Backcountry Retail Stores
PROBLEM
Soon after I joined the company, we learned that three new stores would be opening within a year, located in high-profile areas: Palo Alto and The Grove in California, and Washington, D.C.
ACTION
Recognizing that Backcountry lacked a dedicated retail design team, I leveraged my prior experience to step into this role, managing the entire store design process from initial planning to completion, including design opportunities and material selection. This role allowed me to introduce a distinct brand language and personality throughout our store environments.
RESULTS
By developing a unique illustration library and incorporating our inspiring photography, we elevated the store aesthetic, creating an inviting and upscale atmosphere that stands out in the outdoor industry. This cohesive design approach successfully expanded Backcountry's presence in key markets, driving both brand recognition and revenue growth.
The Grove, LA
Credits:
Concept / Art Director – Inese Silina
Retail Marketing Partners – Heather Hoagland, Ashley Bankers, April Judkins
Designer – Ben Johnson, Lauren Hamilton
Production – Premier Press, Laura Mascari