REEBOK FLAGSHIP STORE

A 10,000 square foot, three story flaghship store for Reebok in Shanghai, China located in the dynamic environment of Xintiandi. The project responds to the brand strategy launched by Reebok in late 2003: " Wear the vector: Outperform." The buillding is constructed to enhance this brand and bring it to three-dimensional life. The concept store is a structured using a Verendeel truss hanging from the existing structure and connects to the steel stair. The structure is clad using two materials, a composite concrete where it's traversed and hung fiberglass panels in other places.

This store activates key surfaces that act as combined circulation, display areas, lighting and seating. The design responds to many of Reebok's seasonal and event driven needs: merchandise display areas also allow guests to sit and watch sporting events and other marketing and entertaining events. At other times they become areas for customers to try on new shoes or enjoy the destination space while shopping.