First Look: Reebok flagship, Boston
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Reebok has opened its largest store yet, a 7,600-sq.-ft. flagship on the ground level of its new headquarters in the Seaport District of South Boston.
The new outpost, located in the 100-year old Design and Innovation Building, boasts an in-house customization shop that allows customers to create custom and personalized products on site. It is the only Reebok store in the world where customers can get a customized version of the brand’s iconic Classic Leather sneakers, with the shoes handmade by an on-site cobbler. Shoppers can also design personalized graphic apparel and accessories, produced in just minutes.
Product testing is an integral feature of the new Reebok. Shoppers can test footwear prior to purchase in the store, in the surrounding neighborhood or at Reebok’s state-of-the-art fitness facility, which is located in the same building. Other store features include enhanced digital displays, online ordering, and mobile point-of-sale and payment methods.
"We are incorporating best-in-class retail technology and customer service at this flagship store,” said Paul Froio, VP of US retail, Reebok, a subsidiary of Adidas Group. “We want it to be much more than a store. It’s a full brand experience. We want to encourage discovery, and we’re honoring our heritage of in-house shoe making with unprecedented on-site customization."
The flagship will also be "the" location for exclusive, extremely limited editions of key styles, Froio added, "so we know this store will be a real destination for sneakerheads.” It will also sell exclusive Boston-specific products.
For the look and feel of the store, the Reebok design team took inspiration from fitness studios and gyms, as well as a maker’s workshop. The design mixes tech flourishes with industrial elements that maintain the feel of the 100-year building.
"With warm textures of worn wood, a palette of white and greys and technical materials intermixed, the space evokes a feeling that is inviting to both genders,” said Peter Quagge, Reebok’s Director of Retail Design.
The design of the Reebok Boston store is an update of the brand’s FitHub retail concept. A key focus for the updated design was to seamlessly integrate the brand’s Classics range within its extensive fitness offering.
The new outpost, located in the 100-year old Design and Innovation Building, boasts an in-house customization shop that allows customers to create custom and personalized products on site. It is the only Reebok store in the world where customers can get a customized version of the brand’s iconic Classic Leather sneakers, with the shoes handmade by an on-site cobbler. Shoppers can also design personalized graphic apparel and accessories, produced in just minutes.
Product testing is an integral feature of the new Reebok. Shoppers can test footwear prior to purchase in the store, in the surrounding neighborhood or at Reebok’s state-of-the-art fitness facility, which is located in the same building. Other store features include enhanced digital displays, online ordering, and mobile point-of-sale and payment methods.
"We are incorporating best-in-class retail technology and customer service at this flagship store,” said Paul Froio, VP of US retail, Reebok, a subsidiary of Adidas Group. “We want it to be much more than a store. It’s a full brand experience. We want to encourage discovery, and we’re honoring our heritage of in-house shoe making with unprecedented on-site customization."
The flagship will also be "the" location for exclusive, extremely limited editions of key styles, Froio added, "so we know this store will be a real destination for sneakerheads.” It will also sell exclusive Boston-specific products.
For the look and feel of the store, the Reebok design team took inspiration from fitness studios and gyms, as well as a maker’s workshop. The design mixes tech flourishes with industrial elements that maintain the feel of the 100-year building.
"With warm textures of worn wood, a palette of white and greys and technical materials intermixed, the space evokes a feeling that is inviting to both genders,” said Peter Quagge, Reebok’s Director of Retail Design.
The design of the Reebok Boston store is an update of the brand’s FitHub retail concept. A key focus for the updated design was to seamlessly integrate the brand’s Classics range within its extensive fitness offering.