We spearheaded the rebranding and launch of R.E.I. Co-op, creating an immersive flagship concept that redefines urban outdoor retail. Our 40,000-square-foot brand hub in Chicago's Lincoln Park demonstrates how nature connection thrives even in dense urban environments. Strategically positioned along the Chicago River with direct access to bike paths and kayaking launches, the store offers a car-free outdoor experience that embodies the brand's environmental values. We transformed an abandoned parking structure into a destination retail concept within the "Wild Mile"—a groundbreaking ecological corridor featuring habitat restoration, pedestrian walkways, fishing stations, and community gathering spaces along the north branch canal. Through comprehensive geographic and cultural research, we developed a holistic ecosystem that extends beyond traditional retail boundaries, integrating the store seamlessly with surrounding natural amenities and community infrastructure. The result positions R.E.I. Co-op as both retail destination and environmental steward, fostering authentic connections between urban dwellers and the outdoors.

Design Concept, Brand Experience, Placemaking, Strategy