Build-A-Bear Workshop® is planning to freshen up their Miller Hill Mall location at 1600 Miller Trunk Highway by bringing the company's newest store design to the Twin Ports.
Planning for a Duluth Build-A-Bear Workshop® location stretches all the way back to 2011 when the company made it public that it was opening a location within the Miller Hill Mall. In October 2014 the Duluth location finally opened at the Miller Hill Mall in a space that formerly housed Torrid, a plus-sized women's clothing store.
When the construction barricades for Build-A-Bear Workshop® came down it was somewhat surprising to see that not much had changed architecturally from what was in place from the tenant before, which is very unlikely for the company's new stores. The company's signature yellow and blue tones covered the space in a fresh coat of paint, however the space didn't feature the whimsical bear land (to it's fullest extent) that customers often find within their stores.
THAT'S ABOUT TO CHANGE
On March 9th construction bids were submitted by various companies for $299,999 worth of work on behalf of Build-A-Bear Workshop® at the Miller Hill Mall. That's more than just some fresh paint on the walls. It's a full renovation.
Last year Build-A-Bear Workshop® debuted a new store prototype design that has now begun to be rolled out across the country. The company had previously been hurting in sales and was looking for new ways to engage customers, while elevating the brand. The solution was in their store design.
Mall of America was one of the first locations to receive this design in the country. It's far more modern than the previous design and uses the blue and yellow colors in block formations. This means that instead of the facade being clad in both colors like it previously was, it now is clad in custom blue metal that was designed and crafted just for Build-A-Bear Workshop®. With the exterior being blue, the interior naturally takes on the yellow color, allowing the company to main their roots while introducing a simpler and cleaner look.
Duluth's 2,154 square foot location will be completely renovated from head to toe, well, ceiling to floor, including a new storefront and all new interior. Inside customers will be able to create characters by using a number of interactive stations along.
NEW STORE DETAILS
An interactive storefront will allow customers to engage with digital signage embedded in the facade that can change depending on the seasons, holiday, and special events. Directly inside there store will be the Choose Me station where guests will find all the characters Build-A-Bear Workshop® has to offer. From there they'll move onto the Love Me station which uses an interactive digital table that allows guests to add unique traits to a heart that is then placed within their character.
The Hear Me station uses an interactive touch screen with a number of sounds that can be inserted inside the character, even allowing guests to put their favorite music or their own voice on a chip that can be inserted into the character. How cool is that?
From the Hear Me station guests move to the Stuff Me station where their character is filled with stuffing and becomes that adorable, huggable character they've always wanted. New to Build-A-Bear Workshop® are SCENTIments, allowing guests characters to smell like bubble gum, strawberry, cotton candy, or even chocolate chip! Don't let the family dog get too close when you get home or you might find yourself visiting Build-A-Bear Workshop® again quite soon.
Logically the next step is to close the seams and complete the character. Here's what's REALLY cool. Build-A-Bear Workshop® now has a program called "Find-A-Bear ID" which inserts a barcode within each character. This allows the character to be reunited with their owner if ever lost as the person who finds it can bring it to any Build-A-Bear Workshop® and the owner will be notified.
This barcode also generates a unique code that guests receive on their character's birth certificate... yes, birth certificate, that allows their character to come to life online where they can play games and do all sorts of things with their new friend.
The Fluff Me station is where guest's characters can take a bath in a digital bath tub (hello 21st century) which can recognize items placed in it and response with sensory effects. Naturally the character will need some clothing because who let's stuffed animals go naked these days? Just visit Dress Me station which includes tons of character clothing and Match Me technology which allows guests to see what's new and also suggest outfits.
Last by not least, it's time to visit the Name Me station. Here guests use a viewfinder that reveals all the attributes and personality traits within their character. A name is picked and a birth certificate, which even includes a photo of their character, is created.
Now it's time to head home... but not too quick! Visit the Take Me Home station which resembles a Build-A-Bear Workshop Cub Condo® to receive your membership and reward program details, along with the birth certificate you printed, and of course the Cub Condo carrying case for your character to ensure they're safe for their travels back home.
You never know so much went into building a stuffed animal did ya? Now you know.
Build-A-Bear Workshop® will most likely move to a temporary space within the mall while renovations are completed. Construction will begin this Spring with a completion in Summer 2016.