Elevating an Athleta Experience at Soho

A well-thought-through consumer journey that connects at every touchpoint and leads to an in-store AthletaWell community and space.

*A Historical building in Soho that required working with codes and compliances.*

It all started by mapping the consumer journey to create a holistic experience. From first to last contact, it's an entirely curated experience that surpasses expectations at every touchpoint, deepens the experience, and continues the Athleta promise with their guests to return. I helped bridge and orchestrate all disciplines to help bring a holistic consumer journey. I worked closely with Brand Marketing, Store Design, Visual Merchandising, Store Operations, and AthletaWell teams to help maximize potential at every touchpoint for this Pinnacle Athleta Expression at Soho.

Touchpoints included an AthletaWell community space flexible for various community events and workshops, including Digital / Video Integration. Art, furniture, props, and plant selections elevate the experience across the store—from the entrance to the fitting rooms. Community connections are integrated throughout the space including a mural by a local artist and yoga mats from a female owned business.

Storytelling is maximized at every touch point in the space. A large moss wall welcomes customers at the entrance, custom fixtures and fixture blocking prioritize product, and neon signs, warm pendant lighting, and epic wall graphics round out the journey.