Trek Bicycle has overhauled its Waterloo, WI-based Retail Design Lab, creating an all-new space dedicated to finding design solutions that benefit Trek’s independently-owned retailers worldwide in the form of product packaging, visual merchandising, and environmental design. Communicating the brand’s story and identity across thousands of independently owned global retail locations offers unique challenges that Trek’s Environmental Design Team will be able to address in the on-site retail environment.
Developed by Trek’s Creative Design Studio, the 1,800 square-foot space is a reflection of the company’s heritage in design and materials, and focuses on communicating the story behind the bikes that are hand built in Waterloo, Wisconsin USA. The third iteration of the space since 2008, this all-new Retail Design Lab incorporates elements of the brand’s history in the materials used to build out the environment for a retail space. Constructed on the concrete foundation of the company’s factory and completely powered by wind, the space employs reclaimed ash from Wisconsin barns in combination with steel fixturing, to pay homage to the brand’s humble beginnings of hand welding steel bicycle frames in a small barn in downtown Waterloo. Displays of the brand’s modern, world-class carbon fiber frames that are manufactured just a few feet away are lit by LED lamps prototyped by a Wisconsin innovator in lighting. The natural elements of wood and metal juxtapose against carbon fiber and acrylic to produce a visual brand story that can be implemented in small businesses worldwide regardless of geography and language constraints.
“At Trek we know that our success lies in the success of our retailers,” said Jeramie Selders, Director of Retail Design and Environmental Design at Trek. “Helping retailers communicate our brand message across dozens of countries and languages is a massive challenge, but one that Trek is uniquely equipped to address with this design lab and staff. With a dedicated space on-site, we’ll not only have a better sense of the restrictions of our retailers in telling this story, but we’ll also be able to proof more accurate solutions.”