Generator Studio was approached to rebrand and refresh the Brooklyn Nets / New York Islanders team store at Barclays Center in Brooklyn, New York. The store’s high visibility from Flatbush Avenue, the main artery of Brooklyn, as well as its proximity to the main entrance of the stadium, required an approach to give the Team Store more prominence.
Generator Studio partnered with Rank + Rally to convey an urban vibe by creating a ‘Brooklyn Lifestyle Boutique’ theme. By reducing clutter and creating lifestyle displays, the store will speak to each type of fan. Custom fabricated rebar hat displays are incorporated to impart an ‘urban’ feel by repurposing common materials in an uncommon way. Centered in the store, the ‘Custom Lab’ allows fans to create personalized merchandise via touch-screen. The customer’s design is then pressed in-house and ready for pick-up within minutes.
Operationally, the team store must function with versatility to accommodate the ebb and flow of foot traffic throughout a variety of event types. The implementation of new fixtures, finishes, lighting, branding and signage all help fans to navigate around the store. On any given night the Team Store can transform from a ‘Nets’ store into an ‘Islanders’ store through the use of rotating merchandise panels and silicone edge graphics (SEG), which is an interchangeable tension fabric. With graphics, SEG provides a finished look but is also easy to switch out. Satellite retail shops, also part of our scope, can now alternate between open and enclosed layouts for sporting and concert events. Visibility from both the street and main concourse are heightened through the addition of vertical graphic elements and the integration of a distinct lighting system.
Equipped with a refreshed brand and an enhanced atmosphere, the store is now ready to indulge fans and fanatics alike.