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First Place: Innvictus Tezontle Refresh

Renovation: Specialty Store, Sales Area Under 10,000 SQ. FT. | Submitted by: CallisonRTKL, Seattle | 📷 Innovasport, Nuevo León, Mexico




2023 Retail Renovation Competition

PROJECT SCOPE: CallisonRTKL was responsible for the branding strategy, concept, fixture design, graphics and documentation for the 4000-square-foot refresh of the Innvictus sporting goods store at Parque Tezontle, Mexico City.


  • Create a hierarchy of components to create focus and help consumers orient, locate or discover.
  • Prioritize moments (i.e., “What’s Hot,” storefront display, Custom Lab, etc.) and create focal points throughout.
  • Create multi-use, adaptable spaces to showcase products and experiences.
  • Create interactive moments for consumers to easily interact with and use.

First Place: Innvictus Tezontle Refresh

UNIQUE CHALLENGES: The previous version of the store had no brand delineation, only a separation by gender. The design team helped Innvictus edit its merchandise assortment and differentiate categories and zones through a hierarchy of brands, store components and storytelling moments.

Designers kept the existing basketball court within the space but incorporated a changeable graphic look that doubles as a pop-up event space and photo-op area.


First Place: Innvictus Tezontle Refresh

Innvictus customers typically bought footwear from the retailer but not much in the way of apparel. To help overcome the latter shortfall, the design team devised vignette feature panels on the walls to showcase the latest apparel and sneaker combinations. They also designed fixtures in which products highlighted on mannequins are easily within reach.

UNIQUE FEATURES: The redesigned experience is creative and inclusive. The transparent, open storefront presents a dynamic introduction to what’s inside, and bold pops of color energize the space. A kit-of-parts approach to the fixtures means easy adaptation and customizable configurations for impactful product statements.





MasterClass: ‘Re-Sparkling’ Retail: Using Store Design to Build Trust, Faith and Brand Loyalty

HOW CAN WE EMPOWER and inspire senior leaders to see design as an investment for future retail growth? This session, led by retail design expert Ian Johnston from Quinine Design, explores how physical stores remain unmatched in the ability to build trust, faith, and loyalty with your customers, ultimately driving shareholder value.

Presented by:
Ian Johnston
Founder and Creative Director, Quinine Design

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