design:retail - June 2018 - 28

028

eebok's mission is to inspire people to be their
absolute best-physically, mentally and socially. And the fitness and lifestyle brand
drove that purpose home in more ways than
one in 2017, opening a tech-driven global
flagship retail store at its new headquarters
in south Boston.
"We are highly engaged in building innovative,
creative and new solutions for our consumers,"
says Paul Froio, vice president of U.S. retail,
Reebok. "One of the reasons we thought
this was the right place for us is the likeminded companies that are nimble and
creative on a design and technology perspective, and consumer
perspective that are already in
the space."
Located in a sprawling former warehouse
known as the Innovation and Design Building on
the edge of the city's waterfront Seaport District,
the 7,600-sq.-ft. retail store offers discovery at its
core, encouraging people with shared passions to
honor their bodies.
In the store's entryway, several LED screens displaying graphics and marketing messages proudly
announce that you have arrived at Reebok. Inside
the 100-year-old building, customers are hit with
JUNE 2018

DESIGNRETAILONLINE.COM

GLOBALSHOP.ORG

the lighter tones and textures, an open-space floor
plan, high ceilings and a natural-rock floor.
"This is a historic industrial building, and we
applied that to the space, using the influences of
the building. This space was sort of an homage to
the building," says Peter Quagge, global director
of environmental design for Reebok. "The space itself is like a forest of columns. Instead of hiding the
columns and wrapping them, we exposed them,
so that they are part of the feature and part of the
store. They are 36-in.-wide columns that are based
on a 20-ft. grid, and they are absolutely beautiful."
Boston-based Shawmut Design and Construction
was the construction management firm for the
project. About three-quarters of an inch of former
concrete flooring was grounded down to get to the
original century-old concrete.
At the heart of the discovery message is the
flagship's in-house shoe cobbler, allowing for a
true immersive shopper experience. Honoring its
heritage of in-house shoe making, the YourReebok
Customization Shop, located in the front corner
of the floor space, allows visitors to customize the
brand's signature Classic Leather shoe style onsite by selecting the material, the colorization and
working hand in hand with the shoemaker. There's
also the opportunity to design personalized graphic

↑ The industrial
feel of Reebok's
new flagship
reflects the
building's
100-year-old
history.


http://www.DESIGNRETAILONLINE.COM http://www.GLOBALSHOP.ORG

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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