Quick Change at the Meadowlands
The Flagship Store Powered by Reebok changes faces to serve both the New York Giants and the Jets
Th e Flagship store powered by reebok, located on the service level of the ne w Meado wla nd s stadiu m,
located in east rutherford, N.J., carries
New York giants and New York Jets apparel
and merchandise, as well as home and
entertainment products, jewelry, tailgating
equipment, and more. opened in mid-august for preseason games, the store was
designed by Columbus, ohio-based Chute
gerdeman in conjunction with Delaware
the 9,600-square-foot store, which
serves both of the stadium’s home teams,
uses a combination of architectural design,
technology, and lighting in order to transform, virtually overnight, from a giants
store to a Jets store.
“our biggest challenge in the development of this store was coming up with a
way to give both home teams an exclusive
presence without sacrificing operational
efficiency,” said Donna genesky, director
of retail for Delaware North Companies
sportservice, the stadium’s operator of food
service and retail.
DESIGN FOR CHANGE
Many creative elements make the quick
transformation of the space possible. These
include lighting, digital signage and projected graphics, hidden merchandise storage, and flexible and mobile fixtures.
The lighting, for example, easily changes
from giants’ blue and red to Jets’ green
and white. above the store’s architectural
bands, the ceiling is washed with blue or
green, depending on which team is playing
at the time.
Digital signage, prominent throughout
the space and including a large leD video
wall, is easily reprogrammed from one
team to the other. imagery, including team
logos and players in action, is projected on
floors and walls.
“The stadium architect’s powerful use of
lines and striping in their design provided