REI's impressive Seattle Flagship opened to much local and national fanfare in 1998. It's the city's third most frequented visitor destination and still the heart and soul of the brand.

I led a very small, focused team that re-imagined the original exit experience, working to improve customer satisfaction, drive impulse sales and find new opportunities to tell REI's unique story. I engaged Kiran Analytics to algorithmically validate our proposed design prior to execution, easing client concerns about business disruption and investment. The new approach ultimately increased impulse comp sales 179%, decreased customer wait time dramatically, and streamlined operations. It's rugged and handsome, leveraging found and repurposed objects—reflecting the clever, scrappy nature of REI, itself. Memorable merchandising stories entertain and outfit, as we encourage customers to "get out there," literally and figuratively.

Role: Creative Director, Director of Experience Strategy, Hornall Anderson