The “curiosity wall” colorfully displays brand history, including products, signs, and race souvenirs.
Brooks Trailhead | Seattle
Size: 5,400 sf
Completion: September 2014
Fixtures: ALU, Visplay
Brand: Brooks Sports, Seattle
Photography: Ye-h Photography
FEATURED MEMBERS Along the retail path, runners encounter
live trees, playful overhead strings of lights
and “power lines,” a “curiosity wall” displaying artifacts from the company’s past, and
a community wall where they can share
messages, tips, and memories of their
favorite runs. Urban details are everywhere: brick walls, reclaimed wood, and
concrete floors. Shoppers or employees can
lounge and watch videos of races or product
features at a green picnic table on a matching green rug referencing an urban park.
Several zones celebrate the urban run:
• A “beer garden” at the entrance reminiscent of the tables set up for runners to
enjoy snacks after a race.
• A metal faux bridge over the cashwrap/
• A shop-in-shop for the company’s
Moving Comfort brand of women’s athletic
Castered tables and floor displays can
be reconfigured for a company meeting or
pre-race gathering. Mannequins perched
overhead on the bridge, standing in casual
poses or even mid-run, contribute to the
communal feel. Two mannequins actually
run—adapted from a trade show display
and set in the front windows, they’ve been
popular with customers, Carr says.
Making it unretail
To give the space an entertainment vibe,
Gensler directed both Visplay and ALU to
make wall merchandising units as “
unretail” as possible. Both companies have long-standing relationships with Gensler and
produce customizable modular wall units.
Each has a product that was ideal for a different use.
Visplay’s Mono 20 line of single-point,
wall-mounted supports throughout the
space hold hooks and rods and suspend
short rails. A narrow profile ensures a
lighter look and feel, while the supports are
sturdy enough for mid-weight merchandise, Harman says.
Installed directly through walls into
anchors on the other side, the pieces support merchandise as well as a distinctive
wallcovering of reclaimed wooden beams
sliced across the grain to resemble tiles and
attached with industrial Velcro. This visual
impact came at the expense of stability, as
cross-grain wood is weaker than wood cut
with the grain. Visplay’s supports enabled
the merchandising, while holes machined
for a perfect fit render the mounts nearly
For the shop-in-shop tucked in a back
corner, merchandise hangs on the customized Slash system from ALU North
America, New York. The three-walled space