Nordstrom: Shiny new flagship invites exploration

By SUSAN PHINNEY
SEATTLE POST-INTELLIGENCER REPORTER

There's only one way to explore a big store: Start at the top and work down. Slowly.

The new Nordstrom store opening tomorrow in the building that once housed the Frederick & Nelson department store is made to order for this kind of exploration, with escalators right in the middle of all the action.

Before the building was remodeled, those escalators were off-center, toward the back of the store. This forced shoppers to walk forever once they reached a floor to locate children's furniture or restrooms on the far side along Pine Street.

Nordstrom's new central escalators allow shoppers starting at the top to scope out the floor as they float down to it -- getting an overview of where things are.

The 10-floor building between Fifth and Sixth avenues on Pine Street is in two parts: The upper five floors are corporate offices, the rest are for shoppers.

The fifth floor, accessible only by elevators near the Sixth Avenue entrance, isn't the most visually exciting space in the store, but it's where to find the spa, and the John W. Nordstrom room where fashion shows, seminars and other special events will be held.

From the fourth floor on down, however, escalators travel in an atriumlike space illuminated from above to give visitors the impression the store is built around a central core topped with a skylight.

The fifth floor may be subdued, but the fourth is exuberant. It just looks exciting with its Gift Gallery brimming with rich tapestry pillows, colorful blown glass, painted pottery and other home accessories that beg to be taken home.

The Brass Plum, packed with trendy, youthful styles is on the fourth floor, along with children's apparel and shoes, clothing in petite sizes, and the Customer Service area.

Although it's one big, open space, different areas are defined by colorful carpets: Teal for boys clothes, red for girls, violet and lime for children's shoes and periwinkle for infants and toddlers.

Bright red coats with black velvet collars and velvet party dresses that look ready for the holidays are hanging in the girls area.

But it isn't the clothes the kids will go to see. The huge aquariums that circle round pillars are like magnets.

Another draw on this floor is the cafe, with its cafeteria-style line plus a separate area for food to go. There's seating for 140 -- some with views onto Sixth Avenue. Restrooms are nearby.

This is also the floor where the sky bridge from Pacific Place is joined to the Nordstrom store. Six elevators are housed between that entrance and the cafe, so shoppers who need to get to street level in a hurry don't have to walk onto the sales floor and take the escalators.

After circling four, take the escalator down to three where Encore (for plus sizes), Town Square, Point of View, Personal Touch, Women's Activewear, Lingerie/Sleepwear and other familiar departments that used to be on the second, third and fourth levels of the old Nordstrom have been regrouped. The center of the floor is dedicated to the Lauren by Ralph Lauren collection.

A store spokeswoman explained that customers "cross-shop" between these departments, so it made sense to have them close.

The second floor caters to women who want fashions from Chanel and other designers, to the Collectors Shop, Individualist and Studio 121 apparel favored by so many working women, and trendy, offbeat styles from the Savvy department.

The news on this floor is the Donna Karan boutique along the Fifth Avenue side, and a Faconnable Femme area with colorful barn jackets, suede shirtdresses and other classics.

The street level, or main floor of the new Nordstrom is dominated by women's shoes (housed in the area that once featured Frederick & Nelson's menswear).

This shoe department incorporates the first-, second- and fourth-floor shoe areas from the old Nordstrom in a space that stretches from Fifth to Sixth avenues.

Between shoes and the Fifth and Pine entrance are handbags, scarves and other accessories. Along the Sixth Avenue wall where the F&N bakery once bustled with customers, is jewelry -- fine and costume. Hosiery is nearby just inside the Sixth and Pine entrance and cosmetics inhabit the rest of the space along Pine Street.

One floor down, the Metro level (please don't call it a basement) is devoted to menswear ranging from casual to pinstripes, and a very masculine grill -- all mahogany, black-and-white-tiled floor and a menu featuring fish and grilled meats.

Those who remember the Paul Bunyan Room may be surprised to find that space inhabited by men's robes and fragrances.

Tucked into a corner near the stairs up to Fifth Avenue is a shoeshine stand, $1.25 per pair. And nestled near the down escalator is a "Signature Shop" for those seeking a sweat shirt embroidered with shoes and proclaiming "Nordstrom Since 1901" on the front.