FIRST PLACE: Wilson NYC Flagship

2023 International Visual Competition Awards

In-Store Apparel Presentation

FOR THE BRAND’S first physical flagship, creating a unique visual experience was top-of-mind for Bergmeyer (Boston), the firm behind the space’s design.

Celebrating Wilson’s heritage through one-of-a-kind materials referencing sports goods and retro gymnasiums, the new store took over three existing spaces, including a three-story indoor atrium clad in brick, black iron and concrete – elements that the design team could lean into in order to build on a sense of authenticity.

“The biggest challenge was designing the atrium space. It has to be flexible enough to cater to the various sporting games and events and be functional within a retail space,” says Katie Hood, Interior Designer, Bergmeyer. “We were able to use lines on the floor to create separate areas for sporting, a tennis hitting wall, and equipment displays that double as a local art installation and backdrop for events. Depending on the day or event, the space can be transformed.”

The indoor atrium featuring raw materials like brick and iron allow visitors to try out sports products on-site.

As far as the store’s apparel/product presentation, the interior serves as a backdrop to the colorful sports items merchandised throughout. Allowing customers the ability to try out products in store is another important part of the overall experience; shoppers can “play” with any kind of equipment within the indoor atrium, dubbed the Thomas E. Wilson Park.

“Before the flagship, Wilson had been solely represented through wholesale partnerships,” explains Hood. “After nearly 110 years, the brand has a place to call its own. To be part of that moment in their amazing history was very special. We were able to immerse ourselves into their current brand identity, heritage and vast assortment of sporting types and equipment.”

PHOTO GALLERY (10 IMAGES)
? Chun Y. Lai, Peekskill, N.Y.