Less Rigid, More Rugged
Bursting with personality, this sporting goods lifestyle brand wanted to translate its irreverent online persona into a physical retail environment. One that embodied its fresh spirit and unexpected approach in an authentic way.
In order to create a highly engaging and social environment, we devised a strategy for the retail experience around the concept of "Base Camp," which features a central hangout zone. A large-scale branded focal wall draws customers into the space. Taking cues from the brand mantra "love the madness," this environment came to life through an eclectic mixture of details and elements of surprise; no two fitting rooms are alike, in fact, one even offers a peep hole, which allows customers to communicate with friends in the hangout area during their trial process. Designed for flexibility, the environment is laden with cork boards and framed plywood panels made to morph over time with the addition of layers of graphic communication, customer photos and brand stickers. Using merchandise as architecture, inverted tents suspend from the ceiling above the footwear display, celebrating this prominent feature within the space.