Ivy-covered walls aren’t the only green on campus. With a built-in consumer mar- ket of students, faculty, staff, and alumni, retailers are cashing in on higher educa-
tion. And the rush to capture the market isn’t
limited to on-campus sites. Large retail cen-
ters, including mixed-use with residential
and office space, are being built in close prox-
imity to universities.
Branded retail experiences, once an afterthought on many campuses, has become a
priority, says Nicole Rehfuss, senior retail
visual strategist at Little, a Charlotte, N.C.-based global design firm.
Making the grade in the burgeoning collegiate market
by Beth Feinstein-Bartl