Converse Vineland was the first of a new category of stores that merges full-price products into an outlet model. The layout was divided into three zones: a shop-in-shop in front with inline products, followed by traditional outlet stocks, and ending with a feature wall in the back that highlights the Chuck assortment. The design of the SIS evolved scaffolding from a wall system to freestanding, allowing visibility into space while defining an enclosure. The modular bays allow the shop to accommodate different capacities by switching out the fixtures between the vertical members. Two wall-height cases behind the scaffolds serve as front-of-house storage, providing expedient service. A pathway cut through the SIS on a bias, separating the left and right sides. While the diagonal directs, the CMU floor fixture deters. The light fixtures over the central axis are hung in a lighting bolt formation, enabling them to reconcile the diagonal axis of SIS with the true axis of the space.

Project: Converse Vineland Lifestyle Door
Location: Orlando, Florida
Date: August 2018
Design Team: Converse Global Brand Experience