Dunham’s Sports wanted concepts for a new footwear department. With Dick’s Sporting Goods being their competition, I studied Dick’s footwear layout. They are famous for their mock running track around the department. Therefore, I decided to emulate a whole arena for Dunham’s Sports.
Arena Layout
I used black and white athletic images with splashes
of purple (the department color code) to hang as “championship banners” in the rafters. A faux brick
wall covered the whole back wall and a staggered
wood plank floor; like a basketball or volleyball court.
I designed the shoe displays to be similar to a professional lockeroom, and large endcap
graphics served as billboards that could be
seen from various sides of the store.
Department Entry
The large backlit Footwear sign served as the main wayfinding treatment to the department. A large multi-screen tv would be the center of attention to show Dunham’s promo ads, actual sports or sporting news. I proposed an actual row of red stadium seat in from of the screen. The red accent would help tie in Dunham’s main company color with the department purple.
Product Displays
Here you can see the “professional locker” shoe display up close. It would have a backlit sign at the top showing what type of shoes were in that display. I developed acrylic jewel box platforms for special shoe promotions. They would use printed inserts of the particular surface in which that shoe would be used (wood, clay, grass).
Endcap Displays
This is a closer look at the large endcap graphics.
I envisioned these as 16-18 foot wall sections observable from all sides of the store. Upclose,
the monitors would show promotional stills, as well
as videos. Specially promoted shoes would be
featured on the shelves below.
Department Imagery
The chosen style of imagery I used added a lot of personality to the department. When seeing this style of image, you would know it was Dunham’s Footwear. I also felt it would help buyer’s see themselves in their own chosen sport. Imagery could also be used in promotional signage within the department, print and digital ads.
Endcap Signage
As a bonus to the customer, I also showed how endcap wayfinding signage could roll out in to the general store.Being a former four year college athlete, I really enjoyed this project throughout the whole process. I hope to have the opportunity to do something like this again.
