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2003 Design Award Winners

Fixture of the Year

Fixture of the Year

Best Buy/Chelsea Digital Platform New York, N.Y.

In this one-of-a-kind, highly interactive kiosk from Best Buy, shoppers for cell phones and digital cameras are rewarded with a fun, educational shopping experience. "Sales associates can stand out in front comfortably discussing the product with customers," says Chuck Lee, display design manager for Best Buy Co. All product is live and accessible. Customers can pick up the camera and see on a viewing screen what the camera is seeing. When the cameras are not in use, the viewing screens show information about products. The unique design is at once "techie" and easy to understand. The digital platform fixture has changeable tops for added flexibility. The fixture and the space in which it sits is very unusual for Best Buy. "Situated near the entrance to Best Buy's first New York City store, Best Buy intentionally kept the aisles wide and the fixture impact high to entice customers to come inside," Lee says. Made of aluminum, particleboard with laminate and acrylic, the Chelsea Digital fixture is unique enough to wow a sophisticated New York City shopper, as well as the RDA judges.