Guess?, Inc. – Select Store Refresh (New York & Toronto) with 3M™ DI-NOC™

Project Snapshot

• Brand: Guess?, Inc.

• Program Lead: NGS Films and Graphics (national rollout partner)

• AFF Role: Regional implementation partner – select stores in New York & Toronto

• Sector: Fashion retail

• Scope (AFF): Shelving, wall panels, counters, fitting room doors and key fixtures

• Services (AFF): Site review, surface prep, 3M™ DI-NOC™ installation, detailing

Program Background

Guess? launched a large-scale retrofit program to update 86 stores across the U.S. using 3M™ DI-NOC™ architectural surface films. The goal was to deliver a cohesive new store aesthetic while reusing existing fixtures, cutting down on waste, and avoiding the cost and disruption of full remodels.

NGS Films and Graphics served as one of the primary partner to coordinate the rollout, working with 3M to secure and supply the DI-NOC™ materials at scale.

Architectural Fusion Finishes was brought in to support this program on select Guess? locations in New York and Toronto, applying DI-NOC™ to in-store fixtures and surfaces to match the new global design standard.

The Challenge (AFF’s Scope)

For the New York and Toronto stores, AFF had to work within the same constraints as the national program:

• Keep stores open. Work needed to be planned around trading hours so locations could remain open and generate sales.

• Resurface, not rebuild. Existing fixtures, shelving, and counters were structurally sound but visually outdated; they needed a new finish without being removed.

• Match a defined design standard. DI-NOC™ patterns, colors, and gloss levels had to align with the look already established across the chain.

• Deliver clean, durable detailing. Edges, corners, and high-touch areas had to hold up to daily retail traffic and cleaning.

AFF’s Approach & Solution

1. Store review & coordination with NGS

   • Reviewed NGS’s program standards, DI-NOC™ selections, and application details.

   • Conducted site checks to confirm existing substrates and prioritize surfaces with the most visual impact (feature walls, cash wraps, key display zones).

   
   

2. Surface preparation

   • Cleaned and prepped existing laminates, melamine, and painted surfaces to ensure proper adhesion.

   • Addressed minor damage and irregularities so the new finishes would lay smooth and read as “factory built,” not retrofitted.

   
   

3. 3M™ DI-NOC™ application

   • Wrapped shelving, wall panels, fitting room doors, and counters with the specified wood-grain and solid finishes.

   • Followed NGS’s detailing standards around corners, seams, and hardware cutouts for consistency with other markets.

   
   

4. Phased, low-disruption install

   • Scheduled work during off-hours and quieter trading periods.

   • Completed sections in tight phases so the stores could reopen fully merchandised each day.

Materials & Methods (AFF)

• 3M™ DI-NOC™ Architectural Surface Films

  • Pre-selected patterns and colors specified by Guess? / NGS for the national program.

  • Applied to:

    • Wall panels and feature zones

    • Shelving and gondolas

    • Cash wrap counters

    • Fitting room doors and select fixtures

    
    

• Installation Techniques

  • Precision trimming and edge wrapping for a factory-like finish

  • Heat-forming around reveals and curves where required

  • Seam placement planned to be discreet in high-visibility areas

Results & Impact

• On-brand look in key markets: New York and Toronto locations now mirror the refreshed Guess? aesthetic seen across the broader rollout, with fixtures and surfaces aligned to the new material palette.

  
  

• Minimal disruption to sales: By working around trading hours and in defined phases, AFF’s work allowed stores to stay open and operational while the transformation took place.

  
  

• Reduced waste & smarter spending: Existing fixtures remained in place; only their surfaces changed. This approach supported the broader program’s goal of reducing waste and avoiding unnecessary fixture replacement.

  
  

• Consistent quality across locations: By following NGS’s standards and 3M best practices, AFF helped ensure that the New York and Toronto stores felt like part of a single, coordinated brand program—not one-off remodels.

Scope of Work

• Coordinate with NGS and Guess? on program standards

• Review conditions at New York and Toronto store locations

• Prepare existing fixtures and surfaces for DI-NOC™ application

• Apply specified 3M™ DI-NOC™ films to shelves, counters, wall panels, and doors

• Manage phased, low-disruption on-site installation around trade hours

• Perform final inspection and touch-ups for a clean, consistent finish