Concept stores are nothing new, especially in the fashion world. From NikeTown to Jimmy’Z to Prada’s store in Waikiki, it seems like every brand is trying to re-invent its retail experience.

Last weekend I visited Ruehl for the first time in the Twelve Oaks mall. I have usually been too intimidated to go in the store. There is just something about a darkly lit “street corner” in the middle of the mall with disinterested text-messaging girls half my age wandering in and out of the darkness that intimidates me. The one in the Twelve Oaks mall is particularly darkly lit to the point where you can’t really see anything from the outside of the “windows” to even make you certain it is a clothes store and not some wormhole to another dimension.

Yet still, the mystery has always intrigued me, so I decided to finally take a step inside. Part of me was really impressed. The layout of the store was unlike any other mall store I’ve been in with its narrow corridors with mirrored walls (which made it fun to try and escape later!!), mood lighting, and occasional rooms with no clothes, just cushions. Some people say it reminds them of a NYC apartment, but it reminded me more of an ultra chic martini lounge.

In theory, I really like the idea behind this concept store, as it reminds me of a retail version of Organic’s persona rooms. Ruehl is supposed to target 22-35 year olds looking for that West Village NYC shopping experience. According to unsettlingly youthful CEO Mike Jeffries, the design of the store was built upon a complex storyline.

“The plot of the movie is thus: a German immigrant moved to the United States circa 1850 and opened a fine leather goods shop that stayed in his family for generations. His great grandson, 100 years later, decided to enter the apparel business, focusing on denim and inspired by screen idol James Dean. This lived-in space, with an emphasis on handbags and jeanswear, is the result.”

In the end, I can’t say that I “get it”. Maybe I’m not the right target and certainly not a fashion expert, but chic martini lounge atmosphere + 22-35 audience = “understated” screen print hoodies… it just doesn’t add up for me. When I put the question to people here at Organic, I got a similar response:

“To me, Ruehl is just a step away from having a ‘bouncer’ at the door determining who’s cool enough to get in. Any kind of superficial exclusivity makes my blood boil (based on appearance, age, income, etc). But, especially when there’s no payoff.”

Others contemplated what outlandish or frumpy attire they could visit the store in to really disrupt the intent of the atmosphere and confused the employees. Winners included hairy Norwegian moon boots, snow pants, and a bathrobe.

Marta Strickland