Part of an ongoing strategic partnership with REI Co-op, this prototype design represents a fundamental shift in the retail experience.
It’s one part of an ecosystem of store formats envisioned to serve different customers and need states. This experiential, or service-retail, concept is the first Gateway store and is a prototype for future locations.
As a “gateway to adventure,” the concept leads with experience, education, consultation, and community. One third of the floor space at the heart of the store is devoted not to product, but to communal space. Workshops and guided tour programs connect visitors and locals alike to the best means to explore the nearby recreation area in the White Mountains. These programs leverage community and non-profit partners to support the success of the region.
As the first of its kind, it was important that the space could function as a laboratory for future adaptation. Everything from the layout to the finishes is flexible, durable, and reflect the brand’s heritage. The gathering spaces foster different formats of customer engagement with reconfigurable fixtures. An open “Gear Garage” lends a sense of transparency and expertise to the Co-op. We took a less-is-more approach with the architecture of the existing building, only minimally altering the existing structure in support of REI’s sustainability goals. There is also a reflection of the local area, as well as REI’s heritage, in several finishes.
SERVICES // Retail Strategy, Prototype Development, Interior Design
ROLE // Designer
LOCATION // North Conway, NH
PRESS // This New REI Concept is the Next Evolution in Experiential Retail, Interiors + Sources. https://iands.design/articles/32526/new-rei-concept-next-evolution-experiential-retail
All work performed while employed as a designer at IA Interior Architects. Photography by Chris Eden, 2019.