It’s a red-letter day for the Rouge boutique

Store executes a daytime move down Witherspoon Street to new digs in Witherspoon House

By: Marjorie Censer
   For downtown Princeton boutique Rouge, switching locations Wednesday from a store on Witherspoon Street to one in the new Witherspoon House wasn’t an inconspicuous task.
   The merchandise of the upscale clothing and cosmetics shop had to cross the street — a major thoroughfare in the downtown — and it happened in the afternoon, not overnight, as some stores move. To top it off, members of the men’s national rowing team, clad in pink Rouge T-shirts, carried racks of clothing and various mannequins.
   Owner Paige Petersen said the rowing team — coached by her husband — speeded up the move. The merchandise crossed the street in roughly three hours. Ms. Petersen and her staff spent the rest of the evening, until about midnight, organizing and positioning the stock.
   After a long delay, Ms. Petersen is now moved into the loft-like space on the ground floor of Witherspoon House fronting the new plaza.
   Princeton Borough building inspectors are slated to return to Rouge today, and Ms. Petersen hopes to open the store right away. The boutique features concrete floors and white walls, with accents of red to correspond with the store’s name.
   Ms. Petersen said the new, larger store gives her a chance to breathe. Because the move has been so delayed, the previous store has been "way overstocked" as Ms. Petersen tried to prepare for the new space. On Wednesday, she was able to move the merchandise from the cramped storeroom of her previous space and into the spacious Witherspoon House.
   "There’s an ability for customers to see the merchandise," Ms. Petersen said.
   The Witherspoon House location also features three fitting rooms, an office, a makeup counter with a sink, more shelving space, a circular checkout area and a much larger back room for storage.
   "This is exactly what I wanted," Ms. Petersen said.
   The store was designed by Marlyn Zucosky and Francine Besselaar of the Princeton-based Westcott Studio, who spent Thursday repositioning merchandise and racks.
   They emphasized the natural materials in the store — the fitting rooms have burlap curtains and rattan benches. Two statues — nearly human-size deities imported from Thailand — stand watch in the store.
   Ms. Besselaar said she wanted the space to feel welcoming, a place where customers can relax. Ms. Zucosky said the store is also flexible — racks can be moved to create space for a fashion show.
   "The perimeter is fixed," Ms. Zucosky said. "But the interior stuff is movable."
   Witherspoon House, the mixed-use building that includes apartments, Rouge and the yet-to-open Witherspoon Grill, is part of the downtown redevelopment project. The project also includes the Spring Street garage, Witherspoon House’s accompanying plaza, and Building C — the mixed-use building to be constructed on the Tulane Street parking lot.