Reebok Dry Dock Store opening – Boston USA


Last week we visited the beautiful ‘Innovation & Design Building’ in Boston. This stunning and historic eight story building in the Dry Dock area is home to a dynamic mix of creative industries including the new global head quarters for our client Reebok.

Design & Innovation Building Boston USA

Along with an impressive state of the art office space the move was an opportunity to open a brand new 300sqm Reebok flagship store. An update to the existing FitHub retail concept was developed and planned.

Reebok Store Opening Dry Dock Boston

Fitness was conveyed through a refined pallet of materials including oak wood, cream mesh metal work and concrete creating a light, welcoming and inclusive space. Large mid floor table sets allowed for fantastic story telling opportunities with folded product, cross merchandising of accessories and mannequin placement. Footwear was centre stage displayed on floating wall bays along with mid floor seating and product display areas creating an interactive and comfortable place to view and try on the collection.

Reebok Dry Dock Store Boston
Reebok Dry Dock Store Boston Interior
Reebok Dry Dock Store Boston Interior Display

Our role was to work with the global team setting up the store for opening, developing new Visual Merchandising techniques and testing all the fixtures to ensure they work from a brand and commercial perspective. Our objective is to create a ‘red thread’ for the customer from the brand campaign through to their in store experience guaranteeing they see the whole product range, find their size and ultimately make a purchase.

Clare's Sketch Reebok Dry Dock Boston VM Planning
Reebok Dry Dock Boston Interior.jpg
Reebok Dry Dock Store Boston Display Building

With this knowledge we then create a cohesive VM and fixture placement strategy leading to the development of VM and Store Planning Manuals for all markets to use. We will also then establish how the new concept cascades into wholesale spaces and different channels of distribution, ultimately creating a range of sell in and sell out guides ensuring a consistent look and feel for Reebok globally.

Reebok Dry Dock Store Boston Interior Shot
Reebok Dry Dock Store Boston VM Display
Reebok Dry Dock Hello Boston VM Display

It was a fantastic hands on week, with all the excitement of opening a new store along with important planning for the future. The ‘Innovation & Design Building’ is certainly living up to its name for both Reebok and TRC.

Innovation and Design Building Boston USA Exterior

Kat MacLennan
Visual Manager