With the launch of Athleta Girl, we also needed to create an in-store experience to match the fun, empowering, excitement of the product. We started with packaging–turning gift cards into cootie catchers, bags into reusable backpacks, and hangtags into hair tie holders with affirmations on them.
Then we set our sights on the loft of the Fillmore Street store, where we tackled every detail from painting the pipes on the ceiling to match the branding, to adding mantras to the stairs, and installing fun cubbies that served the purposes of acting as a room divider, a product display, and a place for photography and signage.
