rEEBOK: fITHUB 3.0 -DRYDOCK

In 2017, Reebok opened their first flagship location in Boston’s Seaport District at the foot of their new headquarters in the Drydock Innovation & Design Building. As a part of the Global Environmental Design team at the time, I was tasked with managing an agency partner (Ziba) doing the initial concepting for the space. From there I helped adapt their concepts into design intent drawings, prototype fixtures, and helped oversee construction of the store.

The flagship was used as an initial test for the brand’s new global concept: FitHub 3.0. After the store’s opening, I designed a roll-out version of the concept ensuring budget right and smaller footprint fixtures that were flexible enough to speak to the different voices and channels of the brand.