First Place: Innvictus Tezontle Refresh

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.

PROJECT GOALS:

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.

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.

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.