KUIU Flagship

KUIU, a high-performance outdoor apparel company, was looking to open its first flagship store. With the motto “Innovation Never Rests”, the design of the store had to exemplify just that.



The direct-to-consumer brand already had a reputation for being the best at what they do. With that in mind, they were looking to create an in-store experience that honored their commitment to their customers and their level of premium quality and service.



It was important that KUIU's flagship didn’t just look like another outdoor retail store and that the space helped customers envision themselves on their once-in-a-lifetime excursions. The store was designed to build excitement and anticipation for customers, and prepare them both mentally and physically for their journey.



In designing the store, it was also important to create solutions to simplify their intricate process and product story. The retail experience provides customers with an understanding of KUIU’s signature popular layering system, and complexities of the type of apparel and gear needed on their trips. The store was designed with powerful moments so customers could learn more at every touchpoint.



Ultimately, when establishing the role of the store, the idea is to sell epic adventures, not products. With that in mind, the store’s striking visuals are what inspire shoppers. And in response to their complex product story and process, the store is organized by solutions. Whether it be outfitting customers with a pack fitted to their body, or a presentation of the layering systems, it is all designed to equip customers with a seamless shopping experience.