Mixed-materials palette differentiates department
SCHEELS ALL SPORTS MEN’S AND WOMEN’S SHOE SHOPS | Johnstown, CO, US
size 4,183 sf (men’s) and 3,949 sf (women’s)
completion August 2017
Contributing Shop! member
C-West Custom Fixtures fixtures, millwork, photography
From materials selection to overall design concept, balance is the operative word for these different yet complementary shoe shops housed in the same sporting goods store. Each element is created with core concepts of modesty and value in mind while striving for a fresh, contemporary feel.
Touches of luxury coincide with a practical, family friendly shopper experience. Generous aisles and unique seating are made for and to withstand family members of all ages shopping together.
Overall, both spaces are designed to create a unique progressive journey from sports to athletic to casual and fashion all in one shop. Neutral, elegant design elements highlight and showcase each individual shoe and bring together the best of utility and fashion merchandising, allowing the customer to shop with ease.
The success of the design lies in its effective use of mixed materials, including millwork, glass, and metal. Specialty decor, task, and ambient lighting is an unsung hero of the shopping experience, as it positively adds to the space’s ambience without being overwhelming or distracting.
Materials, finishes, textures, and colors all complement each other from one area of the department to the next. This seamless transition carries into the visual merchandising and broad range of fixtures that live together exceptionally well.