Reimagining Design: How NYU’s Bookstore Modernization Drove Double-Digit Growth and Earned National Recognition

What happens when a campus store invests in creative modernization, visual storytelling, and experiential design?

At NYU, it led to a 67% increase in gift sales, a nearly 50% lift in apparel, and national recognition as the winner of the Best Experiential Retail Program at the 2025 Collegiate Licensing Seminar hosted by CLC (Collegiate Licensing Company). Learn more about NYU’s “My New Favorite Color” concept and how this approach to visual design and storytelling opened up new ways of connecting with the campus community, driving measurable results.

A President’s Vision for a Community Experience

“My New Favorite Color”, NYU’s new “shop within a shop” began with a clear and powerful directive: make the NYU Bookstore a compelling destination.

NYU’s Campus Services Division in collaboration with Follett, and Duggal Visual Solutions, the shopping experience transformed 600 square feet of bookstore space into a celebration of all things violet—offering gifts that are as distinctive and daring as the university itself.

The result is a vibrant, violet-hued shop in the NYC campus bookstore, anchored by an eight-foot sign.

A Curated Tribute to NYU’s Brand

Stepping into the shop is like walking into a celebration of NYU. The product assortment ranges from locally crafted chocolates and handmade home décor to fun, functional items like pastel desk supplies and nostalgic treats. Whether it’s a plush rabbit, or a violet Cubebot, each item feels like a piece of NYU you can take home.

At the heart of the concept is a thoughtful approach to curation. The team sourced a blend of existing favorites, custom-designed exclusives, and collaborative products co-developed with like-minded brands. This variety allows the store to appeal to a wide audience while offering a sense of discovery and delight with every visit. It’s a strategy that balances flexibility with intentionality—delivering both instant appeal and long-term growth potential.

Follett worked closely with NYU to help bring the concept to life—supporting the store team with vendor coordination, product sourcing, and timeline management to ensure every item was ready for launch. From securing exclusive colorways to aligning deliveries with installation milestones, Follett played a key role in executing NYU’s creative vision with operational precision.

Visual Storytelling That Connects

The shop’s design is just as considered as its product mix. A rich palette of lavender, orchid, and plum sets the tone, used across signage, displays, and product packaging to create a cohesive and saturated visual language. Fixtures are neutral and elevated, letting the color story and merchandise shine through.

Interactive elements add another layer of engagement. Graphic prompts like “What Your New Favorite Color Says About You” invite guests to explore the meanings behind different shades of violet.

NYU added visual merchandising cues and wayfinding as a form of storytelling—modernization efforts that elevated the customer journey.. By creating a compelling space that invited exploration, NYU was able to transform retail into brand-building.

Increasing Revenue for Gifts and Apparel

The real success of the shop lies in its ability to translate creativity into measurable impact.

During the winter break selling period alone, gift sales soared by more than 67%, and apparel sales jumped nearly 50%. Over the broader launch window, both categories continued to see double-digit year-over-year growth.

These results underscore how intentional retail design—paired with smart sourcing and brand-driven storytelling—can drive both engagement and revenue.

Award-Winning and Future-Facing

This unique approach hasn’t gone unnoticed. At CLC’s 2025 Collegiate Licensing Seminar, My New Favorite Color was honored with the Best Experiential Retail Program award—recognizing its standout impact among hundreds of campus stores nationwide. NYU joined a select group of winners, including LSU, the U.S. Naval Academy, and the U.S. Military Academy, for transforming their bookstores into dynamic, community-connected spaces.

Looking ahead, the shop is already evolving. NYU’s internal teams are working to expand the experience online, refresh the in-store visuals seasonally, and explore new vendor collaborations that reflect the community’s spirit and interests.

Follett remains an engaged partner in this journey—offering the infrastructure, flexibility, and support to bring bold ideas like this to life at scale.