KEEN NATIONAL FIXTURING PROGRAM
We began with research into the brand, including key stakeholder interviews and numerous store visits to examine the variety of layouts and the competitive landscape. We also conducted research into material recycling to fully embrace Keen's environmentally minded corporate culture and to address the quirky brand ethos, which they lovingly call "The Keen Factor."
The "Scrappy Yellow" comprehensive shop-in shop fixture program is fresh, unique, bright and bold. It stands out in a wide variety of in-store environments and serves as a fitting showcase for Keen footwear, bags and accessories. Keen felt that the program embraced their Keen Factor so well that they also had us collaborate with their retail team on their flagship store in Portland, as well as develop a Global Store Guide for international store design.
RESEARCH & DEVELOPMENT
Excerpts from our round one design presentation to Keen which shows the research behind three different conceptual directions accompanied by simple line drawing renderings of some components of each direction.
DESIGN & PRODUCTION
Once a single direction was chosen, we refined the design, expanded the elements shown and rendered it in CINEMA 4D for final approval by client. We then interviewed several potential fixture manufacturer partners and ultimately selected Fleetwood Fixtures because of their experience with reclaimed materials. We then provided detailed spec drawings which they interpreted into engineered drawings for our approval. The final stage was reviewing and adjusting final prototypes prior to production for national release.
The bright yellow accents of the program help Keen stand out in relatively tame outdoor channels, and the repurposed materials underscore the brands commitment to the environment which is also top of mind for the outdoor target audience.