Columbia’s new PFG (Performance Fishing Gear) Concept Store was launched in an effort to broaden the brand’s overall platform. Its new 4,000, square foot space emphasizes outdoor activities that are intended to invigorate the Columbia customer while they explore various zones of information, inspiration and storytelling during their store journey. Working collaboratively through brand development, fixture design, documentation and implementation; the Columbia and BHDP design team achieved the right balance of heritage and outdoors in this contemporary design.

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Expanding from Columbia’s flagship locations, the three new PFG Concept Stores are able to enter new regions for the brand and connect locally by integrating fishing motifs into the interior design, including nautical maps of familiar nearby shorelines and illustrations of native fish common to the region. Further inspired by local neighborhood character, the new prototype envelopes zones and category distinctions to create product stories and user interactions that engage, educate and excite the shopper. By combining tradition and technology, the store design celebrates tackling the outdoors in the finest gear on the planet through the use of custom fixtures and unique material, products and visuals that bring greater authenticity to the brand.

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