design:retail - June 2018 - 31

031

PROJECT FILE
Reebok Headquarters
Flagship
Boston

RETAILER

Reebok
CONTRACT DESIGN FIRM

↑ Featuring warm
textures of wood
and a white and
gray palette, the
interior of the
Reebok Boston
store boasts a
clean and minimalist look.

"We now have a fitness/lifestyle
cohesive story."
-PAUL FROIO, REEBOK

Ziba
IN-HOUSE DESIGN

Reebok Environmental
Design Team
ARCHITECT

BKA Architects
GENERAL CONTRACTOR

Shawmut Design and
Construction
CONSULTANTS/ENGINEERS

WB Engineers + Consultants
STORE FIXTURES

The Boston flagship is spacious, light and airy,
combining fashion and fitness seamlessly for a
true athleisure experience. "The lines between
fitness and lifestyle are blurred-and for good
reason," Froio explains. "More and more, this
is the way our consumer purchases and wears
our products."
Except for the cobbler's workshop and the fabric
printing station, the remaining store boasts a clean
and minimalist look-a holistic place for Reebok's
full brand, both athletic and lifestyle, in addition to
serving as a more appealing space for a wider base
of consumers.
"This is a softer palette than what we currently
have out in the field," Quagge says. "What we
tried to do was create a palette of colors, textures
and carpentry that our products can stand out
against." The dominant color is softer white-not
bright white-used in the fixtures and on the wall.

The next level is an aged and warm timber with an
oak finish. Finally, the last level is a series of softer
grays that gets darker and darker. "It's all in degrees," notes Charles Gates, global senior manager
of environmental design, Reebok.
Reebok also mixed in tech and industrial elements throughout the space. Because the design
uses many pre-existing elements in the building,
the company did not bring in a lot of new materials. "We wanted to keep the existing building
and refresh it," Gates adds. Always leaning toward
sustainability, Reebok implemented LED lighting
throughout, and all monitors are set on timers,
shutting off in the evening and automatically turning on in the morning. The fitting rooms are fitted
with automatic switches, as well.
"This is the first store we've developed with a
full-breadth of the brand," Froio says. "We now
have a fitness/lifestyle cohesive story."

Quarter20
LIGHTING

Capitol Light
FLOORING

J C Floorcovering Co. Inc.
SURFACING

Select Demo Services Inc.
SIGNAGE/GRAPHICS

Sign Design
METALS

Fabrication Platform
Manufacturing Group,
Quinn Brothers
of Essex Inc.
SOUND SYSTEMS

PlayNetwork,
McDonald Electric Corp.
TECHNOLOGY

IGotcha Media,
Sign Design,
Media Resources
Information in the project file is
provided by the retailer and/or
design firm.



Table of Contents for the Digital Edition of design:retail - June 2018

design:retail - June 2018
Contents
Editor’s Note
On Trend
We Love This!
Designer Picks
Have You Heard?
The Visual Eye
Style Made Simple
RH West Palm
Reebok
American Girl
Retail Real Estate Report
Products
Backstory
design:retail - June 2018 - Intro
design:retail - June 2018 - CT1
design:retail - June 2018 - CT2
design:retail - June 2018 - design:retail - June 2018
design:retail - June 2018 - Cover2
design:retail - June 2018 - 1
design:retail - June 2018 - Contents
design:retail - June 2018 - 3
design:retail - June 2018 - 4
design:retail - June 2018 - 5
design:retail - June 2018 - Editor’s Note
design:retail - June 2018 - 7
design:retail - June 2018 - On Trend
design:retail - June 2018 - 9
design:retail - June 2018 - We Love This!
design:retail - June 2018 - 11
design:retail - June 2018 - Designer Picks
design:retail - June 2018 - 13
design:retail - June 2018 - Have You Heard?
design:retail - June 2018 - 15
design:retail - June 2018 - The Visual Eye
design:retail - June 2018 - 17
design:retail - June 2018 - Style Made Simple
design:retail - June 2018 - 19
design:retail - June 2018 - RH West Palm
design:retail - June 2018 - 21
design:retail - June 2018 - 22
design:retail - June 2018 - 23
design:retail - June 2018 - 24
design:retail - June 2018 - 25
design:retail - June 2018 - Reebok
design:retail - June 2018 - 27
design:retail - June 2018 - 28
design:retail - June 2018 - 29
design:retail - June 2018 - 30
design:retail - June 2018 - 31
design:retail - June 2018 - American Girl
design:retail - June 2018 - 33
design:retail - June 2018 - 34
design:retail - June 2018 - 35
design:retail - June 2018 - 36
design:retail - June 2018 - 37
design:retail - June 2018 - Retail Real Estate Report
design:retail - June 2018 - 39
design:retail - June 2018 - 40
design:retail - June 2018 - 41
design:retail - June 2018 - 42
design:retail - June 2018 - 43
design:retail - June 2018 - Products
design:retail - June 2018 - 45
design:retail - June 2018 - 46
design:retail - June 2018 - 47
design:retail - June 2018 - Backstory
design:retail - June 2018 - Cover3
design:retail - June 2018 - Cover4
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