The Green Bay Packers are one of the original National Football League teams and have won more pro football championships than any other team, earning their tiny host city in Wisconsin the nickname of "Title Town."
The two-level Pro Shop store has two entrances: one from the stadium itself and a main entry from outside. The space was designed with a hard-surface aisle material - or path - that meanders throughout the store, weaving customers past the entire selection of hard goods, accessories, soft goods and then over to the main cashwrap. "There are three cash desks throughout the space specifically to handle the volume of traffic on game day," says James Geier, principal-in-charge, 555 Design Fabrication Management (Chicago). "The fans want to get in, buy something and get back to their seats right away."
Small merchandisable departments sit on the store's perimeter, using both wall and larger mobile floor fixtures. "All of our perimeter systems are adjustable and can be moved around as needed," says Geier. "Certain fixtures are meant for mass ready-to-go stock, so when they've been picked through, associates don't have to carry out garments to replenish the racks. They can wheel out new ones and take the others off the floor."
Designers realized the store couldn't be dripping in Packer green and yellow because this palette would not work with a lot of seasonal trends and changes in merchandise. So the fixtures feature a light-stained cherry wood along with a metallic gold finish, as well as details of bronze and green cast-acrylic items.
Client: Green Bay Packers, Green Bay, Wis. - John Jones, executive vp and coo; Kate Hogan, senior manager, retail operations
Design: 555 Design Fabrication Management (a div. of 555 Intl.), Chicago - James Geier, principal-in-charge, project concept development; Karen Herold, design director; Matt Mikyska, senior designer; Rick Marohn, vp and director, production
Suppliers: 555 Intl. Inc., Chicago (fixturing, graphics, logo, signage system, custom lighting); Halo Lighting, Peachtree, Ga. (track system); LBL, Chicago (downlights)
Photography: Brenda Spaude, Studio 44, DePere, Wis.