Interiors-Inspired Outdoor Adventures
Merrell had three objectives for their new venture into retail. First, create a unique identity, different from competing athletic footwear brands. Second, offer an experience that would resonate with those who like to play outdoors. Lastly, help the customer get back outside by highlighting Merrell's merchandise as the "hero," and making it easy to shop.
In order to capture the essence of Merrell's footwear brand, FRCH took a very unconventional approach to retail. We created an environment that actually encouraged shoppers not to linger, but instead to "get out there" in a pair of comfortable Merrell's and explore the great outdoors. Our design solutions included multiple flooring materials for convenient product trial in a variety of outdoor scenarios. We removed boundaries by making all the footwear and apparel readily available so the customer is empowered to try on and make selections without waiting on a sales associate. Natural, authentic materials, textures and patterns were also chosen to provide a multi-sensorial, outdoor-inspired experience. In the end, the new is a harmony of warm, honest, inviting, modern design details that highlight Merrell's high-performance merchandise.