Modern, Southern, Style… BHDP immediately recognized the rich potential Belk’s new brand positioning held as we were enlisted to create a new flagship experience at the Dallas Galleria.

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The design team seized the opportunity to re-envision what “southern” style truly meant to this new generation of shoppers. With three levels and over 180,000 square feet, the team created a dynamic and intuitive customer journey punctuated with high touch visually impactful moments that definitively convey a modern sensibility.

Drawing inspiration from the brand's new distinctive identity, crisp blues on white and petal motif, the team articulated these motifs throughout the design; architecturally, materially, and visually. From an entirely new palette to visually bold entries to welcoming customer service touch-points, the concept was the ideal canvas for not only the Belk brand to come to life but also all the vendor brands partners to shine.