Extending the Journey Beyond the Store
Our research and ideation led us to develop a set of experience principles that would enable the kinds of activity the store needed to produce for its customers during a visit. The customer journey would extend from beyond the store, to both before and after visits.
Instead of owning the athletic experience of its customers, the store would act as a router, connecting and enabling activity to the wealth of experiences in Manhattan—from the best fitness gyms, and wellness centers, to sleep and recovery services and Central Park. Each level of the store had its own purpose.
The ground floor would be designed for public experiences, the second floor would have more premium, personal experiences, and the top floor more social experiences. Each moment of the journey had its own value proposition, matched to how well it serviced customer needs and expectations.
Instead of owning the athletic experience of its customers, the store would act as a router, connecting and enabling activity to the wealth of experiences in Manhattan—from the best fitness gyms, and wellness centers, to sleep and recovery services and Central Park. Each level of the store had its own purpose.
The ground floor would be designed for public experiences, the second floor would have more premium, personal experiences, and the top floor more social experiences. Each moment of the journey had its own value proposition, matched to how well it serviced customer needs and expectations.
