Wollen, principal and creative director
Designed to feel indigenous to the
brand, the store encourages customers and
employees alike to “Live Better Stories.”
Embedded throughout the 1,430-sq.-ft.
space are storytelling media: a projection
screen, display cases for athletes’ stories
and artifacts, and a floor-to-ceiling narrative behind the cashwrap. That last element
features photographs clipped to a metal
frame, a full-sized kayak, and storytelling
graphics. The “stories” change throughout the year, and customers can “join” the
Teva expedition by writing messages on
the cashwrap and bringing their own
photographs for display.
Teva’s extensive selection of flip-flops
(the “Mush” collection) is displayed on
an innovative slide-hanging system, like
clothing on a hangrail. This makes it easy
to browse for styles and sizes.
To strengthen the branded experience,
the design cleverly incorporates Teva’s
products into the design elements of the
space instead of passively displaying them
in cases or on shelves. “We looked at the
materials and details of Teva’s iconic styles
as the DNA of the space,” Huston says.
The sole material of the flip-flops appear
in the Mush logo, as upholstery in seating
elements, and on product risers. Shoe web-
bing comprises the ceiling canopy, support
for the Mush logo, and a hanging system
for the projection screen, large artifacts,
and Teva products.
“The ceiling canopy lowers the ceiling
a bit and creates a warmer, more vibrant
environment,” says Wollen. “We just liked
the idea of these shoes floating as opposed
to just sitting. It’s such an inactive feel for
a shoe just to be lying there on a shelf. We
wanted it to be more dynamic.”
Authentic material solutions
Reclaimed materials enhance the authen-
Teva Retail Store
ticity of the space. Specifying them opened
the door to unique challenges and design
“It was important that there was a sus-
tainable and reclaimed aspect to the
design,” recalls Wollen. “It’s nothing new
in today’s retail environment to use some-
thing like that, but in this case, it was
appropriate to the brand essence, making
sure that it felt right for Teva.”
Reclaimed wood products can be pricey,
so Huen turned to the experts at Premier
Store Fixtures to supply products that
would stay true to the design concept while
helping to keep costs down. In the process
of turning conceptual drawings into actual
fixtures, Premier value-engineered the
Behind the cashwrap, a kayak and graphics tell a visual story supported by a photo board.
Customers can contribute to the store environment by adding their own snapshots.
| Orlando Premium Outlets, Orlando, Fla.
Size: 1,430 sf
Store Fixtures: Premier Store Fixtures
Photography: Jason Lee Photography