<strong>HOW TO MAKE RETAIL EXCITING AGAIN</strong>
BY: STEPHANIE SCHOMER

Rick Barrack is the chief creative officer at branding firm CBX, which recently helped Duane Reade do the impossible: execute a redesign to become cool (at least, as much as any drugstore can be cool).

"The dynamics of e-commerce, as it has evolved, created a new shopping behavior. People demand more information. And now, outside of e-commerce, we have to provide that as well," Barrack says. "... E-commerce has provided exclusivity, and people want that in retail stores. Duane Reade narrowed offerings to make it feel more relevant--and exclusive--to New Yorkers: At the Wall Street location, the sushi bar is called Up Market and there's a stock ticker; in Williamsburg, there's a growler bar. It's telling the consumer, We understand the way you live, where you live, and what you need from us."

<a href="http://www.fastcompany.com/most-creative-people/2012/rick-barrack#interactive" target="_blank">Click here</a> to read the conversation about making retail exciting again between Barrack and Story founder Rachel Shechtman, No. 80 on our Most Creative People list.

TIMELINE
1973
Attends his first Indianapolis 500; hasn’t missed one since in 39 years

1987
Purchases first X-ACTO knife, which has survived for more than 25 years

1988
Secures first design internship with Connie Birdsall

2000
Gets engaged

2003
Establishes CBX with three people; the team has now grown to 140

2003
Welcomes daughter Lily

2007
Welcomes daughter Sadie

<a href="http://www.fastcompany.com/most-creative-people/2012/rick-barrack" target="_blank">http://www.fastcompany.com/most-creative-people/2012/rick-barrack
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