design:retail - May/June 2020 - 18

EXPERIENCE

DESIGN:RETAIL

MAY/JUNE 2020

POP-UPS

GOAT Moments
OUTDOOR LIFESTYLE BRAND
BACKCOUNTRY LAUNCHED ITS
FIRST POP UP TO FULLY IMMERSE
SHOPPERS IN THE BRAND
➞ A F T E R A PA R K C I T Y, U TA H , garage launch in 1996,
Backcountry.com recently broke from its DTC roots
and debuted its first brick-and-mortar location, a
pop-up in New York, where it already had a sizeable
online fanbase.
For its SoHo shop, which ran from December
2019 through February 2020, Backcountry turned
to Portland, Ore.-based Twenty Four 7 to ensure a
unique in-store experience for customers.
"As an online retailer, they had mastered the
shopping platform and what kinds of insights are
dialed into each product," says Mimi Lettunich,
president and creative director at Twenty Four 7.
"The challenge was to dig in and help consumers
experience them."
A Sno-Cat was parked out front, enticing curious passers-by inside the pop-up, which featured
a curated selection of winter gear and clothes.

It was staffed by Backcountry's "Gearheads,"
specialized concierges offering expert advice and
services to both seasoned and novice skiers, cyclers
and climbers.
"GOAT" (Greatest of All Time, also Backcountry's
logo) moments were incorporated throughout the
store, including "Free the GOAT" cards inviting
people to bring others on an "outervention" and a
listening area where patrons could hear stories of

18

adventure. There was also a bright box that allowed
customers to test the contouring of a mountain
while trying on ski goggles.
In-store events included clinics and talks by
technical experts, sustainability non-profits and
partner retailers to bring even more people in.
"There was tons of technical information provided
in the space, both in analog and digital," Lettunich
says. "People can already shop all the products
online, but we wanted to bring expertise to the
ground in New York."

PHOTOS COURTESY OF TWENTY FOUR 7

By Erin M. Loewe


http://www.Backcountry.com

design:retail - May/June 2020

Table of Contents for the Digital Edition of design:retail - May/June 2020

design:retail - May/June 2020
Contents
From the Editor
Happenings
On Trend: Retail in the Pink
Spec Sheet: The Great Outdoors
Interactive Spaces: Razer
Pop-Ups: Backcountry
Plugged In: adidas
Perspectives: Everything I Learned from Being a Designer at Amazon
SPECIAL REPORT: POST-PANDEMIC RETAIL
CANNABIS RETAIL ROUNDUP
40 UNDER 40
Moment
design:retail - May/June 2020 - Intro
design:retail - May/June 2020 - design:retail - May/June 2020
design:retail - May/June 2020 - Cover2
design:retail - May/June 2020 - 1
design:retail - May/June 2020 - Contents
design:retail - May/June 2020 - 3
design:retail - May/June 2020 - 4
design:retail - May/June 2020 - 5
design:retail - May/June 2020 - From the Editor
design:retail - May/June 2020 - 7
design:retail - May/June 2020 - Happenings
design:retail - May/June 2020 - 9
design:retail - May/June 2020 - On Trend: Retail in the Pink
design:retail - May/June 2020 - 11
design:retail - May/June 2020 - Spec Sheet: The Great Outdoors
design:retail - May/June 2020 - 13
design:retail - May/June 2020 - 14
design:retail - May/June 2020 - 15
design:retail - May/June 2020 - Interactive Spaces: Razer
design:retail - May/June 2020 - 17
design:retail - May/June 2020 - Pop-Ups: Backcountry
design:retail - May/June 2020 - 19
design:retail - May/June 2020 - Plugged In: adidas
design:retail - May/June 2020 - 21
design:retail - May/June 2020 - Perspectives: Everything I Learned from Being a Designer at Amazon
design:retail - May/June 2020 - 23
design:retail - May/June 2020 - SPECIAL REPORT: POST-PANDEMIC RETAIL
design:retail - May/June 2020 - 25
design:retail - May/June 2020 - 26
design:retail - May/June 2020 - 27
design:retail - May/June 2020 - 28
design:retail - May/June 2020 - 29
design:retail - May/June 2020 - CANNABIS RETAIL ROUNDUP
design:retail - May/June 2020 - 31
design:retail - May/June 2020 - 32
design:retail - May/June 2020 - Trion1
design:retail - May/June 2020 - Trion2
design:retail - May/June 2020 - Trion3
design:retail - May/June 2020 - Trion4
design:retail - May/June 2020 - Trion5
design:retail - May/June 2020 - Trion6
design:retail - May/June 2020 - Trion7
design:retail - May/June 2020 - Trion8
design:retail - May/June 2020 - 33
design:retail - May/June 2020 - 34
design:retail - May/June 2020 - 35
design:retail - May/June 2020 - 40 UNDER 40
design:retail - May/June 2020 - 37
design:retail - May/June 2020 - 38
design:retail - May/June 2020 - 39
design:retail - May/June 2020 - 40
design:retail - May/June 2020 - 41
design:retail - May/June 2020 - 42
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design:retail - May/June 2020 - 44
design:retail - May/June 2020 - 45
design:retail - May/June 2020 - 46
design:retail - May/June 2020 - 47
design:retail - May/June 2020 - Moment
design:retail - May/June 2020 - Cover3
design:retail - May/June 2020 - Cover4
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