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Kuiu, Dallas

Portfolio: The fixtures reinforce those dramatic, anticipation-building landscapes and serve as a backdrop to some of the brand’s latest innovations

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WHEN DIXON, CALIF.-BASED hunting gear and apparel brand Kuiu was looking to open its latest flagship, a 4500-square-foot store in Dallas, it wanted to prioritize selling once-in-a-lifetime adventures, not products. From the outset, that meant greeting shoppers with dramatic images of mountain peaks, sweeping vistas and the brand’s wares in action via large lightboxes in the exterior windows.

“Upon entry, the store is organized by solutions,” says Jamie Cornelius, Executive Creative Director at retail brand agency ChangeUp (Miamisburg, Ohio), which partnered with Kuiu for the store’s design. “Whether it be outfitting customers with a pack fitted to their body or a presentation of the layering systems, it’s all designed to equip them for their next excursion.”

Portfolio: Kuiu, Dallas To help customers specify the correct outdoor gear, Kuiu’s flagship in Dallas features curated displays.

At the entrance, the fixtures reinforce those dramatic, anticipation-building landscapes and serve as a backdrop to some of the brand’s latest innovations. The team adhered to a simple color scheme, using black as the primary shade to allow the multitude of camouflage products – which Cornelius says can be harder to merchandise with a clear presentation – to pop. Materials such as carbon fiber and cold-rolled steel reflect the brand’s strength and product quality. “When shoppers walk into the store, we want them to feel that the physical space is a reflection of who we are as a brand of technical hunters,” says Kuiu’s CEO Melissa Woolf.

To simplify the often complicated process of selecting the proper gear for a particular environment, the back of the store showcases products layer by layer with clear signage such as “Insulation” or “Outer Layer.” The store’s Pack System Experience also enables a more tailored, concierge-style approach, where experts can walk shoppers through the process of finding the right gear for their journey.

PHOTO GALLERY (5 IMAGES)
📷 MARK STEELE, COLUMBUS, OHIO

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