THE GREAT INDOORS
Callison partnered with premier outdoor retailer REI to
create a store experience that makes it easier for New Yorkers to embrace the
outdoors. A dedicated process and hand-selected team led to an inspiring retail
environment that blended preservation and community into SoHo’s urban fabric.
Recreational Equipment, Inc. is the nation’s largest consumer cooperative
with 4.4 million members, selling the top brands of outdoor gear and apparel.
REI SoHo is the retailer’s first store in Manhattan and its presence serves as
a launch platform for REI’s brand and products onto the international stage.
With the challenge of renovating a beloved historic building
paired with the pressure of entering the Manhattan retail landscape for the
first time, the REI team needed a partner that placed the strong
Northwest brand first and had working knowledge of placing new brands into
the competitive New York retail environment. Callison kicked off the
design process with a dedicated charrette that matched REI’s stakeholders with
its core project team: experts in historic renovation, graphic design, and
construction management. The forum also established the guiding
principals that would inform the application of REI’s brand into an
authentic retail experience.
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