April 29th, 2008 - “New” Borders Concept Store
According to PRNewswire.com, Borders is launching a new, refurbished version of Borders bookstores. The stores are digitally connected, technologically advanced and aesthetically pleasing to book, music and movie lovers.
Borders, Inc stores now include kiosks where customers can mix and match their own music, publish their own books, create photo albums and Wi-fi capabilities. This “new” look made its debut in Ann Arbor, Michigan on February 2008. Kolleen O’Meara, contact for Borders, Inc news releases says,”Highlights of the store include new digital centers…as well as topical programming shown via 32″ LCD screens. Some destinations also include computer kiosks where customers can take advantage of a number of digital and Internet options to maximize their in-Destination experiences.”
This fresh new look Borders is going for - isn’t that fresh or new at all. It looks like a neutral colored Apple store. How are all these great ideas supposed to flow together? I suppose the kiosks with music will include headphones and the publishing station won’t make much noise - but what about the 32″ LCD screens advertising merchandise, featuring clips from DVD’s and other nifty ads?
Although the new store boasts comfortable seating arrangements (as it did before), who will want to sit and read a book while being surrounded by big screens, music kiosks, and other technologically sound stations?
For the younger generation, this store will do wonders. It’s colorful, eye-catching and diverse. The shelving looks exceptional - rounded, squared and some are molded right into the interior of the walls.
As long as the literature and great selection remains - Borders, Inc has tapped into an interesting new launch. However, quiet corners and the sweeping aroma of coffee won’t be the only things filtering through the air.