Will the maker movement inspire a new creative direction for malls?
The commercial real estate management firm, JLL (Jones Lang LaSalle), has opened its first permanent store, Rose & Loon, with a focus on homemade merchandise from local artists at a repurposed mall in Roseville, MN.
“Rose & Loon believes the maker movement is here to stay,” JLL said in marketing copy. “It features handmade products such as jewelry, clothing, and home décor made by Midwest artisans that are bound to stand out from the rest.”
The 4,000-square-foot store, which opened in late September, features multiple vendors under a single storefront that sells individually branded merchandise directly to customers.
“We intermixed the curated products to create the feel of a single boutique, as opposed to the often ‘flea-market or consignment’ feel that we have seen in similar concepts,” wrote JLL. ”All of the merchandise is under a single POS (Point of Sale) system to create a seamless and efficient transaction for the customer.”
To recruit vendors, over 70 “MN Makers” were reviewed by local celebrity judges in a public “Shark Tank” event in early May. Forty were selected. A new group of artists will be featured in time for next year’s fall/holiday selling season.
“Makers” will occasionally visit the store to demonstrate how their wares are made and tell their backstory. Will Hochenberger, the store’s general manager, told the Minneapolis Star Tribune, “We want to hire storytellers, not retail people.”
The 1.4 million-square-foot Rosedale Center recently underwent an $80 million renovation that included the opening of a Von Maur and a two-level food hall. A second phase will repurpose a vacated Herberger’s with retail and residential units, a hotel and an outdoor gathering place.
“Our store is the first-of-its kind retail concept carefully created and built by the retail management team,” said Bill Moston, SVP and Rosedale redevelopment lead for JLL. “We invested over $1 million to bring a great idea to life to surprise and delight our Rosedale shoppers, and in the first two months of operations, it’s already paying off in spades.”
- Rose & Loon
- What is the Rose & Loon Concept? – Rosedale Center
- Goods from the Great Plains to the Great Lakes – Rosedale Center
- Rosedale Center Begins Multi-Year Renovations – Rosedale Center
- Rosedale opens a bold, innovative store and it’s not Von Maur – Minneapolis Star Tribune
- JLL creates retail brand to jazz up mall – ICSC
DISCUSSION QUESTIONS: Do you think JLL’s Rose & Loon’s “makers” approach has promise? What do you like most about it? Should mall property managers get more involved in creating concepts to support their properties?