In 2017 while building the Drydock Store, we began crafting the next iteration of Reebok’s retail concept. The goal was to create something that captured the feel of our Headquarter’s new Flagship, acted as a canvas to tell the story of performance and lifestyle product, and created an environment that matched the goals of the brand's "Women’s First Initiative."
Refined, soft, while still conveying fitness.
Dark concrete, oak wood, expanded metal, white pegboard, polished concrete floors, and worn black leather benches make up the materials of the fixtures. A red thread to tie into the brand’s DNA appears in the form of a red nylon strap used to secure bench tops and VM equipment to the floor fixtures.
The footwear wall maintains the grid pattern and VM accessories developed for FitHub 2.0 but is otherwise a completely reimagined look made modular and with integrated lighting.
The wallpost system introduced in 2012 as a part of the first generation of FitHub has proven versatility overtime and been incrementally augmented with a greater kit of parts. By changing the finish and introducing wood tones onto shelves and poles, we’re that value engineering is able to be carried over into the new concept.
Some of the floor fixtures are takedowns from the Drydock Store but the rest are meant to act as a playground for our Visual Merchandising team to tell stories that bring our brand to life.
ONE SYSTEM, SEVERAL LOOKS
BLENDING PERFORMANCE AND LIFESTYLE FOOTWEAR