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United Outside: REI’s Journey to Redefine the Flagship Retail Experience

Jared Pearce (REI) and Alex Shapleigh (CallisonRTKL) share their journey to reinvent the customer experience.





For the past five years, technology and consumers’ shopping styles have changed the way we interact with brands, as we have seen retail’s need to transform from a transactional space to an experiential one. In their session at the 2017 International Retail Design Conference (IRDC) in New Orleans, Pearce and Shapleigh spoke about REI Co-Op’s multi-year journey to redefine how it connects with its members – online, in-store and en masse. The audience heard how REI blended the best of place, people, products and programs to create a flagship experience in Washington, D.C., that’s more than just a place to shop – it’s a launchpad for outdoor activity.

For information about the International Retail Design Conference (IRDC), Oct. 2-4 in Seattle, please visit







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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