Strategic placement enhances shopper journey
This sports arena-inspired design takes customers on an epic journey fueled by rotating attractions and engagement zones.
A digital screen, similar to those in actual arenas, surround the opening of the escalator in the center of the space. Other elements adding a dose of realism to the concept include concrete columns and floors, wood bleacher-style footwear fixtures, painted white brick, and ambient lighting.
Strategic placement of categories, attractions, and shop-in-shops enable the customer journey to unfold in an intuitive way.
CHAMPS | Chicago
size 15,700 sf
completion July 2017
photos Richard Cadan
Contributing Shop! members
Activate the Space audiovisual
Big Red Rooster – a JLL company design
Chandler Inc. store fixtures
Progressive Fixture Solutions store fixtures
TRIAD store fixtures
Rotating attractions such as sneaker cleaning, custom t-shirts, a DJ, and celebrity appearances, enhance the shopping experience and create reasons for return visits.
Other features are a wall of gold bricks engraved with the names of local champions. An activation space, “The Mez,” hosts events and product lines.
Prominently displaying art by students from a local, non-profit art and design academy for youth creates a strong community connection. A marketing message centering around the company’s slogan includes a golden “We Know Game” emblem forming the door handles at the entrance.