44 | www.retailenvironments.org RETAIL ENVIRONMENTS july.august.2015
provides semi privacy for browsing sports
bras and other apparel on shelves, hanging racks, tables, and wheeled drawer units
underneath strings of outdoor-style lights.
Due to its size and scope, ALU’s wall-mounted system couldn’t be as invisible
as the rest of the fixtures, but a custom
white finish melds with the concrete and
brick, says Stephan Anderson, ALU creative
“They wanted something that was not
too in-your-face—something that complements the products rather than overwhelms them,” he says. The steel frames
and reclaimed wood shelves can easily be
reconfigured from hanging rods to shelf
units, and can be re-merchandised to display product on the fronts or sides.
Putting the fun in run
Carr says both companies gave Gensler
the desired look—one that doesn’t compete with the products or design elements
such as the bridge, guru bar, and curiosity
On the curiosity wall, brightly colored
shadow boxes incorporating LED lights
showcase brand products, signs, and packaging from the past as well as an occasional present-day item. A cabinet with
mismatched knobs displays small products
such as socks.
Underneath the metal bridge, the long
cashwrap doubles as an area where in-store
gurus help both beginning and experienced
runners find the best shoe for their feet and
body types. A treadmill off to one side lets
staff check their gait to help them find their
Since its opening, Brooks Trailhead con-
tinues to attract a loyal following, serve as a
destination for visitors, and offer a commu-
nity gathering place for local trail runners
and walkers. It also acts as a merchandis-
ing lab for products while giving corporate
employees a space for informal meetings.
“Designing it was great fun, and it was a
challenge not to ‘do retail,’”says Carr.
At the cashwrap, the “Run Happy” slogan spelled out on discarded cups playfully reflects the aftermath of a race. ALU fixtures outline the Moving Comfort
shop-in-shop, while a custom finish minimizes the retail feel. Mannequins in the front windows actually “run.” Digital signage by the picnic table can
show live feeds of races, product information, and meeting presentations.
Gail Deibler Finke is
a Cincinnati-based writer
specializing in design topics.