Reebok Dry Dock Store opening – Boston USA


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

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.

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.

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.

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.