3rd Nature

Watt Intl. (Toronto) helped develop the concept and design for 3rd Nature – a retail model geared toward the passionate performance cycling enthusiast. Set in a gallery-like space where the product is hero, the store offers nutrients and refreshments for those making a pit stop and a service area for those in need of a quick repair.

Precision components are showcased in glass display cases, frames are displayed on rolling racks, and apparel and accessories are housed on modular fixtures. A frame-fitting area allows for bike customization or fitness activities (yoga, spinning). And wall graphics appeal to customers’ healthy attitude and passion for pedals.

Client: Michael Kastner and Michael McTigue, Teaneck, N.J.

Design: Watt Intl., Toronto – Jean Paul Morresi, executive creative director; Brian Dyches, vice president, global insight + strategy; Matt DeAbreu, senior illustrator/designer; Vicky Chin, designer; Debbie Marks, senior graphic designer; Liliana Saavedra, account manager

Fixtures: ALU, Toronto

Fixtures/Cabinetry: David Leitz Custom Woodworking, Linden, N.J.

Graphics/Custom Wallcoverings: PMG Ad Group, Darien, Conn.

Millwork: Sullivan Source, Toronto

Seating Upholstery: Maharam, Toronto

Photography: David Demarest, PMG AD Group, Darien, Conn.