimeter walls are matte glass and serve as a neutral canvas for a state of the art lighting system that washes the space in an ever-changing variety of hues that are color coordinated to the clips on screen. For instance, the background color for Sex in the City is pink, and for The Sopranos it is red. The Gensler-designed HBO Shop was named the 2007 Store of the Year in the 36th annual Institute of Store Planners International Store Design Competition.

In each HBO collection, there is strong symbolism that is consistent throughout the product lines. The star in the Entourage logo is the “it-icon” to represent the “it” Hollywood world of Vince Chase and his celebrity lifestyle, where parties, sex and super agent, Ari Gold, rule the town. The star has five points for Vince, Eric, Drama, Turtle and Ari, who are always game to party it up, hug it out or walk the red carpet…and one circle that connect them all.

For Sex and the City, the intertwined S&TC letter logo is in the tradition of the famous fashion houses – D&G for Dolce & Gabbana, DKNY for Donna Karan etc., speaking to the iconic fashion status of this show. It appears either as an all over pattern lining the inside of handbags or as a single bold application on items like martini glasses. Stiletto heels also adorn many of the products, representing Carrie’s universal truth: you can never have too many shoes. [This should sound familiar to Whom You Know readers: See Shoe of the Week column.]

The Sopranos symbol is the family crest. The Sopranos may call northern New Jersey home, but their ancestral roots can be traced back to the province of Avellino in the Campania region of Italy. Similar to crests from the region, The Sopranos crest features a crown above the shield and is symbolic of power. The crest is omnipresent across a variety of The Sopranos merchandise from t-shirts and hats, to household items like Espresso cups, wine coolers and bottle stoppers.

The HBO Shop has been designed to be a consumer retail space like no other, one that stays true to HBO’s promise that “It’s Not TV. It’s HBO SM”

HBO Shop

1100 Avenue of the Americas (at 42nd)

New York, New York 10036

212-512-SHOP

www.HBO.com/store

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