These images express the retail design/brand strategy 2Hemispheres has created for Columbia and how it is implemented in the three unique spaces. The quality of the design and architecture aligns with that found in Columbia’s product offerings. For the three stores, 2Hemispheres designed environments that draw customers in, lead them through Columbia’s various product category zones, and build product technology awareness through the use of relevant materials, compelling graphics, and innovative interactive technology.
This view shows the footwear department, supporting men’s, women’s, and children’s outdoor needs at the Mall of America location. Merchandising is by category (e.g., winter, trail, and travel), with footwear presented on a custom wall system constructed of reclaimed wood with graphics supporting each category zone. The floor is a combination of reclaimed wood and carpet with a pattern resembling a topographic map evoking earth, water, elevations, etc.
Within Columbia brand’s new store at Portland Oregon International Airport, 2Hemispheres created a unique look and feel with a store design that includes a dramatic entry using a combination of regionally relevant and locally available wood and stone, integrated with glass, steel, and graphics, to create a strong presence that connects all customers with Columbia’s products. Passersby are drawn into the store by the rugged entry portal. Inside, they find Columbia outdoor apparel and footwear presented in an environment highlighted by sophisticated, refined woods as well as the stone used in the entry, providing a continuing representation of the Columbia brand.
Throughout the Portland store, existing architectural elements such as the large, open staircase are used to create impact and define traffic flow. The staircase shown here leads to an upper level where serious enthusiasts can experience the diversity of Mountain Hardware’s technical products. Steel, concrete, and wood convey the brand promise of simplicity, ruggedness, and authenticity. The paint colors emulate the Mountain Hardware logo. These, plus elements such as the polished concrete floor and natural-fiber entry mat, were specified to earn the store a LEED rating.
The exterior entry of the Portland store features an engaging canopy made of tent fabric. Elements used in mountaineering, such as ropes and fittings, are incorporated for an authentic connection to the sport and consumers. Columbia’s technical brand, Mountain Hardware, is denoted by a hexagonal nut—a feature captured in the door handles and extended in various forms throughout the store.
