Arc'teryx are internationally recognised as one of the worlds' most advanced designers of technical sport apparel and equipment. Their products have been used to conquer the most demanding ascents and are relied upon daily by professional climbers, skiers and adventurers for levels of uncompromising safety, quality and high performance. In the most extreme conditions, Arc'teryx delivers supreme innovation.

 

The Arc'teryx mission statement is 'maximum simplicity at the point of extreme need'. To deliver this, product design and development are prioritised to ensure that every product produced is a category leader. Communicating this attention to detail within a store experience was critical to re-positioning the brand in the minds of consumers, with product story-telling an essential component in the retail journey. Utilising digital technologies facilitated greater interactivity and depth and reflected the innovation embedded in every product.

 

Creating a physical brand and product experience that would be fully immersive was central in the development of the new flagship retail concept. Architecture, materiality, communications and product strategy were all considered to define an environment that would be the living embodiment of an Arc'teryx product. Performance and attention to detail were highlighted in a central 'explore' area where iconic product stories could be experienced through video, interactivity and physical examples. Category families sit within a  bespoke perimeter system to give product context to customer needs and illustrate how equipment types can be combined to maximum effect. Finally, an architectural layer of targeted lighting and materiality created a physical envelope akin to an Arc'teryx product itself.

 

Delivering a combination of ultimate retail experience and commercial success, the Arc'teryx concept is being rolled out internationally in a variety of formats, from concessions to flagship stores. Underpinning the core values of simplicity at the point of extreme need, the concept has allowed the brand to introduce itself to a new customer, whilst deepening its relationship with a loyal audience of extreme users. Bob Matheson, Arc'teryx Director of Consumer Sales said, "a lot of hard work and passion from many talented people went into this redesign and we couldn't be more proud of the results".