Chicago, IL

VISIONING, NARRATIVE, STRATEGY AND DESIGN CONCEPT

We were engaged to rebrand and launch a new concept that became R.E.I. Co-Op. The brand immersion hub we created in Chicago’s Lincoln Park district demonstrated the ability to connect to nature near even in the heart of the city. The 40,000 square foot space on the river connects bike paths and kayaking opportunities for a carless experience. We were challenged to transform an existing parking structure for the new store concept. The new store location is within the “wild mile” along the north branch of the canal. This “wild mile” includes habitat improvements, pedestrian walkways, fishing stations, viewing platforms, canoe launches, and other amenities that cater to the public – seeking to create a connection to the place and a venue for gathering and community. The initial strategy of geographic and culture studies allowed us to create a more extensive system for the store that included the surrounding areas and community.