Merchandising: The New Face of Fixtures


Tom Crossman changes the face of fixtures, turning them into retail sculptures that could spruce up your store.

Perhaps what you’re looking for is a little bit of a revamp to start 2010 off on the right foot, but you don’t know where to begin. You may want to give Crossman a call. Crossman is the design guru behind New Store Design, a New York-based company that helps businesses create custom-themed fixtures and complete store redesigns.

But be warned, these are not your average fixtures – they’re more like display sculptures. Crossman once designed and built a 26-foot pineapple to house hundreds of plush toys for toy giant FAO Schwarz.

“A lot of people think that you can open a store and just put slatwall up, and sometimes that can work when people are already in the store,” Crossman says. “My job is to get people into the store in the first place.”

For a motorcycle dealership, Crossman likes raw materials such as plywood and metal – but would still “go against the grain a little bit” with giant store fixtures that double as sculptures, color-changing automotive paint and custom cabinetry, turning the entire floor into a visual work of art. “For example, we could build a giant motorcycle, in which the wheels would function as fixturing,” he says. “There could be this big garage-type space, and in it would be this giant motorcycle.”

For destination dealerships with themes galore, Crossman’s designs just might be a good fit. Visit for more information.

This story originally appeared in the Dealernews February 2010 issue.