VMSD - July/August 2020 - 18

IN-STORE APPAREL PRESENTATION

"BOSTON PROSHOP
POWERED BY '47"
SUBMITTED BY: BERGMEYER, BOSTON:

T

alk about the power of visual!
Boston's Celtics basketball and
Bruins ice hockey teams
don't just share a venue -
they share a gift shop, too. Set at
6878-square-feet, the TD Garden's
ProShop had to accommodate
both team's apparel without overpowering one another. Often times, Stan Kubinski, Principal, Bergmeyer, explains, games
for both teams take place on the same
day, which presented a challenge for instore associates trying to keep everything
stocked and organized.
"Most of our perimeter shelving, our
hero walls, our jersey walls, our fixtures, are
all flippable. On the backside, we have full
replenishment of the other team, or backstock. If it's a single game, they can have
back-stock on those fixtures. In a matter
of minutes to an hour, they're able to com-

18

JULY/august 2020

pletely changeover the
store," Kubinski says.
Beyond the
displays, the
overall visual
merchandising strategy
was intended to drive
excitement and help
fans feel connected to
their team.
"We wanted people to feel like they
were a part of the action," says Kubinski.
"The mannequins throughout the store
are athletically built and were set up in
gear to make you feel like these were the
athletes inside the store. To get the blood
kind of pumping, to make you feel like,
'hey, I'm part of the game.' "
The space also needed to be flexible in
order to accommodate press conferences,

|

vmsd.com

E DWAR D FE LDM AN , M I NNE A PO L IS

signings or special player events, therefore
fixtures are easily movable throughout.
"The old space didn't do those things, so
we had to make this one super flexible and
with built-in technologies, lighting and
sound systems to support those activities," Kubinski says. "The interactive lights
tie into the building's main system, so if
there's a goal or a special event that happens, the entire ProShop celebrates that
through lights."

C HR IS TOPHE R PAYN E/ E ST O

IRST
FPlace


http://www.vmsd.com

VMSD - July/August 2020

Table of Contents for the Digital Edition of VMSD - July/August 2020

VMSD - July/august 2020
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Next Store
Spellbound
No Monkey Business
Bringing the Outside In
Take Me Home
Showroom
Ad Index
Checking Out
VMSD - July/August 2020 - Intro
VMSD - July/August 2020 - VMSD - July/august 2020
VMSD - July/August 2020 - Cover2
VMSD - July/August 2020 - 1
VMSD - July/August 2020 - Contents
VMSD - July/August 2020 - 3
VMSD - July/August 2020 - From the Editor
VMSD - July/August 2020 - 5
VMSD - July/August 2020 - Vmsd Editorial Advisory Board
VMSD - July/August 2020 - 7
VMSD - July/August 2020 - The Goods
VMSD - July/August 2020 - 9
VMSD - July/August 2020 - 10
VMSD - July/August 2020 - 11
VMSD - July/August 2020 - Next Store
VMSD - July/August 2020 - 13
VMSD - July/August 2020 - Spellbound
VMSD - July/August 2020 - 15
VMSD - July/August 2020 - 16
VMSD - July/August 2020 - 17
VMSD - July/August 2020 - 18
VMSD - July/August 2020 - 19
VMSD - July/August 2020 - 20
VMSD - July/August 2020 - 21
VMSD - July/August 2020 - 22
VMSD - July/August 2020 - 23
VMSD - July/August 2020 - No Monkey Business
VMSD - July/August 2020 - 25
VMSD - July/August 2020 - Bringing the Outside In
VMSD - July/August 2020 - 27
VMSD - July/August 2020 - 28
VMSD - July/August 2020 - 29
VMSD - July/August 2020 - Take Me Home
VMSD - July/August 2020 - 31
VMSD - July/August 2020 - 32
VMSD - July/August 2020 - Showroom
VMSD - July/August 2020 - 34
VMSD - July/August 2020 - Ad Index
VMSD - July/August 2020 - Checking Out
VMSD - July/August 2020 - Cover3
VMSD - July/August 2020 - Cover4
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