LOCATION AND CONSUMER-CENTRIC GUIDELINES

We worked with R.E.I. to develop a lifestyle-based approach to the store experience that considers the future role of the brick-and-mortar retail model. Brand immersion and connection to the community were essential requirements for R.E.I. We helped question assumptions and created new store concepts, nomadic shop models, and systems for serialization rooted in our shared design philosophy and love of the outdoors.

During our initial collaboration with R.E.I., we defined their found element systems to create strong ties to their dedication to the locale. The guidelines we developed for them are location and consumer-centric. Everything from architecture to merchandising, pop-up shops, and connection nature was addressed in defining this innovative approach.