Prick Up Your Ears

-- Interior Design, 3/1/2001 12:00:00 AM

"THERE ARE A LOT OF BRANDS floating around these days," says Aaron Duncan, Playboy's vice president and creative director for consumer products. "But the rabbit head is probably the most recognized icon in the world." Making the most of such recognition, the company is poised to become a player in the lifestyle, home furnishings, and fashion world. And, now that Hef is single again and throwing his infamous monthly mansion parties, the bachelor (and bachelorette) routine is all the rage. "He is the consummate party guy," Duncan continues. "It's all about fun, excitement, and being playful." Inspired by the Playboy himself and the bunny lifestyle of today and yesterday, a line of tableware, bedding, and accessories has been designed to complement Playboy clothing for both men and women. "It's about glass not acrylic, party etiquette not plastic, and pure entertainment."

As the company repositions itself within the U.S. market, it also wants to benefit from an extraordinary Asian following. Throughout the East, vintage Playboy clothing and trinkets are flooding the market. The company plans to set up two shops within department stores as well as a flagship Tokyo space. Designed by the Peter Arnell Group, the freestanding store will feature brushed metal, clear acrylic countertops, and video walls to project images throughout the space. The company's long-term goal includes rolling out similar stores in the U.S. www.playboystore.com.

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